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Wildlife trade can present a major threat to primate populations. In Vietnam, slow lorises (genus Nycticebus) are subject to local, regional and international demand for diverse uses including as medicine, as meat and for pets. Ethnographic approaches explore the nuances of human-primate interactions in complex sociocultural contexts. We combined ethnographic interviews of key informants with information from questionnaires, focus groups and a movie broadcast on Vietnamese television to explore diverse knowledge and values related to slow lorises and their use in trade in Vietnam. We infer prices, uses and networks for expanding targeted regional and international markets as compared to the opportunistic local one. We highlight key findings related to gendered knowledge about slow lorises and more-than-human ontologies of slow lorises as active participants in human-slow loris interactions. We suggest that conservation efforts should pay attention to the clarification of vernacular names, and use names that highlight ecological or behavioural qualities of slow lorises, rather than other names that could be confused with medicinal remedies. Our results confirm the dynamic complexity of trade in Vietnam, highlighting the importance of ethnographic methods to explore diverse knowledge and values for place-based or site-appropriate conservation management of primates and other highly traded taxa.