Economic Reform in Vietnam, also known as Doi moi, brought about a lot of changes in the country. From a country that often received rice aid from international donors, Vietnam became the second biggest rice exporter in the world. Between 1993 and 2004, the incidence of poverty according to international standards dropped from 58 to 20% (United Nations Develpoment Programme 2007). In January 2007, Vietnam joined the World Trade Organization, which was a new challenge but also an opportunity to expand trade to boost the country’s economy further. With economic development, the streets and the people appeared to have a new look, especially in the cities. The anthropologist and longtime researcher – Tine Gammeltoft – recently wrote: