The hashtag ‘demeanor’ has gained almost 95 million views based on TikTok Trends data over the past four months in Vietnam.
The majority of the audience falls within the 18-24 age group, making up 55 percent of the total audience.
The second-largest group consists of viewers aged 25-34, accounting for 34 percent.
Contrary to the past when few people found these classes appealing, many young people are now showing interest and enrolling in these classes, which have become common on the internet and various social platforms.
Around 200-300 students sign up for courses of different durations and specializations every month, totaling 30,000 students so far, according to Nguyen Quynh Trang, the founder of A Dong Style Academy, a leading body esthetics and image center in Ho Chi Minh City since 2019. Trang has 109,000 followers on her Facebook account.
The majority of participants are female office workers, businesswomen, and housewives, primarily between the ages of 18-30.
Based on their individual needs and budgets, students can choose from a variety of etiquette courses with different lengths and depths of content.
Tuition fees range from VND500,000 ($20.6) to VND157.7 million ($6,491), depending on the specific format and duration of the course.
According to Trang, a class typically accommodates 25-35 attendees.
These courses cover table manners, graceful walking, elegant sitting, professional posing, reducing body hunching and wrinkles, and making attractive facial expressions from eyes to smiles.
In the meantime, Léna Académie, an etiquette center specializing in demeanor and etiquette training based in Hanoi since 2022, has attracted approximately 6,000 followers on its Facebook page.
Up to this point, the center has enrolled around 100 students, with 10 attendees per month.
Their courses last from one session to three days, with tuition fees ranging from VND800,000 ($33) to VND8 million ($329).
The academy has welcomed attendees of different ages and genders, mostly between 25-45 years old, according to Luong Thanh Ha, a lecturer at the center.
Léna Académie courses primarily focus on training table manners, handshakes, gait, outfit combinations, and facial expressions.
Many young people have changed their perspectives, mainly due to the popularity of these courses on social networks.
After a two-year hiatus due to the COVID-19 pandemic, this trend has started to flourish and gain popularity, according to Trang.
Currently, there are approximately 50 offline etiquette centers in Vietnam, with the majority located in Hanoi and Ho Chi Minh City.
Many used to believe that only the wealthy and aristocratic attended these classes, Trang stated.
What pleases her the most is seeing young women and housewives in their 30s attending these courses because they want to keep up with the modern world.
At Léna Académie, students are taught how to stand properly during social conversations or when posing for a picture. Photo courtesy of Luong Thanh Ha.
She believes that talent alone is not enough in today’s era; one’s character and style truly leave a lasting impression.
Learning proper demeanor and etiquette can create a professional impression at work, especially for newcomers to the workforce.
The courses include various crucial social aspects such as handshakes, communication, walking, smiling, talking, posing for the camera, and more, as informed by Ha.
Many young people enroll in etiquette courses to upgrade themselves, boost their confidence, and become more energetic, according to Ha.
What do youth and experts think?
Doan Quang Nghia, 21, a university student in Ho Chi Minh City, said he spent VND4 million ($165) on a three-month course that instructs learners in communication, pronunciation, and facial expressions.
He studies with a group of friends, which reduces the tuition fee.
“Investing in soft skills courses, like etiquette training, offers undeniable benefits, as it empowers me to refine my communication and demeanor to a far greater extent,” Nghia said.
“Furthermore, possessing such skills would greatly benefit me in my job.
“A part of me is suffering from FOMO, or ‘fear of missing out’, in which one worries about not being included in important events or good opportunities and being afraid of falling behind my friends and colleagues due to their progress and skills.”
After taking the etiquette course, he smiles more confidently and understands that he does not need to talk constantly, as a bright smile is enough to attract others, Nghia said.
Nguyen Thi Minh Nga, 24, an English teacher in Hanoi, said she plans on taking an etiquette course and will set aside 5-10 percent of her monthly income to pay for the tuition.
“Being a timid person who lacks confidence hinders me in teaching and communicating with colleagues. So I suppose attending etiquette classes will help me overcome my weaknesses,” she explained.
Meanwhile, Pham Nguyen Minh Anh, a 22-year-old resident of Binh Chanh District, said that many friends have asked her to join a course with them.
While Anh initially embarked on this journey solely for enjoyment, she discovered that the experience also brought her a multitude of valuable benefits through etiquette training.
“In the past, I didn’t pay much attention to my sitting posture, so I just sat instinctively. I didn’t expect that my seated stance would greatly affect the person sitting across from me and that I would create a bad image,” Anh said.
“Mastering the art of seating involves occupying only half or a third of the chair’s width, instantly creating a slimmer and more elongated silhouette.
“Elevate the grace by positioning your hands comfortably in front of your thighs, a subtle touch that adds elegance, particularly when adorned in a shorter skirt.”
Pham Thi Thuy Trang, deputy head of the Department of Sociology under the University of Social Sciences and Humanities in Ho Chi Minh City, said this trend is a positive indication that young people are highly dynamic and proactive in seeking and selecting information on social networks.
They are also able to register for soft skills courses that are most optimal and suitable for their needs.
This is an investment in a positive self-image, bringing many benefits, particularly when it comes to job applications, Trang remarked.
In addition to a well-crafted résumé highlighting notable expertise and ethical values, she emphasized the importance of obtaining soft skills certificates.
This not only leaves a significant impact on recruiters but also opens up a myriad of opportunities for the future.
According to Trang, there is a current trend among young people to focus on personalization and self-branding.
With social media providing access to a plethora of options and current trends, it has become increasingly convenient for young individuals to discover courses that align with their preferences at an affordable cost.
It is crucial to recognize that the growing prevalence of privately owned etiquette centers, despite their extensive media coverage, raises the risk of encountering illegitimate establishments.
Therefore, young people should be cautious when selecting an institution to study at, to avoid scams that could waste both time and money.
It is recommended that students choose reputable and well-established institutions that charge moderate tuition.
Two great options are the Youth Culture House in District 1, Ho Chi Minh City, and the Student Culture House in Thu Duc City, as noted by Trang.
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