How can brands win for Tet 2026?

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.

Read our previous article on practical advice on How to best boost sales for Tet?

Tet in Vietnam

Cimigo’s 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.

This article draws on Cimigo’s 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.

Demographics and methodology: Who we spoke to?

The study surveyed men and women aged 18–55 from economic classes A to D (monthly household income from 15 million VND+), ensuring a broad representation of Vietnam’s 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.

How are Tet perceptions and rituals changing?

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 “quieter,” “shorter,” and “more duty-driven.” The enthusiasm of past years is replaced with pragmatism, driven by economic strain and time constraints.

Key shifts in Tet rituals:

Rituals are retained, but scaled down: Cleanliness, order, and family meals remain central, but grand decorations and excessive traditions are pared back.
Generational divide: Older generations strive to uphold traditions. The middle generation (25–45 years old) bears the brunt of preparations, while younger adults increasingly treat Tet as a personal break.
Muted public vibe: Less dynamic street fairs, fireworks, and community events have lessened the communal spirit. Social media now replaces public spaces as the main venue for shared Tet moments.

Digital interaction has become a key part of Tet, with fireworks, flower markets, and home-cleaning rituals emerging as the top themes posted online.

What are consumer spending habits for Tet?

Economic pressures are significantly reshaping consumer spending during Tet. The sentiment has shifted from festive indulgence to calculated spending, guided by sufficiency, purpose, and value.

Four major behavioural pivots:

Caution over freedom: Consumers plan carefully, compare prices, and avoid unnecessary purchases.
Sufficiency over abundance: Meals are simpler, portions smaller, and expenses more targeted.
Deliberate over impulsive: Promotions and necessity now guide buying decisions more than Tet excitement.
Cashless payments over cash: Nearly 80% of purchases were made without cash, a sign of evolving consumer habits.

Tet bonus shrinkage adds pressure: Compared to previous years, there’s a notable decline in Tet bonuses, affecting spending sentiment. Respondents explicitly cite smaller bonuses as a reason for budgeting more tightly.

Which categories are prioritised for expenditure at Tet?

Essentials like food and gifts remain untouchable.
Travel, high-value items, and home décor are deprioritised.
Supermarkets dominate: They are perceived as “safe zones” amid concerns about counterfeit goods in traditional markets.
E-commerce is functional, not inspirational: Used as a last-minute rescue rather than a preferred shopping channel.

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What are Tet gifting habits?

Gifting is an essential Tet ritual, but like spending, it’s also undergoing transformation. While nearly half of the Vietnamese still give Tet gifts, motivations are shifting from social display to personal care.

Key trends in Tet gifting:

Care replaces status: Expensive hampers and luxury alcohol are declining; health products, personalised gifts, and fruit baskets are rising.
Focused networks over broad distribution: People are gifting fewer households, prioritising close family and elders.
Purposeful timing: Most gift purchases happen 1–2 weeks before Lunar New Year’s Eve, which is critical for brand logistics and stock management.

There’s a growing divide in perceptions:

Some view gifting as essential to maintaining bonds.
Others see it as an obligation under financial strain.

Top Tet gift recipients:

Parents (71%)
Partner’s parents (59%)
Relatives (52%)
Bosses (43%)
Friends (42%)

Each recipient type has its own logic and etiquette. Gifts to elders signal care; gifts to bosses are formal and safe (e.g., alcohol); gifts to friends are light-hearted and emotional.

Which advertising style is working at Tet?

Tet advertising is no longer about clichés or grandeur; it’s about emotional authenticity, modern context, and showing a brand’s tangible role in improving Tet. Social media and TV dominate, but brand differentiation hinges on storytelling.

What resonates in TET advertising?

Authentic emotion: Stories of family reunions, personal care, and relatable struggles.
Modern context: Campaigns acknowledging financial stress, time pressure, and changing family roles.
Clear brand role: Consumers value a product that is naturally integrated into a Tet storyline and shows how it eases tasks or enhances rituals.

The top-performing categories in Tet advertising brand recall are:

Soft drinks
Beer
Confectionery

Which brand advertising was appreciated at TET?

Coca-Cola: Deeply entrenched in Tet identity; emotionally resonant but lacking surprise. Appeals more to older audiences.

Kinh Do: Comforting and traditional, but perceived as conventional by younger consumers.

Heineken: Modern, visual, aspirational, but still seen as formal and not emotionally warm.

Pepsi: Trendy, social, youth-oriented, but lacks emotional depth and struggles with intergenerational appeal.

Tiger: Bold and masculine, but misses emotional or festive cues.

What are the top insights to help brands win for TET 2026?

Redefine festivity for real life: Acknowledge that consumers still want connection and celebration without stress or high cost. Reflect on smaller gatherings, simpler joys, and family effort.
Support the middle generation: The 25–45-year-old cohort carries Tet’s emotional and logistical burden. Position your brand as their ally through convenience, time-saving, and emotional validation.
Champion value-based consumption: Highlight product usefulness, affordability, and multi-functionality. Value is no longer about price, but about thoughtfulness.
Create sincere gifting solutions: Move beyond status symbols. Offer meaningful gift packs focused on health, care, and utility, especially in e-commerce formats for convenience.
Optimise stocking and delivery: Most gifts are bought 1–2 weeks before Tet. Ensure product visibility, availability, and fast delivery within this tight window.
Show, don’t sell, in advertising: Avoid Tet cliches. Focus on storytelling that subtly integrates the brand and resonates emotionally with real-life scenarios.
Elevate digital and cashless engagement: Enable seamless transactions and digital loyalty, especially via banking apps and e-wallets.
Reignite the joy of Tet: Brands can help revive the Tet spirit through music, community interaction, or playful traditions reimagined for modern lives.
Differentiate on social media: Saturation is high. Find fresh angles, formats, and content creators who reflect your brand and your consumer’s Tet reality.
Understand regional nuances: General trade remains strong in the North for traditional reasons, while supermarkets are trusted across regions. Tailor distribution and messaging accordingly.

How can brands win for Tet 2026?

How can brands win for Tet 2026? As Tet moves from abundance to intention, ritual to relevance, brands must evolve from celebratory messengers to trusted companions. Tet 2025 has shown that Vietnamese consumers crave emotional resonance, practical value, and genuine brand support. CMOs who embrace these changes, reflect modern realities, and empower the middle generation will find themselves not just present during Tet but truly meaningful.

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