With just over a week to go until the 2026 Lunar New Year, the shopping atmosphere in Hanoi has reached its peak. Observations show that this year’s market has seen a clear shift in consumer trends, with people prioritizing practicality, Vietnamese goods dominating, and prices remaining relatively stable.

Vietnamese Goods Favored, Prices Not Spiking

A survey on February 8th at major distribution systems like WinMart, Co.opmart, AEON, and traditional markets across Hanoi showed that shelves were fully stocked with inventory levels up approximately 20-30% compared to last year; shoppers were bustling.

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Notably, the fear of prices “skyrocketing” as the holiday approaches seems to have vanished. Thanks to early-activated market stabilization programs, prices for essential goods have remained steady. Specifically, live hog prices are maintained around 74,000 – 76,000 VND/kg, while pork cuts range from 130,000 to 160,000 VND (depending on type), ensuring supply for the increased demand in traditional food preparation during this period.

For the beer and beverage category, despite being in peak consumption season, selling prices have not only not increased but have seen many deep discount programs. This is a positive result from fierce competition among brands and the increasingly established habit of “not driving after drinking alcohol.”

Significantly, the 2026 Lunar New Year marks a clear turning point in gift-giving culture. Instead of lavish gift baskets focused on form with industrial sweets, consumers and businesses are strongly shifting towards the “Healthy Tet Gifts” trend.

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Gift sets combining OCOP agricultural products (regional specialties), organic food, nutritious nuts, and “Made in Vietnam” processed food lines are dominating the market. Tet gift baskets in the popular segment, priced from 300,000 to 500,000 VND, are selling the fastest at retail chains. Particularly, the rise of high-quality Vietnamese goods not only affirms the confidence of domestic consumers but also shows a sophisticated gift-choosing mindset, focusing on practical use value and the recipient’s health.

According to the Hanoi Department of Industry and Trade, the volume of goods businesses have prepared for the 2026 Lunar New Year includes: 301,050 tons of food grains; 60,210 tons of pork; 16,381 tons of beef; 16,726 tons of seafood; 334,600 tons of vegetables; 500 tons of candies and sweets…

To ensure stable supply, since early December 2025, the Department of Industry and Trade has guided production and business units to proactively seek supply sources in Hanoi and other provinces and cities, thereby building appropriate stockpiling plans.

Online Markets, Traditional Markets, Supermarkets “Race” to Sell

This year’s Tet goods market is bustling not only at supermarket and retail chain shelves but also exploding in the digital space. E-commerce platforms are fiercely “racing” in “Tet delivery” campaigns and 2-hour fast delivery, solving the time problem for busy urban residents.

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Notably, Livestream selling continues to affirm its strength as agricultural product and Tet flower Mega-live sessions attract millions of views and close orders. The convenience of logistics and technology has increasingly blurred the line between traditional and online markets, forcing traditional retail channels to improve service quality to retain customers.

According to assessments from the Ministry of Industry and Trade, starting from the 16th day of the last lunar month, purchasing power has entered a strong growth phase, expected to increase 15-20% compared to normal days and will peak around the Kitchen Gods Day (the 23rd day of the last lunar month).

Information indicates: This year, for the first time, the development of a display and livestream space “Vitality of Vietnamese Goods” has been implemented, aiming to combine direct display of typical Vietnamese products, on-site sales, and sales on digital platforms. The activity takes place at 62 Trang Tien (H

Hanoi

Hanoi is the capital of Vietnam, with a history spanning over a thousand years since its establishment as the capital of the Đại Việt kingdom in 1010. It is renowned for its well-preserved French colonial architecture in the Old Quarter, ancient temples like the Temple of Literature, and its pivotal role as the political and cultural heart of the country throughout various dynasties and modern conflicts.

Lunar New Year

Lunar New Year is the most important traditional festival in many East and Southeast Asian cultures, marking the beginning of the new year based on the lunisolar calendar. Its history spans thousands of years, with roots in agrarian societies celebrating the end of winter and the start of spring, and it is rich with customs meant to bring luck, prosperity, and family unity. The celebration is characterized by family reunions, feasts, the giving of red envelopes, and vibrant displays like dragon dances and fireworks.

Tet

“Tet,” short for Tết Nguyên Đán, is the most important and widely celebrated festival in Vietnam, marking the Lunar New Year. Rooted in ancient agrarian traditions, it is a time to honor ancestors, reunite with family, and welcome the coming spring with rituals, special foods, and wishes for luck and prosperity.

Vietnamese goods

“Vietnamese goods” broadly refers to products and handicrafts originating from Vietnam, often celebrated for their traditional craftsmanship and cultural heritage. Historically, items like silk, lacquerware, ceramics, and woven goods have been produced for centuries, reflecting influences from indigenous dynasties and foreign trade. Today, they represent both Vietnam’s rich artisanal past and its growing modern economy in global markets.

OCOP

“OCOP” refers to Vietnam’s **One Commune One Product** program, a national initiative launched in 2018 to develop and promote distinctive local products from rural communes. It aims to boost rural economies, preserve traditional crafts and agricultural specialties, and elevate these goods to higher quality standards for domestic and international markets. While not a single physical site, it represents a cultural-economic movement rooted in the history of Vietnam’s regional diversity and traditional village industries.

Made in Vietnam

“Made in Vietnam” is not a specific cultural site, but a national label representing Vietnam’s modern manufacturing economy. Historically emerging after the Đổi Mới economic reforms of 1986, it signifies the country’s shift from an agrarian society to a major global exporter of textiles, electronics, and footwear. Today, the label is a symbol of Vietnam’s rapid industrialization and integration into the world economy.

Kitchen Gods Day

Kitchen Gods Day is a traditional Chinese folk festival observed on the 23rd or 24th day of the last lunar month, just before the Lunar New Year. Its history stems from the ancient practice of making offerings to the Kitchen God (Zao Jun), who is believed to report on the household’s conduct to the Jade Emperor annually. Families perform rituals, such as offering sweets, to ensure he gives a favorable report, symbolizing the cleansing of the old year and welcoming good fortune.

62 Trang Tien

“62 Trang Tien” refers to a historic building located at 62 Trang Tien Street in Hanoi, Vietnam. It is best known as the former headquarters of the French department store **”Grands Magasins Réunis”** during the colonial era, later becoming the iconic **Trang Tien Plaza** shopping center. Today, it stands as a modern commercial landmark that preserves the architectural legacy of early 20th-century French design in the city’s old quarter.