• 93 million people (more than California, New York and Florida combined)
(World Bank)

• GDP growth since 1990 second only to China; projected to grow at 6%+ annual rate through 2022
(General Statistics Office of Vietnam and International Monetary Fund)

• Average age of 28; youth culture widely apparent
(World Bank)

• 73% of women work, compared with 50% worldwide
(World Bank)

• 94% literacy rate, higher than global rate
(World Bank)

• About 70% still live in rural areas; urbanization is in early stage
(World Bank)

• Middle class doubling in size by 2020 to 33 million, signaling rise of consumer and investor class
(Boston Consulting Group)

• Retail sales rose 10.2% in 2016