In this episode of Potluck, hosts Scott and Drago discuss Tet, the Lunar New Year in Vietnam, with Dinh Cao, Associate Strategy Director at Leo Burnett Vietnam. Dinh highlights the cultural significance of Tet, noting it as a week-long public holiday for renewal and family gatherings. 

She explains how younger generations, particularly Gen Z, are reshaping Tet traditions with modern twists while maintaining cultural roots. Brands like Coca-Cola and Samsung are leveraging these changes to connect with consumers. 

Dinh also discusses the emotional and logistical challenges of homecoming, the rise of local pride, and the evolving gifting practices during Tet.

Our listeners will learn about:

- The historical and cultural significance of the Lunar Year in Vietnam

- The three big cultural shifts related to Tet now

- The commercial impact and opportunity of Tet for brands here

- How brand strategies are evolving - and staying the same - to reflect the importance of Tet and the changing landscape

- Standout brand case studies - a mix of foreign and local players such as Biti's Hunter, Kinh Do, Coca Cola and Samsung

For updates on Tet campaigns and broader Vietnam trends, Dinh suggests following:

https://www.brandsvietnam.com/

https://www.buzzmetrics.com/

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