When Yui Nakade, a master's student at Lund University in Sweden, arrived at Ho Chi Minh City by video call in early 2026, she was trying to answer a simple question: why are young Vietnamese consumers becoming interested in organic products? Her working theory was that traditional values, passed down through generations, would explain it. Her fieldwork, carried out with the support of EfD Vietnam's student network, told a different story: health and family trust matter far more than tradition, and many young people know less about organic products than she expected.