Abstract In the context of globalization and the profound transformations brought about by the digital era, which are exerting strong influences on cultural, moral, and social norms, Vietnamese university students - the core intellectual force of the nation - are facing significant challenges in defining and maintaining a positive and appropriate system of life values. This study focuses on analyzing the role of Vietnam’s traditional cultural values - including patriotism, benevolence, respect for learning, diligence, modesty, moral integrity, and community spirit - in orienting and enhancing the life values of contemporary students. Through an interdisciplinary approach combining cultural studies and sociology, along with an analysis of students’ real-life practices, the research demonstrates that traditional values not only serve as a foundational basis for personality formation but also function as an effective “filter” that enables students to select information wisely, behave responsibly, and adapt sustainably to the rapid development of the digital environment. However, under the increasing influence of materialism, individualism, and negative tendencies emerging from social media, the preservation and promotion of traditional cultural values must be strengthened through the innovation of moral and cultural education in schools, as well as the enhancement of the role of digital communication in shaping students’ awareness and behavior. The findings affirm the enduring significance of traditional cultural values in fostering a healthy, responsible, and humanistic lifestyle for the young generation of Vietnam amid the ongoing processes of international integration and digital transformation.