With Vietnam being a young country, the younger generation became more important over the review period to many industries, including health and wellness. Indeed, a visible trend was that thanks to the country’s further integration into the world, Vietnam registered higher living standards, improved education and higher disposable incomes, and many more young people in the country became increasingly aware of health, fitness and wellness. Thus, many manufacturers launched products targeted at younger people as a result of the trend towards health and wellness. Fresh, active and free living images of young men and women were promoted widely in most manufacturers’ advertising campaigns. The television advertisements for Number One Vitamin by Tan Hiep Phat Group and Wonderfarm Winter Melon Tea Lite by Interfood Shareholding were typical examples.