Dentsu Redder & Social Life Institute launched a comprehensive 15-month research project examining the identities of Vietnamese Late Millennials and Gen Z. The project is also conducted in partnership with C+P Consulting Asia. The research is structured into three phases, with the initial report scheduled for release in December 2024 and the comprehensive report by July 2025. This study aims to provide in-depth insights into the identities and perceptions of Late Millennials and Gen Z within the today Vietnamese context. It will address both broad and specific dynamics from historical, current, and future perspectives. The research will delve into significant life themes of the participants and aims to illuminate the "black boxes" that shape their values, perspectives, and lifestyles in relation to their environment and various relationships.