Happy International Men’s Day

What does masculinity really mean today?

Masculinity is being redefined around care, responsibility, and partnership rather than authority. Among urban Vietnamese men, cleaning the house (71%), taking care of children (64%) and the elderly (35%) is no longer seen as purely women’s work, but increasingly a shared effort between partners.

This means men are now key decision-makers and users of home care, baby care, and health care products. When brands portray men confidently doing housework, caring for children, and looking after elders, they create authentic stories that resonate with modern families and build stronger emotional connections.

19 November is a moment to reflect on and appreciate the contributions of the men around us. Stay positive, stay strong, and keep being a rock for your loved ones.