Western Influence and Vietnamese Women

By Mimi | Published January 20, 2014
The way Vietnamese culture influences a modern women’s position in Vietnamese society was my original research topic for this class. I’ve interacted with more women than men on this trip, starting with the flight from Dulles on Korean Air. Many of the students I’m traveling with observed that the fleet stewardesses on our flight were all held to a certain standard of beauty and conformation with their peers. These were women with very similar body types, skin tones (in Asian countries pale skin is considered the most beautiful), and hairstyles. Not very similar to my experiences with airlines within the USA that are held to equal opportunity employment standards, where the most qualified applicant gets the job. Fitting these standards of beauty seems to be what qualifies these women for a job as an air stewardess. It was also observed that the stewardesses on the flight from Seoul to Hanoi did not conform quite as closely.
During our food tour in Hanoi our tour guide, a well spoken, qualified and charming woman told us that the reason one sees mostly women working as vendors on the street is that they’re working to support their families. If a young woman is seen as a strong, hard worker she might be chosen as a wife for one of the older women’s sons. When asked, “Well what do the men do?” She flippantly replied, “Lots of drinking and domestic violence.” That’s a whole other blog post waiting to happen.
I’ve also seen lots of western influence in what is considered beautiful and therefore marketable. The market for plastic surgery is huge in Southeast Asia (20% of women aged 20-49 have undergone feature altering procedures in Seoul alone). Even one of the tailors in Hoi An was called “Blue Eye” (http://www.blueeyeshop.com/) another testament to American beauty standards influencing Vietnamese culture and therefore heavily influencing marketing and business strategies.
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