Since the late 1990s there has been a rising trend of Vietnamese women migrating to neighbouring countries (Taiwan, South Korea, Singapore, and China) for marriage. Previous studies of such cross-border marriages have emphasized either issues of choice and agency for women, or their poverty and victimhood. This chapter analyses this trend along the lines of the debate on the East Asian model of welfare and family policy, with case studies in Taiwan and South Korea. It views commercially arranged transnational marriages (CATM) as an institution that connects changing gendered regimes of social reproduction at the sending and receiving ends. Mediated by a combination of asymmetrical relations -gender, class, age, ethnicity, and national belongingthis institution operates in a transnational space through which material and symbolic resources are circulated. These in turn construct subjectivities and identities for participating actors. There is a dimension of trans-masculinity embodied in the practices of CATM and this requires further exploration regarding informed consent and the rights of its users. Beyond this, CATM should be further analysed in the context of changing family welfare and intergenerational care as gendered regimes, and such an analysis should also address how households adapt and devise new strategies to sustain and reproduce themselves economically, socially, and culturally. Such an understanding can help open the research agenda on social policy and rights and provide a regional perspective.