Sei-katsu-sha Forum in Vietnam: Gender Equality at Home

May 4, 2018
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New Perspective of Gender Equality at Home: Who Rules the House?

Ho Chi Minh City—May 4, 2018—Hakuhodo Institute of Life and Living ASEAN (HILL ASEAN) a think tank established in Thailand in March 2014 by Japan’s second largest advertising company, Hakuhodo Inc. (Minato-ku, Tokyo; Masayuki Mizushima, President & CEO), (Hakuhodo) today in Ho Chi Minh City announced findings from its latest research into ASEAN sei-katsu-sha*.

*Sei-katsu-sha are more than simply consumers, just as people’s lives and lifestyles include more than just shopping. Hakuhodo introduced this term in the 1980s to emphasize its commitment to a comprehensive, 360-degree perspective on consumers’ lives

Titled “New Perspective of Gender Equality at Home: Who Rules the House?”, the presentation covered the division of household chores and childrearing between husbands and wives and how ASEAN and Vietnamese couples make purchasing decisions. It also highlighted the implications these findings have for marketing. Once a year, HILL ASEAN Vietnam Team announces findings from its research into Vietnamese sei-katsu-sha, Hakuhodo’s term for the holistic person. This was the third such presentation.

As a topic, gender equality gets a lot of attention in global society. HILL ASEAN Vietnam Team studied gender from sei-katsu-sha perspectives, by looking at equality between spouses.

HILL ASEAN Vietnam Team’s research shows that Vietnamese households where the husband works outside and the wife takes care of the home and children are now in the minority, accounting for just 25%, and that the majority of households, 74%, share chores and childrearing duties. These Sharing households can be further subdivided into Task-based Sharing households, where household chores and childrearing roles are shared equally, and Flexible Sharing households, where these tasks are handled flexibly by whoever can do it at the time. Switched households, where the wife works outside and the husband takes care of household chores and childrearing account for 1%.

HILL ASEAN Gender Equality Perceptions Survey

The research also found that satisfaction with the division of roles differed between the four household types, with satisfaction highest in couples in Task-based Sharing households. Differences in decision-making processes were also found between household types.

For details on HILL ASEAN presentation, please visit the HILL ASEAN website at

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