Vietnamese people love social media. Facebook in particular can be called the most widely used communication tool in Vietnam. For that reason, the majority of Vietnamese people have a Facebook account. Quite a few Japanese people are put on the spot when a Vietnamese person asks to become “friends,” only to realize they do not have an account themselves.

SNS addiction is often discussed in Japan as well, but dependence among Vietnamese people runs even deeper. You may find Vietnamese employees constantly checking Facebook. Below, we explain from several angles what Facebook means to Vietnamese people.

Vietnamese Dependence on Facebook Is Severe

As a rule, Vietnamese people’s dependence on Facebook is quite high. It would not be an exaggeration to say many have reached a point where they cannot live without it.

Some Check Facebook Around the Clock

Although it varies by individual, Vietnamese people keep Facebook on their minds day and night. They frequently post to their timelines and check what their “friends” are doing. Some have even checked Facebook around the clock and damaged their health as a result. Because it interferes with work and studies, the government periodically blocks access.

1,000-Plus “Friends” Is Normal

For Vietnamese people, Facebook serves as a kind of business card. Even with someone they have just met, they readily become “friends.” Having 1,000 “friends” is not unusual for a Vietnamese person. Posts easily clear 100 likes. Because they tend not to be highly guarded, they readily connect as “friends” even with indirect acquaintances or people they have never met.

How Vietnamese People Use Facebook

For Vietnamese people, Facebook goes beyond a tool for communicating with friends and colleagues. It is used in many different ways.

A Way to Expand Relationships and Networks

One way Facebook is used is to expand personal relationships and networks. Japanese users often follow people they already know to some degree, or celebrities and public figures. In Vietnam, by contrast, Facebook and other SNS platforms function strongly as tools for building connections, so people readily link up even with complete strangers. That network is sometimes put to use in business or in dating and marriage-seeking.

A Way to Promote Yourself or Your Products

It is also used as a way to promote oneself, products, services, and more. People present an appealing version of themselves on Facebook for job hunting, business, and finding friends or partners. Women in particular often skillfully edit images with tools such as Photoshop to promote themselves. Many also share their skills or businesses through Facebook. Another role of Facebook is to convey one’s prosperity, fulfillment, and happiness through photos of purchases and meals.

Like a Marketplace App

Facebook is also frequently used like a flea-market app. It is handy for buying and selling unwanted personal items or goods purchased overseas. Some people even buy Japanese cosmetics online and sell them in earnest as a side business. Unneeded company or shop equipment is also bought and sold on Facebook. When something catches their interest, they exchange messages, and once they agree, they hand it over in person or ship it via Grab or similar services.

A Substitute for Email and Phone Calls

Most Vietnamese people have a smartphone or a simple PHS-style handset, but there is no free calling service like those in Japan. To save on call charges, they use Facebook’s free calling app. For messages, they rely on Facebook Messenger. Because they check it so often, replies come quickly.

Points to Watch with Vietnamese Facebook Users

Dependence on Facebook varies among Vietnamese people, but if you sense that someone’s use may be high, it is wise to set clear rules for how it may be used.

Do Not Let Them Use Their Phones During Work

No matter how busy they are, Vietnamese people will try to check Facebook. Because they do not feel they are doing anything wrong, they may even post about what they are doing at work. They may also start taking photos for Facebook while dining with someone. For that reason, it is best to clearly explain that during work or conversation they should refrain from using their phones or checking Facebook.

Warn Them If You Notice Suspicious Connections

Facebook is convenient for building networks, but because they use it so often, Vietnamese people connect with all kinds of people. Technical intern trainees in particular tend to receive solicitations through Facebook for suspicious high-paying jobs. Vietnamese people can be susceptible to the lure of quick money, and accepting shady offers can lead them into crime. If you sense they are connected with suspicious people, it is best to caution them.

Conclusion

Vietnamese people are very skilled at promoting themselves on social media. If your company starts running SNS accounts, they could become immediate assets. At the same time, Facebook is so deeply woven into daily life that it is easy for work to take a back seat. That is why it is important to set clear rules for use during working hours in advance and support them in switching between on and off.