How can the enduring allure of age-old traditions coexist harmoniously with the dynamism of contemporary life within popular culture? By employing ‘semiotics,’ 'globalisation,' and 'cultural hybridity', this project delved into Vietnamese drinking culture as the intersection of folk, mass, and high culture of drinking behaviour. The team examined the historical underpinnings of Vietnamese drinking practices, evaluating its widespread prevalence. Through this, valuable insights were garnered about public health, societal conduct, and economic dynamics engendered by the popularity of the drinking culture in Vietnam. This investigation also raised thought-provoking points about women and their cultural roles, along with gender equality within the drinking sphere. Furthermore, it explored how international drinking customs find their way into Vietnam and interact with the nation's unique traditions.
