Tet Binh Ngo 2026: When Vietnamese goods reign supreme on the waters of the Mekong River.

The Lunar New Year of the Horse 2026 in the Southwestern region of Vietnam marks a significant shift in consumer habits.

No longer dominated by imported goods, this year's Tet market is witnessing an absolute dominance of domestic products, from luxurious gift baskets to essential items at floating markets in remote areas.

OCOP products from Ca Mau province are present at trade promotion fairs nationwide. Photo: Tuan Phi/TTXVN

The domestic market has evolved from "preferred" to "trusted".

In retail hubs like Can Tho, Long Xuyen, and My Tho, high-quality Vietnamese goods currently account for 85-90% of the Tet holiday market share. According to surveys conducted at major supermarkets and traditional markets, people in the Mekong Delta this year are particularly prioritizing processed foods, confectionery, and beverages produced by domestic businesses. With improved quality, domestic companies are paying more attention to food safety standards and attractive packaging, rivaling imported goods. Competitive pricing in the current economic climate demands optimization, making Vietnamese goods with stable prices the top choice for people in the Mekong Delta region.

In Ca Mau province, goods for Tet (Lunar New Year) have been widely available since the beginning of the twelfth lunar month. In many places, Vietnamese products are given priority in display, with a wide variety of items ranging from food, confectionery, household goods, agricultural products, and fashion . At modern retail chains such as Co.opmart, WinMart, Bach Hoa Xanh, and GO!, purchasing power is gradually increasing as Tet approaches. Observations in many areas show that Vietnamese goods account for 90-95% of the merchandise on display.

At GO! Bac Lieu Supermarket, in the days leading up to Tet (Lunar New Year), the dried fruit, confectionery, beverage, and dried goods sections are always crowded with customers; most of whom choose Vietnamese products such as traditional confectionery, beverages, spices, or regional specialties. According to Mr. Huynh Phu Toan, Director of GO! Bac Lieu Supermarket, for the Tet holiday of the Year of the Horse 2026, the volume of goods is expected to increase by 15-20%; of which, more than 90% will be domestic goods at average prices, suitable for the vast majority of consumers.

Similarly, at Co.opmart Ca Mau, over 95% of the goods are domestically produced, an increase of nearly 30% compared to the same period in 2025. "During Tet (Lunar New Year), Co.opmart implements many deep discount programs, with some items discounted by over 50%, focusing on essential consumer goods and Tet gift baskets. In addition, the unit also organizes trips to bring Vietnamese goods to rural areas to serve the people," said Mr. Huynh Thanh Dien, Deputy Director of Co.opmart Ca Mau.

Meanwhile, in Can Tho city, at Co.opmart Can Tho supermarket, from the beginning of the twelfth lunar month, a wide variety of Tet gift baskets have been available at extremely diverse price points. Ms. Dang Ngoc Uyen Phuong, Deputy Director of Co.opmart Can Tho supermarket, said that the domestic goods here are particularly diverse in the categories of spices, pre-packaged gift baskets, and beverages.

According to observations, in Can Tho, affordable gift baskets and regional specialties have dominated the Tet market. Shopping activity is quite intense at large supermarkets and retail outlets. The Tet market has seen a clear shift. Many consumers prioritize domestically produced products and gifts with clear origins and that are environmentally friendly. "Our store is currently selling over 300 regional specialty products, most of which meet OCOP standards. Popular items during this period include clean rice, purple rice milk, dried shrimp, sausages, mooncakes, and coconut candy," said Ms. Huynh Thi Kieu Tien, Director of Quang Dang Private Production and Trading Enterprise, representing the OCOP store in the Mekong Delta.

Besides focusing on quality, supermarkets also pay attention to packaging. A representative from an OCOP (One Commune One Product) store in the Mekong Delta said that the unit has proactively implemented many innovative methods, such as replacing plastic bags with paper boxes, grass baskets, coconut fiber, and other environmentally friendly natural materials.

These days, from supermarkets and shopping malls to traditional markets in Can Tho city, the Tet atmosphere is filled with colorful lanterns, hanging banners, firecrackers, branches of apricot and peach blossoms, and especially images of the horse, the zodiac animal symbolizing 2026. Ms. Tran Thi Thanh, a saleswoman at a shop on April 30th Street, Ninh Kieu Ward, said that this year, printed horse-themed paintings are selling in large quantities. Along with modern decorations, many people are seeking out the traditional Tet atmosphere, and besides horse paintings and folk art, customers are also looking for handcrafted products such as paper fans, bamboo trays, carrying baskets, bamboo blinds, and calligraphic couplets.

OCOP specialties are the "soul" of the Lunar New Year gift basket for the Year of the Horse.

People learn about and shop for OCOP products at the OCOP 3 Regions Store (Ninh Kieu Ward, Can Tho). Photo: Thu Hien/TTXVN

The highlight of this year's Tet holiday season is the rise of OCOP (One Commune One Product) products. Local specialties with upgraded branding have become a trendy choice for gifts. Floating markets and traditional canals are showing renewed vitality for domestic goods.
Not only in supermarkets, but also along the rivers from Cai Rang floating market (Can Tho) to Nga Nam (Soc Trang), boats laden with essential goods bearing Vietnamese brands continuously dock. Bringing Vietnamese goods to rural areas through mobile sales trips has proven highly effective, helping people in remote areas easily access quality products at original prices.

