<![CDATA[Urbanization in Vietnam has accelerated significantly over the past decades, transforming social and cultural dynamics in major cities such as Hanoi and Ho Chi Minh City. This rapid urban growth has influenced the lifestyles, values, and cultural identity of Generation Z (born 1997–2012), who navigate a tension between traditional Vietnamese values and contemporary urban culture. This study aims to examine how urbanization shapes family values, urban lifestyle trends, and the role of social media in forming cultural identity among urban Vietnamese youth. A qualitative case study approach was employed, focusing on 40 respondents aged 18–26 in Hanoi and Ho Chi Minh City. Data were collected through in-depth interviews, participatory observation, and social media content analysis, and then analyzed using thematic analysis to identify patterns, relationships, and variations across the two urban contexts. Findings indicate a significant shift in family values, with 45% of respondents adopting individualistic orientations and 68% reporting decreased family involvement, while 55% continue to preserve traditional values. Urban lifestyle trends include frequent visits to cultural cafés (78%), co-living arrangements (38%), and engagement in startups (28%), reflecting collaborative and creative urban practices. Social media plays a crucial role in expressing hybrid cultural identities, with 88% of respondents following global trends, 83% watching and sharing entertainment videos, and 73% sharing cultural content. These findings highlight the complex interplay between urbanization, lifestyle, family values, and digital platforms in shaping adaptive, hybrid identities. Future research should include longitudinal studies, cross-country comparisons within Southeast Asia, and digital ethnography to examine algorithmic influences on cultural preferences, identity formation, and online community dynamics.]]>
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