Vu Lan Festival Market 2025: Vibrant, diverse but still retains traditional features

Votive offerings for the 15th day of the 7th lunar month are prepared to serve people's needs at a traditional market in Tan Thuan ward, Ho Chi Minh City. (Photo: Huong Giang/VNA)

Vu Lan Festival, the season of filial piety, has become one of the important holidays, not only having profound spiritual meaning in the spiritual life of Vietnamese people but also strongly impacting the market of goods serving the worshiping needs.

This year, when the Vu Lan Festival 2025 takes place in the atmosphere of the whole country towards the 80th anniversary of National Day September 2, the market for offerings and gifts is even more vibrant and diverse, but still retains the core traditional values.

The rise of vegetarian food and green products

Since the beginning of the 7th lunar month, in many streets, traditional markets, supermarkets and convenience stores in Hanoi , the number of people shopping for Vu Lan offerings has increased sharply.

Popular items include incense, fruits, candies, sticky rice, votive paper, and vegetarian foods.

Ms. Dang Huyen Trang, residing on Nguyen Tuan Street, Thanh Xuan Ward, Hanoi City, shared that after work, she went to the market to buy some offerings such as areca nuts, betel leaves, fruits, votive paper, chicken, and ham.

This year the products are diverse, beautiful, the prices are the same as usual so it is easy to choose and buy. Fresh flowers are a bit more expensive, but I don't buy much so the increase is not significant.

According to Ms. Ha Thi Phuong, owner of a flower shop at Nhan Chinh market, Thanh Xuan ward, Hanoi city: "The price of fresh flowers this time has increased by 10-15% compared to normal days, plus the recent heavy rain, causing flooding, affecting the quality and quantity of flowers."

Roses, chrysanthemums, and lilies, which are associated with offerings and pinned to clothes during Vu Lan festival, are consumed strongly.

Meanwhile, supermarkets and modern retail systems have launched many convenient "Vu Lan combo" packages, including incense, flowers, cakes and fruits with prices ranging from 300,000-800,000 VND/set, meeting the diverse needs of consumers.

People buy flowers to worship Vu Lan Festival. (Photo: Quoc Luy/VNA)

Ms. Hoang Thi Nga, a vendor at Kim Lien market, Kim Lien ward, Hanoi city shared: “About 5 days before the full moon of July, the number of shoppers doubled. Especially this year, many young families choose vegetarian food and imported fruits to make offerings, which are both solemn and in line with modern consumer trends.”

A highlight of this year’s Vu Lan festival is the increased demand for vegetarian food and environmentally friendly products. Vegetarian stores and organic supermarkets recorded a 30-40% increase in consumption compared to the same period last year.

Products such as vegetarian ham, vegetarian chicken, vegetarian spring rolls, vegetarian dumplings, and conveniently packaged pre-processed dishes are popular with consumers for making offerings on Vu Lan festival trays.

In addition, many families choose clean food, organic vegetables, and high-quality Vietnamese fruits to replace imported goods, both saving money and supporting domestic agricultural products.

Ms. Vu Quynh Mai, owner of a vegetarian food store on Tran Thai Tong Street, Cau Giay Ward, Hanoi City, said: “Compared to a few years ago, customers now not only care about price but also pay special attention to the origin and quality of the products. The Vu Lan offering tray not only needs to be full and solemn but also safe and healthy.”

In the past, buying votive paper during the Vu Lan Festival was a popular trend. However, in recent years, along with the recommendations of the Vietnam Buddhist Sangha and state management agencies, people have gradually limited the burning of votive paper, instead focusing on incense, flowers, and simple but sincere offerings.

Many families have used a more civilized form of encryption. (Photo: Tuan Duc/VNA)

This year, many stores selling votive offerings said that purchasing power has decreased by about 20% compared to the same period last year. Large, complex votive offerings are rarely ordered; instead, people mainly buy simple, symbolic offerings.

Ms. Vu Thi Mai, a trader on Hang Ma Street, Hoan Kiem Ward, Hanoi, shared: “Demand for votive paper has decreased, but customers are focusing on choosing beautiful, sophisticated products with high aesthetic value. This is also a positive signal, showing a change in consumer habits, towards being more civilized, economical and sustainable.”

Similar to Hanoi, the market for products serving Vu Lan season in Ho Chi Minh City is quite bustling.

These days, at traditional markets in Ho Chi Minh City, stalls selling fruits, incense, vegetarian food, offerings... are crowded with people coming to shop.

According to traders, the bustling atmosphere starts from the beginning of the seventh lunar month, peaks about a week before the full moon day and lasts until the end of the month.

In addition to fresh flowers, fruits, and chicken offerings, vegetarian food, votive paper, and many other items are also carefully selected by people, both as gifts for parents and grandparents, and as respectful offerings to ancestors.

According to Mr. Nguyen Van Huan, a merchant who sells votive paper at Phuoc Long market (Phu My ward, Ho Chi Minh City), about a week before the full moon day is when people go shopping for offerings and worship items, most crowded from morning to afternoon. Many people are not familiar with buying offerings, so he often makes an appointment to come back in the evening to have time to advise and guide them on buying appropriate offerings.

