In the first two months of 2026, the Tet topic attracted nearly 100 million discussions. In addition, 148 campaigns from 35 different industries convey the message about the New Year. However, behind the numbers above, Tet 2026 marks major changes that could affect how brands approach the 2027 New Year. Not only in terms of subject, time, background but also the transition from “noisy” to “dialogue”. Buzzmetrics' latest report will analyze four key points drawn from the 2026 New Year.
Tet 2026 continues to be a major battleground for brands, where the story of “Coming Home” is no longer told through familiar formulas, but reinvented through diverse and meaningful ways of connecting with audiences. As of January 21 — nearly halfway to Tet — 111 marketing campaigns from 32 industries had already been launched.
Nearly 24 million discussions were recorded in just 10 days, from December 20, 2025 to January 5, 2026 - even though Tet is still more than a month away. This once again confirms the undeniable importance of Tet to Vietnamese consumers. Brands across multiple industries have already begun gearing up and launching their Tet campaigns. In this context, let’s take a closer look with Buzzmetrics at the early-stage Tet conversations at the beginning of 2026.
