Vietnam’s digital classrooms: Balancing early education and screen-time

Vietnam pre-school and early education: Vietnamese mothers today are raising children in a world where education and digital exposure are deeply intertwined. From preschool enrolment decisions to enrichment programs and screen time rules, mothers are both gatekeepers and enablers of their children’s futures. Their choices reflect a delicate balance: the ambition to prepare children for success, the cultural values of structured parenting, and the new realities of digital-first childhood.

The Vietnam mother care and baby care report provides a rare look at how mothers think about their children’s learning journeys, from early schooling to digital play. For brands in Vietnam pre-school and early education, the insights are clear: success requires aligning with mothers’ aspirations for holistic education, safe digital tools, and culturally rooted parenting values.

Cimigo’s report includes insights from 1,500 mums aged 25–44 in HCMC, Hanoi, Danang, and Can Tho. It reveals how parenting in Vietnam is evolving across emotional, cultural, and digital touchpoints. Cimigo maps the full consumer and emotional journey of Vietnamese mums, from prenatal care to postnatal care, infant nutrition and baby care decisions from products to pre-school education and lifestyle values.

Parenting ambitions and early education goals in Vietnam

Academic readiness vs. natural development

Mothers in Vietnam remain ambitious but divided. While 18% want their children to excel academically at the highest levels, most (82%) prefer a more balanced approach, blending natural development with guided learning.

Tiger mums, the most dominant style, push for discipline, measurable achievement, and structured enrichment.
Caring mums emphasise academic prestige, often preparing children for top schools and universities.
Discovery mums lean entrepreneurial, valuing creativity and innovation.

This spectrum of expectations means brands cannot take a one-size-fits-all approach. Depending on the parenting mindset, messages must flex from rigorous achievement cues to holistic growth stories.

Preschool enrolment as a milestone in Vietnam

Nearly half of Vietnamese children under six are not yet enrolled in preschool, mainly because mothers feel the child is too young or already well cared for at home. Enrolment typically starts between two and three years old, with mothers citing peer interaction and life skills as key motivators.

City patterns differ:

Hanoi mums prefer public schools, seeing them as affordable and trustworthy.
Danang and Can Tho mums show greater openness to private and bilingual preschools, driven by a desire for modern facilities, smaller class sizes, and international-style curricula.
HCMC mums balance modern options with emotional parenting, often blending structured education with enrichment.

The pull of private schools in Vietnam: Aspiration and opportunity

Private and bilingual schools are becoming the aspirational choice for affluent and aspirational segments in Vietnam’s pre-school and early education. These schools are perceived to offer:

Stronger English-language instruction is a top priority for parents preparing children for global opportunities.
Holistic curricula, blending academics with soft skills, life skills, and creative enrichment.
Prestige and trust, private schools are seen as investments in social mobility and long-term opportunity.

For education providers, the lesson is clear: attracting young learners means offering parents a vision of the future. The most compelling strategies combine:

English-first positioning, reassure parents that fluency starts early.
Proof of holistic development, highlight soft skills, creativity, and emotional growth alongside academics.
Trust signals, accreditations, international partnerships, and testimonials from other parents.
Modern infrastructure stories, safe, innovative, tech-equipped learning spaces that reassure mothers their children will thrive.

Enrichment priorities: Vietnam early education insights

Enrichment is no longer "optional" but a core part of childhood in urban Vietnam

Vietnamese mothers invest heavily in supplementary learning and enrichment. Across all parenting styles, three themes dominate:

English fluency is seen as the passport to global opportunity. Caring mums especially emphasise this as a gateway to top universities.
Life skills, independence, soft skills, and confidence rank high, reflecting a desire to prepare children for modern challenges.
Music and creativity build confidence, spark joy, and nurture talent.

These choices highlight a broad ambition: raising well-rounded, future-ready children. Enrichment is no longer “optional” but a core part of childhood in urban Vietnam.

Early childhood screen time begins early, but shifts with age

Vietnamese children start with TV in their early years, but by ages 3–6, they move into learning apps, games, and interactive content. Mothers walk a fine line:

57% set daily limits, and
38% use parental control apps, with stricter monitoring among Caring mums.
Tiger mums are more permissive, allowing broader digital exploration as long as guidance is present.

Digital exposure is less about entertainment, more about learning. Mothers want tools that deliver both education and safe engagement.

Regional differences in digital parenting

Can Tho mothers are the most open, with 30% allowing earlier exposure to technology for learning.
Danang mothers lead in parental app usage, showing stronger caution and control.
Hanoi and HCMC reflect a middle ground, balancing restrictions with enrichment.

This suggests that digital brands must localise their safety, trust, and benefit messages by city.

Nearly half of Vietnamese children under six are not yet enrolled in preschool

By preschool age, children in Vietnam are active online. YouTube dominates, but TikTok, Facebook, and Zalo are increasingly common among 3–6 year olds.

Tiger mums are more permissive with social accounts, especially on Facebook and Zalo.
Caring mums set stricter boundaries, often choosing structured apps over open platforms.

For brands, this means opportunities to design age-appropriate content ecosystems that reassure parents while engaging children.

Top Vietnam early education insights

Mothers see education as the single most powerful investment in their child’s future. Position education as holistic growth, balance academic achievement cues with emotional, life-skill storytelling.
English and life skills top enrichment priorities, with music and creativity as secondary drivers. Promote English fluency and life skills as non-negotiables, backed by strong social proof and expert validation.
Education and screen time are not opposites but two sides of the same ambition: raising capable, confident children. Blend offline and online education touchpoints, schools, enrichment centres, and digital platforms must reinforce each other.
Life stage drives ambitions, academic focus, with life skills and holistic growth dominating preschool years.
Preschool enrolment is delayed but purposeful, with mothers seeking both affordability and quality. City-level differences matter; Hanoi trusts public education, while Danang and Can Tho show growing demand for alternatives.
Mothers want safe, controlled digital tools; education-first apps have higher trust than pure entertainment. Develop safe digital ecosystems, apps, and platforms that highlight learning, not just play.
Tiger mums drive early digital adoption, while Caring mums demand stricter control and reassurance. Segment by parenting style, Tiger mums want proof of achievement; Discovery mums want creativity; Caring mums demand prestige.
YouTube dominates, but TikTok and Facebook rise with preschool-age users, creating new brand engagement channels. Leverage YouTube, TikTok, and Facebook with age-appropriate, co-viewing content strategies. Engage Tiger mums as digital influencers; their openness makes them powerful advocates.
Mothers balance trust and caution in digital parenting, openness to tech in Can Tho vs. stricter control in Danang. Localise campaigns by region, aligning with affordability, trust, or innovation cues. Support parental control, features that reassure Caring mums will boost adoption.

The rise of social platforms for kids in Vietnam

Vietnamese mothers are preparing their children for a future that is both academic and digital. They are ambitious yet protective, digitally open yet cautious, and regionally diverse in their choices. For brands, winning in this space requires empathy, segmentation, and innovation, not just selling products but partnering with mothers on their journey to raise capable, confident, and connected children.

This is not just about education or screen time. It’s about trust, growth, and the future of Vietnam’s next generation.

Unlock deeper insights now

For more insights on Vietnam pre-school and early education and other mother-care and baby-care categories, such as infant formula and diapers, visit AskCimigo and interrogate the report with our AI assistant.

Unlock the Vietnam mother care and baby care report, interactive dashboards and AI interrogation by subscribing for only VND 5,999,000 / month (US$265 / month), including access to many more reports and interactive dashboards.

Unlock the Vietnam mother care and baby report

If you have any questions or specific needs, please get in touch with us at ask@cimigo.com.

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