Sunscreen doesn't sell well in Vietnam because it's not just about low income, but also the high rate of motorcycle use and lack of public transportation. Sticky sunscreen can be uncomfortable due to dust, air pollution, sweat, and rain. Vietnamese women don't negatively view wearing glasses, which hinders the growth of the contact lens market. Unlike Korea, where wearing glasses is not a social stigma, the social acceptance of glasses in Vietnam leads to a slower growth in the contact lens market. The motorcycle culture in Vietnam, requiring helmets, also negatively impacts the sales of hair wax, gels, and sprays. Therefore, companies considering entering the Vietnamese market must thoroughly consider the social and cultural characteristics of Vietnam. Judging the Vietnamese market based on Korean standards can lead to failure. Before entering the Vietnamese market, thorough market research and analysis are essential to assess the suitability of products.