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New Reeracoen Group x Rakuten Insight survey finds Vietnam leading six ASEAN markets in hiring expansion and consumer optimism, while AI and automation emerge as the top career-change motivator
HO CHI MINH CITY, Vietnam, Sept. 17, 2026 /PRNewswire/ — Vietnam has emerged as ASEAN’s strongest growth story, according to new findings from The Great Restructuring: ASEAN Consumer & Business Pulse Survey 2026, published by Reeracoen Group, a leading Asia-based recruitment and HR solutions group, in partnership with Rakuten Insight.
Masato Sekine, Country Manager, Reeracoen Vietnam
Among the six ASEAN markets surveyed, Vietnam recorded the highest consumer optimism at 48%, the highest proportion of businesses reporting improving revenue at 46% and the highest hiring-expansion rate at 16%. At the same time, AI and automation have become a notable workforce signal, ranking as the leading career-change motivator among Vietnamese respondents considering a move.
Growth and hiring momentum
The report’s business data reinforces the positive outlook. 59% of business leaders are confident about the business outlook, while only 4% see limited opportunities. A further 27% of businesses are increasing investment, the second-highest proportion in ASEAN, behind Thailand.
Further strengthening resilience, 43% of Vietnamese businesses cite supply chain diversification as a response to uncertainty—the highest proportion among the six markets surveyed.
Masato Sekine, Country Manager, Reeracoen Vietnam, said:
“Vietnam’s strong business confidence and hiring momentum present significant opportunities, but companies that invest early in attracting and developing skilled talent will be best placed for long-term growth.”
Technology-driven career decisions
Technology is also becoming a factor in how Vietnamese consumers think about their careers. Among the 20% considering a career change, 39% cite AI and automation as their primary motivator, marginally ahead of income growth and work-life balance at 37% each—the only market where AI and automation rank first among career-change motivations.
Optimism Remains Strong
Economic concerns remain present, but Vietnamese consumers are comparatively more positive about what lies ahead. While 73% report economic worry, this is the lowest rate among the six markets surveyed. Vietnam also records the region’s lowest consumer pessimism at 13%, alongside its highest optimism at 48%.
Vietnamese consumers are also taking a measured approach to their finances. Saving is the top financial response at 65%—the highest in ASEAN—followed by seeking additional income at 55%. While 83% say they are spending more cautiously, half describe that change as moderate, compared with 33% who are being much more cautious.
Peh Cher Fern, Sales Director, Southeast Asia, Rakuten Insight, said:
“Vietnam stands out in the survey for the positive signals seen across both consumers and businesses. Consumer optimism is the highest among the six markets surveyed, while businesses report strong revenue improvement and hiring expansion. At the same time, AI is emerging as an important factor in career decisions, highlighting how economic confidence and workforce change are developing together.”
For the full six-market findings, including country-by-country profiles and a Leadership Playbook of eight strategic priorities for regional expansion, download The Great Restructuring: ASEAN Consumer & Business Pulse Survey 2026.
Download the report at: https://www.reeracoen.com.vn/en/events/the-great-restructuring-asean-consumer-business-pulse-survey-2026-client?utm_source=PR&utm_medium=CTA&utm_id=asean-study-2026
About Reeracoen Group
Reeracoen is a leading Asia-based recruitment and HR solutions group, connecting talent with forward-thinking organisations across the region. With 9 offices across 6 major Asian markets, Reeracoen combines deep local market expertise with cross-border recruitment capabilities to support sustainable business growth.
Beyond recruitment, Reeracoen provides market intelligence, workforce insights, salary research, and employer advisory services, helping organisations make informed talent and business decisions in an evolving regional economy.
Reeracoen’s commitment to service excellence has been recognised through multiple industry awards, including Best Recruitment & Talent Acquisition Agency (2025, 2026), Client Service Excellence Award (2026), Best International Recruitment & Talent Acquisition Agency (2024), and Best Executive Recruitment Agency (2024).
For more information, visit https://www.reeracoen.com.vn.
About Rakuten Insight, Inc.
Rakuten Insight, Inc. is a wholly owned online market research subsidiary of Rakuten Group, Inc., a global leader in internet services headquartered in Tokyo.
Established in 1997 as AIP Corporation and integrated into the Rakuten Group in 2014, Rakuten Insight operates a research panel focused on 12 major Asian markets and the United States, with a panel network spanning 60 countries and regions.
With offices in 11 countries and regions, the company provides market research for more than 500 leading companies worldwide. Rakuten Insight Singapore serves as a regional hub providing multi-lingual and multi-functional operational support for clients across Southeast Asia.
For more information, visit https://insight.rakuten.com.
Peh Cher Fern, Sales Director, Southeast Asia, Rakuten Insight