Creativity is closely linked to the symbol of the Year of the Horse. Capitalizing on the Year of the Horse's spirit, handicraft businesses in traditional villages of the Mekong Delta have launched many unique products, such as handcrafted horse-shaped wine bottles from the Vinh Long pottery village, and ornamental plants shaped like "Horses galloping to success" from the Sa Dec and Cho Lach flower villages. Feng Shui gifts made from rattan, bamboo, leaves, and coconut from the former Ben Tre (now Vinh Long) region reflect the rich local character of the Southwestern Mekong Delta's riverine and garden landscape.

The Lunar New Year of the Horse 2026 is not only a time for family reunions, but also a testament to the vibrant strength of Vietnam's economy. In the Mekong Delta, Vietnamese goods have truly taken root in daily life, creating a prosperous, proud, and distinctly national holiday season.

Not only in shopping malls and supermarkets, Vietnamese goods are also widely available in convenience stores and traditional markets, ranging from food, clothing, and decorations to local specialties.

Traditional market vendors in the Mekong Delta region also reported that this year, their stores have proactively stocked up on goods two to three times more than usual, prioritizing domestically produced goods that are guaranteed to be of high quality, have clear origins, and maintain stable prices. Besides essential items, the stores also offer many Tet gift baskets made from domestic products, some designed to order.

According to observations, OCOP products are currently becoming a highlight in the Lunar New Year market of 2026 in traditional markets. Items such as tea, shrimp cakes, and dried fish, with their rustic charm, are quite attractive to customers. Along with that, goods such as shoes and clothing are also experiencing significant sales and strong demand. With improved quality, diverse designs, and reasonable prices, domestically produced OCOP products are increasingly gaining a foothold in the market.

In addition to direct sales, to increase competitiveness during peak season, many stores are also boosting online sales channels and e-commerce platforms like Shopee and TikTok Shop, combining promotions and free shipping to attract customers.

Vietnamese products are at the center of attention during the Lunar New Year of the Horse.

In parallel with its business operations, the OCOP (One Commune One Product) store also integrates agricultural technical consulting services, seed transfer, and production process training for farmers. Photo: Thu Hien/TTXVN

Given the current trend of market consumption shifting towards domestic products, supermarkets, retail channels, and small traders have quickly adapted, strengthening connections with local suppliers. Accordingly, supermarket chains like GO! and Tops Market have intensified their collaborations with domestic manufacturers, cooperatives, and small and medium-sized enterprises to bring Vietnamese goods into their stores, while also implementing measures to stimulate market demand.

Representatives from the Co.opmart system stated that the company now considers high-quality Vietnamese products as a "key" to sustainable competitiveness. Currently, the company not only prioritizes selling domestic goods in its centers but also focuses on developing connections with private label products from local manufacturers. Among these, OCOP products and local specialties have become a key highlight.

For consumers, Vietnamese goods, regional specialties, and OCOP products are favored not only for their quality but also for the meticulous attention to detail throughout the supply chain, resulting in appealing products both inside and out. As a consumer, Ms. Nguyen Thi Thao from Ninh Kieu ward, Can Tho city, said that her family highly appreciates OCOP products, which are closely associated with the local values ​​of each region, because they are familiar, rustic, refined, and convenient.

Recent years have shown a clear shift in consumer trends towards Vietnamese-made goods during the Lunar New Year holiday. The quality of domestic products is steadily improving. Diverse designs, competitive prices, and good promotional and after-sales policies are gradually helping domestically produced goods win over consumers. People buy domestically produced goods not only out of a sense of "support," but also because of trust and satisfaction. Even more encouraging, along with other product categories, OCOP (One Commune One Product) products are becoming a highlight attracting consumers.

The market for the 2026 Lunar New Year (Year of the Horse) shows that Vietnamese goods are holding a central position, thanks to the proactive efforts of businesses, widespread distribution systems, and market stabilization policies. According to the owner of a food store in Can Tho City, suppliers started offering Tet goods three months before the holiday. Previously, the store mainly imported cakes, candies, chocolates, and beverages from abroad to serve gift-giving needs, but in recent years, they have prioritized importing Vietnamese goods "because they are in higher demand." "Vietnamese goods now have quality comparable to foreign goods, but at competitive prices, and their origins are also clear," the store owner shared.

Supermarket owners and small traders alike affirm that consumers are currently using Vietnamese products not because of a trend, but because they trust the products. This will be a driving force for Vietnamese businesses to confidently and strongly "stretch" themselves to dominate the market. "Domestic products are of comparable quality to imported goods, but the price is only 30-50%, which is great," shared Ms. Nguyen Thi Thao, a resident of alley 34, Nguyen Trai Street, Ninh Kieu Ward, while shopping at the market on the eve of the Lunar New Year in Can Tho.

Source: https://baotintuc.vn/kinh-te/tet-binh-ngo-2026-khi-hang-viet-len-ngoi-tren-song-nuoc-cuu-long-20260212180119676.htm