The Tet 2026 Brand Growth Playbook

As Tết 2026 approaches, brands face a more complex challenge: connecting with Vietnamese consumers who remain emotionally committed to Tết, yet increasingly cautious in how they spend. The Tết 2026 Brand Growth Playbook by Silverpush unpacks how cultural priorities, economic pressure, and digital behaviour intersect during Vietnam’s most important commercial season.

The Tet 2026 Brand Growth Playb…

Drawing on market data, shopper journey analysis, and real campaign case studies, the playbook highlights key shifts—from selective premium spending and shared decision-making within households, to the growing dominance of YouTube, TikTok, and Meta in shaping early planning and last-minute purchase decisions.

Marketing Solutions Vietnam views this playbook as a practical guide for brands planning Tết 2026: not just to increase reach, but to stay culturally relevant, contextually present, and emotionally resonant across the critical eight-week Tết window—when attention is fragmented, but intent is high.