La vache qui rit

Forbes recently printed a McKinsey report about the coming consumer society in Vietnam. In other words, we will soon see La Vache qui rit in supermarkets along side real cows which are still allowed to roam free in the country side.

Vietnam 2040 will very much resemble US 1950, when the going was good: chicken in the pot and Chevy in the driveway.

Auto dealerships have sprung up at the outskirts, such as Dong Nai: Toyota, Honda and Ford.

Billboards build brands: Liberty Insurance, Prudential and VNPT.

Supermarts, hypermarts and convenient stores are found everywhere, selling of course, high margin, high carb items. KFC, Carl’s Jr and Lotteria employees are tasked to ask if you wanted fries and soda (combo no 1).  An underground mall has recently been opened in Hanoi to much fanfare.

In the country side, people however are happy with satellite TVs, internet hook up and mobile phones. Every house is an enterprise, either bed and breakfast, or coffee shops.

There is a price to pay by giving up traditional society for a consumer one. Vietnam will encounter those social problems Westerners already knew too well:

attachment to things will only lead to addiction, called shopaholism.  Shopaholic sometimes turns shoplifter as well.

It’s an unending cycle: the more things you owe, the less satisfaction you get out of them, hence, the more you think you need to reach old-level high. More results in less and not more happiness.

But advertisers will push this Pavlovian model to the brink.

Kids with glasses spend more screen time than face time with their parents or friends.

And they will eat La Vache Qui Rit, an inherited brand since before 1975,

and never know or see a real cow. It will be the age of vending machine: putting in a coin, and the coke comes out. No question asked. Period. Have you ever seen a real cow laughing? Or the sound of one hand clapping? Get real!