{"id":29168,"date":"2026-01-14T07:15:00","date_gmt":"2026-01-14T00:15:00","guid":{"rendered":"https:\/\/www.cimigo.com\/?p=29168"},"modified":"2026-01-13T17:56:03","modified_gmt":"2026-01-13T10:56:03","slug":"lets-talk-about-tet-baby","status":"publish","type":"post","link":"https:\/\/www.cimigo.com\/en\/trends\/lets-talk-about-tet-baby\/","title":{"rendered":"Let’s talk about T\u1ebft, baby"},"content":{"rendered":"

T\u1ebft: what has changed and why it matters?<\/h2>\n

This article is based on a recent episode of the #YouDontKnowVietnam<\/strong> podcast, titled “Let’s talk about T\u1ebft, baby”<\/em>. Richard Burrage<\/a> and Ian Paynton<\/a> discuss how Vietnam\u2019s biggest holiday is evolving and what Cimigo’s<\/a> consumer research reveals about changing priorities, spending and sentiment.<\/p>\n

You can listen to the full episode here.<\/p>\n

Listen on Apple: https:\/\/bit.ly\/3NaBXjn.<\/a>
\nListen on Spotify: https:\/\/bit.ly\/3Yyjdg2.<\/a>
\nListen on Buzzsprout: https:\/\/bit.ly\/4qLMUGj.<\/a>
\nDiscover more episodes: https:\/\/wecreatecontent.vn\/podcasts.<\/a><\/p>\n

How has the Lunar New Year (T\u1ebft) in Vietnam changed?<\/h3>\n

\"Let's<\/p>\n

T\u1ebft has always been Vietnam\u2019s most significant moment of the year. It is culturally central, emotionally charged and commercially important. For decades, it has driven peaks in spending, travel and celebration. Recent years, however, suggest a clear shift in how Vietnamese consumers approach the holiday.<\/p>\n

At a surface level, T\u1ebft still looks familiar. Families reunite. Homes are cleaned and decorated. Traditional foods are prepared. Rituals continue. But beneath those constants, Cimigo<\/a> has found that behaviour has changed in ways that are easy to miss if brands rely on old assumptions.<\/p>\n

Despite strong GDP growth headlines, many households feel financially exposed. Rising living costs, income uncertainty, and a greater emphasis on saving are influencing decision-making. This is most evident at T\u1ebft, when discretionary spending is most pronounced.<\/p>\n

Let’s talk about T\u1ebft, baby: the change is massive<\/h2>\n

Cimigo’s<\/a> consumer research points to a more cautious mindset. \u00a0T\u1ebft is quieter. Spending is more deliberate. Gifting is more restrained. There is less spectacle and more caution. <\/span>Overall spend is down. Gifting has become more practical and less symbolic of status. Smaller, more private gatherings are replacing large-scale celebrations.<\/p>\n

Experience now matters more than display, but even experience spending is approached carefully. Emotional security outweighs status. Tradition remains, but excess does not.<\/span><\/p>\n

T\u1ebft has changed and why it matters?<\/h2>\n

This is not a rejection of T\u1ebft. It is a reframing of it. The meaning of the holiday remains rooted in family, continuity and emotional security. What has changed is how those values are expressed.<\/p>\n

For brands, this creates a gap between old assumptions and current reality. <\/span>\u00a0Many T\u1ebft campaigns still assume abundance, indulgence and noise. T\u1ebft strategies built on cliched stories of returning home to joyous celebrations now miss the mood. They project optimism without acknowledging tension.\u00a0As a result, they feel out of step with reality. For brands, this matters. The opportunity now sits with those who understand the evolution of T\u1ebft.<\/p>\n

The “Let’s talk about T\u1ebft, baby”<\/em> podcast runs for around 30 minutes and looks in detail at why T\u1ebft is quieter, why spending is more considered, and why many brands have not yet adjusted.<\/p>\n

You can listen to the full episode here.<\/p>\n

Listen on Apple: https:\/\/bit.ly\/3NaBXjn<\/a>
\nListen on Spotify: https:\/\/bit.ly\/3Yyjdg2<\/a>
\nListen on Buzzsprout: https:\/\/bit.ly\/4qLMUGj<\/a>
\nDiscover more episodes: https:\/\/wecreatecontent.vn\/podcasts<\/a><\/p>\n

Thanks to\u00a0Ian Paynton<\/a> for producing and hosting #YouDontKnowVietnam. <\/strong>Ian’s own history and observations in Hanoi bring so much to the conversation.\u00a0\u00a0Ian and his team at\u00a0https:\/\/wecreatecontent.vn\/<\/a> have created a fabulous space for informed, grounded conversations about Vietnam\u2019s culture, society and consumer behaviour.<\/p>\n

If you have any questions or specific needs, please get in touch with us at ask@cimigo.com<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

T\u1ebft: what has changed and why it matters? This article is based on a recent episode of the #YouDontKnowVietnam podcast, titled “Let’s talk about T\u1ebft, baby”. Richard Burrage and Ian Paynton discuss how Vietnam\u2019s biggest holiday is evolving and what Cimigo’s consumer research reveals about changing priorities, spending and sentiment. You can listen to the […]<\/p>\n","protected":false},"author":13,"featured_media":29170,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[476],"tags":[1,482,1919],"class_list":["post-29168","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-market-research-vietnam","tag-vietnam-advertising-market-research","tag-vietnam-consumer-marketing-trends","tag-vietnam-tet-marketing"],"acf":[],"yoast_head":"\nLet's talk about T\u1ebft, baby - Market research Vietnam Indonesia<\/title>\n<meta name=\"description\" content=\"Let's talk about T\u1ebft baby. What has changed? T\u1ebft is quieter. Spending is deliberate. Gifting is restrained. 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