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.
Discussions around Tet surged rapidly after the first day of 2026, consistently exceeding one million mentions per day. Familiar social media platforms such as Facebook and TikTok continue to be the main hubs for conversations about Tet preparations. A notable difference in 2026, however, is the emergence of Threads. Although its discussion volume remains relatively modest compared to Facebook and TikTok, Threads stands out as a space where users share deeper, more reflective thoughts-opening up opportunities for richer insights into consumer behavior.
Based on observations from previous years, Buzzmetrics has found that the “golden period”-when consumer interest in Tet peaks-typically begins around the 22nd or 23rd day of the Lunar December and lasts for about a week. From now until then, Tet-related discussions are expected to rise steadily, peaking just before Lunar New Year’s Eve. This means that while Tet has already generated nearly 24 million discussions, the momentum is far from slowing down. The coming weeks will mark an explosive phase for Tet conversations.
Looking at discussion themes, “anticipating Tet” has climbed to become the second most prominent topic. This reflects a common consumer mindset: regardless of whether Lunar New Year comes early or late, once the Gregorian New Year ends, consumers immediately switch into “Tet anticipation mode.” Even with more than a month to go, users are already counting down to Tet. In the near future, Tet-related topics are certain to continue fluctuating strongly.
Among the fast-growing topics, debates surrounding Tet traditions stand out. This year, discussions about celebrating Tet with the husband’s family or the wife’s family have spread widely across social media platforms. A smaller group of users has also raised the idea of replacing the Lunar New Year with the Gregorian New Year, sparking mixed reactions. Fortune-telling remains a “hot” Tet-related tradition, especially as modern users show growing interest in spiritual topics. Over the past year, “Year Number 9” was among the most notable social media keywords. Moving into 2026, users are once again curious about what kind of year lies ahead.
For brands, the Tet season has already become vibrant right from the preparation phase. Although Tet 2026 is still more than a month away, 59 Tet campaigns across 21 industries have already been launched-equivalent to nearly half of the total number of Tet campaigns in 2024. Leading in campaign volume are the familiar categories of alcoholic beverages and soft drinks. Meanwhile, the Dairy category-one of the most active industries in 2024-appears to be in a “waiting mode,” likely preparing for more impactful launches later in the season.
A deeper analysis of discussion distribution across Tet campaigns shows that most campaigns currently generate relatively modest buzz (under 1,000 mentions). These campaigns typically include a limited number of posts explaining Tet messages or introducing new products, without yet rolling out major activations. Some campaigns have begun deploying larger-scale activities such as music video launches and KOL collaborations, generating more promising discussion volumes and building momentum for the next phase. Campaigns that surpass 10,000 mentions often combine online and offline activities in a well-balanced way.
A notable example is Lifebuoy with its exhibition “Là Tết của một ai đó”. Designed as an emotional journey of children living away from home, the exhibition guided visitors through thoughtfully curated spaces that evoked the longing of those who wish to return and those who are waiting. The event featured well-known figures such as Dong Nhi, Ong Cao Thang, and Huynh Lap. The offline experience was amplified on social media through heartfelt sharing from attendees. “Là Tết của một ai đó” serves as a strong runway for Lifebuoy to continue its 2026 reunion narrative.
The “Mang Tết Về Nhà” campaign, co-organized by Pepsi and the Ho Chi Minh Communist Youth Union, has also received positive feedback. Now in its fifth year, the campaign aims to support students and individuals in difficult circumstances in returning home to celebrate Tet.
Meanwhile, Sunlight has captured attention with its creatively launched opening MV “Kho Báu Sau Mỗi Đường Lau”, featuring (S)TRONG Trong Hieu and Rhymastic. The MV revisits the familiar Tet theme of house cleaning, set to the melody of “Kho Báu”, one of the most popular songs of 2026. The video garnered over 3.5 million views within the first 24 hours, making it the most prominent Tet MV to date.
Overall, Tet 2026 once again proves that it is not only a traditional holiday but also a peak season for social media engagement, offering significant opportunities for brands to tap into consumer insights, optimize content, and execute impactful campaigns. This year, brands will need to pay closer attention to Threads, alongside TikTok and Facebook, when monitoring and analyzing consumer behavior.
Based on current brand activity, Buzzmetrics forecasts an intensely competitive Tet season ahead. The number of Tet campaigns is certainly unlikely to stop at 59.
