The Making of Consumer Culture in South Vietnam, 1965–1975

Co-sponsored by the Asia Center

Half a century has passed, yet the artifacts and memories of consumer goods imported from the United States and other countries in the mid-1960s continue to serve as vivid reminders of a distinct historical period. While encounters with Western consumer culture had begun during the French colonial period, the intensification of the Vietnam War from 1965 onward marked a pivotal moment that profoundly influenced the formation of a consumer culture in South Vietnam. This talk examines the various mechanisms through which consumer goods were introduced into South Vietnam, and analyzes how this influx of commodities reshaped the urban landscape and everyday life in the South between 1965 and 1975. Through this analysis, the study offers insights into South Vietnam’s modern history through the lens of consumption, providing a critical examination of the emergence and enduring impact of its consumer culture.