Beyond traditional gift items, Tet gift hampers this year feature a variety of creative designs and concepts, catering to the evolving tastes of modern consumers.

Rising demand warms up the market early

Retailers, shops and supermarkets in Ho Chi Minh City reported that consumer interest in Tet gift hampers is up by around 20–30% compared to the same period last year. Many affordable hampers were already ordered in early December. The early start reflects a growing trend of proactive shopping, as consumers plan to take advantage of promotions, enjoy broader choices and avoid shortages closer to Tet.

Nguyen Kinh Luan, a resident of Thao Dien ward, said he began surveying and selecting Tet gifts for partners as early as late December. This year’s market is more diverse than ever, with many eye-catching and novel products available from the very beginning, he noted, adding that both design and quality are key factors in his purchasing decisions. According to Vo Thanh Loc, Marketing Director of Farmers Market, preparations for the peak Tet season began as early as September, including supplier coordination, inventory planning and gift-hamper design. By December, stockpiles for the Tet gift market were already in place, with volumes up 40–50% year-on-year. Short-shelf-life products are scheduled for delivery in January to meet consumer demand.

Loc said consumers and businesses are increasingly shifting their Tet shopping to modern distribution systems that ensure transparent sourcing, food safety and tax compliance. Farmers Market expects the Tet gift hamper segment to grow by about 50% this year. About 70% of products in the hampers are Vietnamese specialties, with the remainder being imported goods.

Manufacturers are also seeing early momentum. A representative of Huu Nghi Food Company said the firm has already fulfilled about 70% of its Tet plan despite being less than halfway through the season, signalling a strong start.

“Green” Tet gift hampers gain traction

Consumer research experts noted a clear shift in Tet consumption habits, from a focus on appearance to greater emphasis on quality, practicality and sustainability. Nguyen Phuong Nga, Director of Numerator Vietnam (Kantar Vietnam), said Vietnamese agricultural products and regional specialties are increasingly favoured, reflecting both value-driven choices and growing national pride.

Businesses are following this trend too. The Farmers Market has expanded its processing methods to boost the value of Vietnamese farm produce, while Organica Investment JSC has seen steady growth in sales of organic Tet gift hampers. Around 80% of the items in these hampers are certified organic, with the rest being natural or regional specialties. CEO Pham Phuong Thao of Organica Investment JSC said customers have responded enthusiastically, highlighting growing awareness of health and sustainability.

From organic teas and dried fruits to fresh and frozen produce, Tet gift hampers are becoming more varied and meaningful. As one consumer puts it, these “green” gifts carry not just products, but stories of culture, health and sustainable ecosystems.

The early start of the Tet gift market highlights not only strong festive demand, but also a more refined, responsible and experience-oriented consumption trend in Ho Chi Minh City, where modern lifestyles increasingly blend with the deep-rooted tradition of Tet gift-giving./.