Chapter 1: Introduction: Who are the Urban Middle Class in Vietnam? Daniéle Bèlanger, Lisa Drummond, Van Nguyen-Marshall.- Part I: Historical Perspectives.- Chapter 2: Advertising, Modernity and Consumer Culture in Colonial Vietnam: George Dutton.- Chapter 3: Cuisine and Social Status among Urban Vietnamese, 1888-1926: Erica Peters.- Chapter 4: The Associational Life of the Vietnamese Middle Class in Saigon (1950s-1970s): Van Nguyen-Marshall.- Part II: Comtemporary Perspectives: Chapter 5: Middle-Class Landscapes in a Transforming City: Hanoi in the 21st Century: Lisa Drummond.- Chapter 6: Finances, Family, Fashion, Fitness and .....: The Changing Lives of Urban Middle-Class Vietnamese Women: Ann Marie Leshkowich.- Chapter 7: Exhibiting Middleclassness: The Social Status of Artists in Hanoi: Nora Taylor.- Chapter 8: Banking on the Middle Class in Ho Chi Minh City: Allison Truitt.- Chapter 9: When de Dai Gia (Urban Rich) go to the Countryside: Impacts of the Urban-fuelled Rural Land Market in the Uplands: To Xuan Phuc.- Chapter 10: Afterword: Consumption and Middle-Class Subjectivity in Vietnam: Elizabeth Vann