Hake, Tova-Li2025-08-192025-08-192025-08-19https://hdl.handle.net/2077/89354This study explores how gendered expectations around alcohol, shaped by social norms and social constructions, influence drinking behaviors among the Red Dao people in Nậm Ty, Vietnam. By examining both the motivations for drinking and the contexts in which alcohol is consumed, the research explores how men and women engage with alcohol in distinct ways. Drawing on theories of social norms and social constructionism, combined with concepts of masculinity and hegemonic structures, the study highlights how societal pressures and individual agency influence drinking behaviors. The methodology includes semi-structured interviews and ethnographic observations, providing a comprehensive understanding of participants' experiences and perspectives. Data were collected from married couples aged 30– 50 and analyzed thematically to identify recurring patterns. The findings reveal that alcohol plays a central role in social gatherings and rituals, serving as a medium for hospitality, bonding, and social cohesion. While both men and women participate in drinking, men face greater social pressure to consume alcohol due to their role as breadwinners, using alcohol to maintain social networks and secure job opportunities. Women, by contrast, tend to drink in more limited and socially regulated contexts, with greater freedom to decline. These gendered patterns reflect broader societal norms and expectations, illustrating how alcohol consumption both mirrors and reinforces gender roles. This study contributes to a deeper understanding of how gender norms and cultural traditions shape alcohol-related behaviors in ethnic minority communities.engtext