Background <p>Despite the high burden of depression in Vietnam, little is known about the knowledge, attitudes, beliefs, and practices among Vietnamese people with depression in contemporary society. The study aims to explore in depth knowledge, attitudes, and practices related to depression among those with depressive symptoms of depression in contemporary Vietnamese society.</p> Methods <p>This is a qualitative study with 40 adults, 18–64 years old, with symptoms of depression. In-depth interviews were conducted to explore knowledge (symptoms, causes, treatment), attitudes, and practices to seek support or care for depression.</p> Results <p>Participants demonstrated relatively adequate literacy regarding depression symptoms and treatment. Most people with depression know about psychotherapy and pharmacological treatment. Stigma related to depression seems lesser compared to that in the past. People with depression receive support from family and friends. A significant knowledge-practice gap was found, concealment of illness is common, access to care is limited, medicines are frequently discontinued, and praying and offering to altars to treat mental illness still exist. Based on analysis guided by the ‘glocalization theory’ we offer an explanatory account of the current state off knowledge, attitudes, and practices toward depression amongst people living with depression in Vietnam. This analysis recognizes the co-existence of global and local influences. People are creating and adapting their “glocal” views, attitudes, and norms around depression as well as mental illness. This explanatory model recognizes the co-existence of global and local influences, the influence of “glocal” dynamics to rationales the knowledge, attitudes and practices of people related to depression, therefore, it helps better explain and sharpen the responses to depression in Vietnam.</p> Conclusions <p>Societal changes have influenced the knowledge, attitudes, and behaviors towards depression in Vietnam in positive ways; however, historical, cultural challenges continue, while new challenges are emerging. Our findings point to the need for renewed, continued efforts to improve mental health related awareness, while simultaneously improving the availability, accessibility, and responsiveness of mental health services. These efforts should take into account both global and local influences on how people in Vietnam think and act regarding mental health issues.</p> Trial registration <p>Clinicaltrials.gov, NCT06456775. Registered June 13, 2024 – Retrospectively registered, <a href="https://clinicaltrials.gov/study/NCT06456775?cond=depression%26intr=Tele-SSM%26rank=1">https://clinicaltrials.gov/study/NCT06456775?cond=depression%26intr=Tele-SSM%26rank=1</a>.</p>