Consumer shopping trends in Vietnam in 2023 have borne many new and notable characteristics. Prioritizing the purchase of essential goods and valuing new technology experiences are two “bright spots” in the consumption picture. These two trends are expected to remain into the future, so businesses must identify and seize opportunities at the right time to ensure their offerings are consistent with changes among consumers. On December 21 in Hanoi, Tap chi Kinh te Viet Nam / VnEconomy will hold the Vietnam Cool Products 2023 program to honor products and services that are at the forefront of applying new technology and digitizing and greening to optimize operations, production, sales management, and effective marketing.