Vu Lan 2018

INTRODUCTION

The Vu Lan season is one of the main Buddhist holidays. Compared to other family-themed occasions, Vu Lan generated a high volume of discussion (5.3 million buzz in 2018), second only to Vietnam Women’s Day (October 20). Vu Lan has religious origins, lasts about 1–1.5 months, and includes participation from Buddhist organizations (e.g., Buddhism Voice). These factors create a unique Vu Lan presence on social media, which can be challenging for brands seeking to engage users during this special occasion.

Buzzmetrics conducted a study on the Vu Lan season to help brands and agencies understand the influence of Buddhism Voice on this occasion, while highlighting the distinctive discussion behaviors of social media users.

HOW DOES THE REPORT HELP BRANDS?
This report is designed to help brands gain a deeper understanding of the Vu Lan season from a marketing perspective through analysis of:

• The overall timeline and audience participating in Vu Lan discussions
• The influence of Buddhist organizations
• Discussion characteristics of different user groups
• Brand activities and opportunities

Report language: Vietnamese
Number of pages: 42
Research period: June 22 – July 22 (Lunar calendar) 2017 & 2018
Research methodology: The report is based on keyword analysis using the Social Heat tool, analyzing discussions about the Vu Lan season across social media platforms (Facebook, YouTube), forums, online news sites, review platforms, blogs, and e-commerce sites.