Top 5 Lunar New Year Gift Trends in 2026

As Lunar New Year 2026 approaches, Vietnam’s Tet gift market is entering a vibrant phase with clear shifts in consumer preferences and shopping behaviors. More than just a symbol of good fortune and blessings, Tet gifts today reflect lifestyle trends, cultural values, and even personal or corporate branding strategies. The following key gift trends in 2026 will help both businesses and individuals choose meaningful and impactful gifting solutions.

As Lunar New Year 2026 approaches, Vietnam’s Tet gift market is entering a vibrant phase with clear shifts in consumer preferences and shopping behaviors.

1. Eco-friendly “Green” Gifts

With growing awareness of health and environmental sustainability, eco-friendly gifts are becoming a top choice for both individuals and businesses. These products are made from sustainable materials, recyclable packaging, or sourced responsibly – meeting the criteria of “good for people, good for the planet.”

A study by Pham Thi Huyen (University of Labor and Social Affairs) found that 80% of Vietnamese consumers are willing to pay more for products certified as “green and clean.” This reflects a significant shift in consumer awareness and purchasing behavior.

Representative products: Organic nut gift boxes, wild honey, herbal teas, organic wine, recycled wooden boxes with canvas tote bags.

2. Health-focused Gifts

Health has become a decisive factor in Tet gifting, particularly among middle-aged consumers and businesses targeting VIP clients. Vietnamese consumers, especially in the 35–54 age group, are increasingly willing to pay premium prices for products that promote well-being.

Market forecast for 2026:

• Growing demand for preventive healthcare products such as vitamins, herbal supplements, and nutrient-rich foods.

• Businesses shifting to long-term value gifting – choosing health-related products to build goodwill and deeper connections with recipients.

• Rising presence of premium Vietnamese brands offering luxury health gift sets such as bird’s nest, ginseng, and cordyceps, with elegant packaging and tiered pricing options.

Representative products: Bird’s nest, ginseng, cordyceps; nutritious foods like nuts, pure honey, herbal teas; healthy beverages such as cold-pressed juices, plant-based milk, and non-alcoholic wine.

3. Premium Personalized Gifts

Tet gifts are no longer just about material value – they serve as a medium to showcase personality, brand identity, and genuine appreciation for the recipient. Personalized premium gifts answer this need through exclusive designs, logo embossing, name engraving, or tailored concepts that align with corporate culture and individual preferences.

Representative products:

• Wine sets with engraved crystal glasses.

• Luxury Tet gift boxes featuring custom branding.

• Handcrafted wooden boxes with unique Tet themes.

• Imported delicacies (chocolate, cheese, premium tea) paired with bespoke packaging.

Tet gifts are no longer just about material value – they serve as a medium to showcase personality, brand identity, and genuine appreciation for the recipient.

4. The Boom of Online Shopping & Livestream Sales

In recent years, livestream e-commerce has emerged as one of Vietnam’s fastest-growing retail channels, especially during Tet. According to the Ministry of Industry and Trade, Vietnam’s e-commerce market reached USD 25 billion in 2024, up 20% from 2023, and is expected to expand further in 2025 with livestream-integrated platforms such as Shopee and TikTok Shop.

During Lunar New Year 2025, Shopee and TikTok Shop were forecasted by Metric to achieve VND 71 trillion in total sales with 792 million items sold, up 45% and 47% year-on-year respectively. This underscores the strong appeal of livestreaming, enabling customers to view products in real-time, interact with sellers, and enjoy instant promotions.

VECOM’s 2025 E-commerce Index reported that Vietnam’s online retail sector grew 27% in 2024, reaching USD 32 billion, signaling a sustainable growth stage. Meanwhile, TikTok Shop alone recorded a 113.8% increase in sales in Q1 2025, boosting its market share from 23% to 35%, while competitors like Lazada and Tiki saw declines.

Implications for Tet gift businesses:

• Livestreams shorten the buying journey and increase conversion rates through real-time experiences.

• Brands can leverage KOLs/KOCs and time-limited promotions to boost sales momentum.

• Online platforms expand reach beyond urban areas thanks to increasingly efficient logistics systems.

These gifts aim to create lasting memories, enhancing emotional value and strengthening relationships.

5. Experience-based Gifts

Moving into 2026, gifting is expanding beyond tangible items to experience-based Tet gifts – gift sets that include vouchers, services, or unique activities for recipients. These gifts aim to create lasting memories, enhancing emotional value and strengthening relationships.

This trend resonates strongly with younger generations (Millennials & Gen Z), who prioritize experiences over ownership. According to Chus’ 2025 gift analysis, the three golden pillars of gifting were personalization, eco-friendliness, and practicality. Among these, experience-driven gifts stood out as they combine aesthetics with meaningful, emotional connections.

Popular formats include:

• Travel, holiday, or entertainment vouchers for families to relax after a busy year.

• Spa vouchers or show tickets, delivering both personal indulgence and heartfelt appreciation.

• Bundled strategies for businesses: combining traditional Tet hampers with spa or short-trip vouchers to elevate emotional value.

• Personalized experiences tailored to recipient groups (families, executives, loyal customers).

Conclusion

In 2026, Tet gifts are more than presents – they are reflections of lifestyle, brand identity, and meaningful connections. Businesses that quickly adapt to these emerging trends will not only meet market demand but also create emotionally resonant products, elevate brand value, and build sustainable customer relationships.

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