The Joyful Nest launches campaign to support new, expecting mothers

According to the General Statistics Office, Vietnam’s fertility rate dropped to 1.95 children per woman in 2023, with even lower figures recorded in major urban centers like Ho Chi Minh City and Hanoi. This follows broader regional trends seen in Japan, South Korea, and Taiwan (China).

In response, The Joyful Nest, a premium postpartum care center in Ho Chi Minh City, has launched an initiative focused on supporting, not pressuring, new and expecting mothers—offering practical help, emotional care, and a message of encouragement for growing families.

The Joyful Nest launches "A Gift of Multiple Joys" campaign to support mothers during postpartum period. Photo courtesy of The Joyful Nest

The newly launched "A Gift of Multiple Joys" campaign celebrates all mothers due between May and September, offering thoughtful postpartum care gifts, recovery support, and special recognition for families expecting twins or triplets.

As part of the campaign, one mother of triplets will be awarded a 14-day fully gifted stay at The Joyful Nest. Meanwhile, mothers expecting twins can enter monthly prize draws held from June to August to receive 7 days of professional postpartum home nanny care or 50% off a 14-day stay at the center.

While postpartum recovery centers are a growing industry in Taiwan and South Korea, where governments often subsidize care for new mothers, Vietnam is just beginning to explore this model.

In Taiwan, local governments provide financial support for stays at "zuo yue zi" centers, and in Korea, first-time or low-income mothers can access public vouchers for postnatal support at private "sanhujoriwon" facilities.

The Joyful Nest has drawn from these models while adapting them to the cultural context of Vietnam.

"We’re proud to pioneer this type of care right here in Ho Chi Minh City," said Kun Jiang, founder of The Joyful Nest. "Vietnamese mothers are incredibly strong, but strength shouldn’t mean going through early motherhood alone. Our healthcare system is evolving, and I truly believe Vietnam is ready to lead the region in showing how postnatal care can be done with both heart and excellence."

Kun also emphasizes that the postpartum period, which is often overlooked in mainstream healthcare, is a time when women deserve the most support, not the least.

The Joyful Nest offers a nurturing sanctuary where five-star hospitality meets clinical care and traditional Asian postnatal wisdom. Mothers are supported in private suites with 24/7 nursing, nanny, and lactation guidance, enjoy meals designed by nutritionists, and receive daily postnatal massages to aid recovery. Optional home nanny services are also available after discharge. In this environment, every detail is designed to support deep rest and joyful bonding.

"We believe postpartum care is a right, not a luxury," Kun shared. "Through this nurturing space, we hope to transform how families experience those delicate first weeks and how they embrace the journey of growing their families in Vietnam."

Dr. Tuyen Vo, an obstetrician at Tu Du Hospital and lecturer at the University of Medicine and Pharmacy in Ho Chi Minh City, noted that mothers of multiples face increased physical challenges, such as postpartum hemorrhage and fatigue.

"Structured support, including professional infant care and rest, can greatly improve maternal and newborn outcomes," Tuyen said. " Campaigns like this help raise awareness of the clinical importance of the fourth trimester which is the 3 months after delivery."

Roger Mathisen, East Asia Pacific Director for Alive & Thrive/FHI 360, added that expanded support for postpartum care could encourage more families to feel confident about having children.

"Enhancing public policy and incorporating international best practices will be essential to meet the evolving needs of mothers and families in Vietnam," he said

Applications and nominations for the campaign are open until August 15. More information can be found here.