<p>Vietnamese proverbs constitute a dense repository of folk wisdom through which moral norms and cultural identity have been transmitted across generations. Rooted in Confucian, Buddhist, and indigenous thought, they articulate a worldview centered on harmony, respect, solidarity, and communal responsibility. This article examines Vietnamese proverbs as ethical instruments and evaluates their contemporary relevance in education, corporate communication, and digital media. To address gaps in existing scholarship, the study adopts a convergent mixedmethods design, combining qualitative content analysis of 200 proverbs with a stratified survey of 350 respondents. An original socioethical coding scheme, validated through intercoder reliability (Cohen’s κ = 0.78), identifies three dominant thematic clusters: community solidarity, ethical consumerism, and environmental stewardship. Quantitative results reveal a critical “attitude-usage gap”: while 89.4% of participants regard proverbs as important for modern life, only 13.7% report frequent everyday use. Crucially, cross-tabulation analysis highlights a sharp generational divide, indicating that for the “Digital Native” cohort, proverbs are shifting from active communicative tools to passive cultural symbols. The article argues that while Vietnamese proverbs remain morally resonant, they face challenges from globalization and digital resignification (including satirical adaptation). It proposes interdisciplinary strategies—particularly curriculum integration and digitally mediated dissemination—to preserve their ethical functions while recontextualizing them for contemporary society.</p>