The transition towards a market-oriented economy in Vietnam has resulted in the emergence of novel social identities among the country's middle class. One such identity is "sính ngoại," a distinctive phenomenon in Vietnamese consumerism, that is extensively featured in local popular culture yet receives limited scholarly attention. The practice of "sính ngoại" is perceived as a medium to enhance one's social status, albeit regarded as unpatriotic. This discourse analysis examines the construction of "sính ngoại" in various media platforms, aiming to shed light on the influence of transnational consumption and social mobility on Vietnamese consumer behaviour. This economic identity shows Vietnam's adaption to modern societal dynamics and global influences.
