Socio-cultural-Vietnam has an extremely young population with rising household incomes, which forms a very attractive consumer base. Vietnam has a population of around 9o million people, with 7o% under the age of 35 (Ahmad, 2010). English is the second most spoken language in the country, combined with a literacy rate of 9o% (Ahmad, 2010).This, combined with strong Confucian work ethie creates a highly capable workforce