Lessons from Vietnam’s Campaign for a Tax on Sugar-Sweetened Beverages

Vietnam has experienced a rapid surge in sugary drink consumption over the past two decades, contributing to rising rates of obesity, Type 2 diabetes and other noncommunicable diseases that now account for more than 80% of deaths nationwide.

In 2024, as public understanding of these health risks remained low and beverage industry opposition intensified, the government proposed a national sugar-sweetened beverage tax to curb consumption.

This case study examines how Vital Strategies and partners mounted a nationwide communication campaign—using storytelling, community mobilization and strategic media engagement—to increase awareness, build public support and help sustain political will, ultimately contributing to the passage of Vietnam’s historic sugary drink tax in July 2025.