A variety of items, from five-color sticky rice, five-color sweet soup, and traditional Southern cakes at Phuoc Long market, Ho Chi Minh City. (Photo: Huong Giang/VNA)

Ms. Pham Thuy Hoa, a merchant specializing in selling offerings in Tan My ward, Ho Chi Minh City, said that these items are sold year-round, but the purchasing power is highest during Tet and Vu Lan festival.

Like every year, Ms. Hoa prepares many dishes such as five-color sticky rice, five-color sweet soup, traditional Southern cakes... to serve the market.

“Although purchasing power during Vu Lan season usually increases 30-40% compared to normal, we still sell at stable prices. I also prepare many more dishes suitable for this occasion. Buyers at the market are usually regular customers, or they order in advance, or they ask me for advice to choose suitable dishes,” said Ms. Hoa.

Stalls and shops selling fresh fruits and flowers also attract a large number of people. Purchasing power is especially high at places selling vegetarian food and vegetarian offerings.

The trend of many people eating vegetarian makes the vegetarian food market quite rich and attractive to customers. In addition to familiar products such as ready-made vegetarian food, tofu, mushrooms also increased in price slightly.

A survey at some points of sale in Tan Dinh ward (Ho Chi Minh City) showed that some types of mushrooms such as king oyster mushrooms, straw mushrooms, and shiitake mushrooms increased slightly by 10%, while fruits increased by 5-15% depending on the item.

Some traders at Tan Dinh market said prices of some items increased slightly due to attracting customers, but will decrease immediately after the peak.

Many daily shoppers also shared with the merchants about the price increase and said that since Vu Lan is the yearly holiday, everyone wants to choose the freshest items and foods, so slight price fluctuations are normal.

Vegetarian food at Phuoc Long market, Tan My ward, Ho Chi Minh City is in high demand during Vu Lan festival. (Photo: Huong Giang/VNA)

At some famous vegetarian stores in Ho Chi Minh City, peak purchasing power recorded an increase of 30-50% compared to normal days.

Vegetarian products sold at many modern retail systems also increased sales during the seventh lunar month.

In addition to shopping for worship and food, the market trend also recorded increased purchasing power in the gift segment. Many vegetarian product combos, fresh fruit baskets, and healthy foods are preferred by many people, both practical and showing respect to grandparents and parents.

Online market: New trend during Vu Lan festival season

Not only bustling at markets, supermarkets or traditional stores, the market for offerings for Vu Lan Festival this year is also bustling on e-commerce platforms. Many families, especially young people and office workers, choose to order offerings online, even ordering a "full package" of offerings for Vu Lan Festival through the application.

E-commerce platforms such as Shopee, Lazada, Tiki, and many stores on social networks promote worship packages with flexible prices and home delivery.

Retail market expert Nguyen Thi Thanh commented: “New consumer habits show people’s quick adaptation to technology. However, consumers need to be alert in choosing reputable suppliers to avoid buying poor quality products of unknown origin.”

Ms. Nguyen Thi Toan (Tan My Ward, Ho Chi Minh City) said that she often orders full-service offerings at reasonable prices, suitable for her family's conditions, but still shows her respect during Vu Lan festival. Ms. Toan believes that the online market is increasingly convenient, the offerings are quite rich and fresh.

Meanwhile, representatives of some systems specializing in providing full-package offerings said that purchasing power increases 10-20% each year, as people tend to choose fast, convenient and complete services.

To maintain prestige with customers, businesses focus on product quality, aesthetics, and prices depending on supply and demand. Many offerings will increase slightly by 10-20% if there is a shortage due to high demand.

An offering tray for sentient beings during Vu Lan festival. (Photo: Tuan Duc/VNA)

Not as bustling as in the North, but the Vu Lan market in Ho Chi Minh City also has its own characteristics, consistent with regional culture, in which people tend to choose folk offerings, close to people's daily lives.

Vu Lan season is not only a simple commercial activity, but also an occasion for families to bond and demonstrate the morality of "remembering the source of the water you drink." The market is also expected to maintain its "heat" until the end of July, both as a business opportunity and an occasion to spread the beauty of gratitude and filial piety in modern urban life.

Despite changing consumer trends, the common point during Vu Lan festival is still the spirit of returning to one’s roots and showing gratitude to one’s parents and grandparents. Many families, despite being busy, still try to prepare a neat offering tray, participate in rituals at the temple, or simply spend time with their family.

In the context of the whole country promoting green lifestyle and sustainable consumption, the market for Vu Lan offerings this year not only meets spiritual needs but also reflects new consumption trends. Enterprises and business households are also gradually changing, paying attention to safety factors, origin, and minimizing waste.

A representative of the Hanoi Market Management Department said: “We have increased inspection and supervision of goods during Vu Lan festival to prevent counterfeit and poor quality goods, especially imported food products, vegetarian products, and fruits. This contributes to building a transparent market and protecting consumer rights.”

This year's Vu Lan Festival takes place in a special atmosphere, when the spirit of filial piety blends with the modern flow of society. The market for offerings is therefore both vibrant and diverse, reflecting positive changes in people's consumption habits, towards civilization and sustainability while still preserving traditional values.

In the pure vegetarian meals, or the incense sticks offered on the ancestral altar, all exude the sacred meaning of Vu Lan season: gratitude, filial piety and preserving national cultural identity./.

Source: https://ttbc-hcm.gov.vn/thi-truong-mua-le-vu-lan-2025-soi-dong-da-dang-nhung-van-giu-net-truyen-thong-1019505.html