Bringing Traditional Tet Into Modern Life In Vietnam

This piece explores how brands can adapt traditional Tet (Vietnamese Lunar New Year) traditions into modern life to build brand goodwill in Vietnam during the holiday season.

Bringing Traditional Tet Into Modern Life In Vietnam

Edwards Than Purpose Group Vietnam

As Lunar New Year traditions evolve across Asia, similar changes are occurring for the Tet festive season to celebrate the Vietnamese New Year.

Tet is the biggest celebration in the Vietnamese calendar.

In today's Vietnam, family reunions during the Tet holiday are no longer just about being home. As Vietnamese become more internationally aware, many families decide to travel during Tet instead of staying home or returning to their birthplace.

While family remains central, Tet is also about being together with the family you choose:...

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