{"id":28735,"date":"2025-10-23T10:39:17","date_gmt":"2025-10-23T03:39:17","guid":{"rendered":"https:\/\/www.cimigo.com\/?p=28735"},"modified":"2025-10-23T17:11:32","modified_gmt":"2025-10-23T10:11:32","slug":"how-can-brands-win-for-tet-2026","status":"publish","type":"post","link":"https:\/\/www.cimigo.com\/en\/trends\/how-can-brands-win-for-tet-2026\/","title":{"rendered":"Tet in Vietnam: How can brands win for Tet 2026?"},"content":{"rendered":"

How can brands win for Tet 2026?<\/strong><\/h2>\n

How can brands win for Tet 2026? Tet (Lunar New Year) is the most significant holiday in Vietnam. It is a cultural cornerstone deeply influencing consumer sentiment, behaviours, and commercial activity. As traditions evolve and modern life reshapes how Vietnamese people celebrate, brands must reexamine how they appear during Tet.<\/p>\n

Read our previous article on practical advice on How to best boost sales for Tet?<\/strong><\/a><\/p>\n

Tet in Vietnam<\/h3>\n

Cimigo\u2019s Tet 2025 study provides a comprehensive, two-phase analysis of changing consumer behaviours, rituals, spending habits, gifting norms, and advertising responses. It combines quantitative surveys of 1,000 respondents nationwide and sixteen qualitative focus groups across four major cities.<\/p>\n

This article draws on Cimigo\u2019s rich dataset to present the latest Tet trends, highlight critical consumer insights, and equip CMOs with strategic recommendations to win in Tet 2026 and beyond.<\/p>\n

Demographics and methodology: Who we spoke to?<\/strong><\/h2>\n

The study surveyed men and women aged 18\u201355 from economic classes A to D (monthly household income from 15 million VND+), ensuring a broad representation of Vietnam\u2019s urban population. The first phase was a robust online survey of 1,000 respondents, followed by sixteen focus group discussions in four key urban centres to explore the motivations behind observed behaviours. The data is weighted to reflect Vietnam’s regional and socioeconomic landscape, ensuring that insights are statistically sound and actionable at scale.<\/p>\n

How are Tet perceptions and rituals changing?<\/strong><\/h2>\n

Tet 2025 saw a continued departure from loud, elaborate festivities towards more simplified, family-centred celebrations. While emotional anticipation remains strong, many describe the holiday as \u201cquieter,\u201d \u201cshorter,\u201d and \u201cmore duty-driven.\u201d The enthusiasm of past years is replaced with pragmatism, driven by economic strain and time constraints.<\/p>\n

Key shifts in Tet rituals:<\/strong><\/h3>\n