A traffic mix of motorized and non-motorized transports including trucks, trailers, buses, cars, motorcycles, bicycles, rickshaws and pedestrians seems to be a dominate featuring traffic culture in Vietnam. This traffic mixed situation has been a cause of severe road traffic accidents. This mainly is because of its physical conflicts on road environment, vehicle body sizes, particularly, drivers' behavior towards running speeds and fails to yield right-of-way to vulnerable road users. Most importantly, there are still lacks of inter-ministerial coordination and stakeholder involvement. This paper introduces a traffic safety culture development utilizing 3-E practical approach together with presenting the outcomes of a pilot project in Hoan Kiem District, Hanoi.