Tet (Vietnam Lunar New Year) is the special occasion in Vietnam. This is the time for family reunion, for festivals and for giving happiness to loved ones. Moreover purchasing & consumption is significantly higher than at other times of the year, so it provides a great opportunity for brands to engage with consumers.
An increasing number of brands develop specific thematic campaigns and activation programs to address the specific consumer needs at Tet.
Annually, Kantar Millward Brown Vietnam conducts a survey to enable advertisers to better understand the trend of communication and how consumer respond to brands at Tet.