•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
In just 10 days since launch, more than 5,000 young people selected Max Card, signaling a shift in how younger consumers choose and use credit cards in an increasingly competitive market.
McKinsey’s State of the Consumer 2025 report says young consumers no longer spend broadly; instead, they concentrate spending on experiences that matter while optimizing or cutting back in other categories. The report also notes that they expect shopping and payments—including credit cards—to work flexibly around their personal schedules.
As a result, the card selection criteria are changing. The decision is moving away from simply choosing the card with the highest rewards and toward finding a card that fits an individual’s lifestyle.
VIB’s Max Card is built around this lifestyle-fit approach. Rather than relying on a traditional tiered customer ranking, the product allows users to actively select and change benefit packages based on spending phases directly in the Max powered by VIB app, without visiting a bank or completing cumbersome procedures.
After 10 days, 5,000 cards have been issued.
According to Ms. Tuong Nguyen, Vice General Director of VIB, the bank is redesigning its card strategy by simplifying the product lineup and focusing on real usage needs. Instead of creating many card lines with fixed structures, VIB is moving toward flexible solutions where each card can reflect different characteristics depending on spending behavior and lifestyle—particularly targeting the youth segment with modern payment methods and higher personalization.
Max Card includes four membership packages: Starter, Plus, Pro, and Elite. These packages are not presented as ranks; they represent a user’s spending status at a given time.
The four packages apply across five main spending categories: shopping, dining, travel, entertainment, and online transactions. Off-category transactions earn 0.1% cashback.
The article highlights that personal spending is cyclical rather than linear. McKinsey notes that Gen Z tends to spend selectively, concentrating budgets on categories that matter most rather than distributing spending evenly. Categories such as dining, travel, entertainment, and fashion shopping may be high in certain periods but vary across the year.
It describes typical patterns: in ordinary months, spending concentrates on dining, living expenses, and daily transactions; during travel seasons or long holidays, airfare, hotels, and experiences take a larger share; by year-end, shopping demand rises—especially during major promotions; and at the start of the year, users review and adjust their financial plans.
In this context, a fixed annual promotion structure is described as inefficient. Max Card allows users to adjust membership packages by timing—such as upgrading before holidays to maximize travel cashback, choosing a higher cashback package before year-end promotions, and keeping the basic package during stable spending months. The process is handled within the app, without calls or approvals.
VIB’s card strategy going forward is described as shifting away from the number of products toward delivering experience and practical value. AI technology and real-time personalization are positioned as the foundation for adapting each card to individual needs.
The article frames the broader consumer shift as moving from controlling spending to managing cash flow more proactively and systematically to maximize long-term value, with Max Card designed to support different life stages through customization and cycle-based efficiency.
VIB is offering one month of free membership for the first 2,000 Max Cardholders who meet program conditions.
This summer, VIB will bring 11 cardholders to the stadium to watch FIFA World Cup 2026™. These cardholders won in the program “From VIB Visa Cardholder to FIFA World Cup Golden Ticket,” including a 6-day/5-night trip to the United States with a pair of FIFA World Cup tickets at Dallas Stadium valued at 320 million VND, and 10 pairs of tickets to watch the FIFA World Cup live at Dallas Stadium valued at 154 million VND each. The detailed list will be published on vib.com.vn on 24/04/2026.
Premium gym chains are entering a “golden era” that is ending or already in decline, as rising operating costs collide with shifting consumer preferences toward more flexible, community-based ways to exercise. Long-term memberships are shrinking, margins are pressured by higher rents and facility expenses, and competition from smaller, more personalized…
