Travel to avoid... washing dishes.
In Vietnamese culture, the Lunar New Year is traditionally a time for family reunions. However, in modern life, the Tet holiday is no longer just about staying home to cook elaborate meals, diligently cleaning the house, and washing dishes three times a day; instead, many families choose to travel and enjoy the spring season as a way to "release their energy." The Tet holiday truly represents a restful break after a year of hard work.
Many families choose to go on spring trips during Tet (Lunar New Year).
Researcher, Associate Professor, PhD Phan An
In the first year after the Covid-19 pandemic, Ms. Ngoc Thuy (residing in Thanh Xuan District, Hanoi ) decided to celebrate a special Tet holiday: Visiting both her and her husband's families before Tet, and then on the morning of the first day of the new year, after the New Year's Eve ceremony, the whole family drove to Northwest Vietnam for a spring trip. Initially, Ms. Thuy's family planned a trip to three central provinces: Hue, Da Nang, and Hoi An; but plane tickets were quite expensive at that time, so they hesitated. Later, a friend's family invited them, and her husband enthusiastically accepted.
"This is the first year in 13 years since I became a daughter-in-law that I don't have to rush around cooking, cleaning, and washing dishes from morning till night. I also have the chance to wear the beautiful clothes I bought for Tet, instead of waiting until after the Lunar New Year to hurriedly get dressed to visit relatives and then rush back to the kitchen. Last year, my husband had to work shifts so he couldn't go anywhere, and he stayed home for almost 10 days straight, which was quite frightening. It was my husband who suggested taking his wife and children on another Tet trip. This year, my family is going to Ho Chi Minh City to escape the cold, and then we'll buy a tour to visit some provinces in the Mekong Delta. I invited my grandparents, but both sets of parents aren't ready to go yet. I'll probably have to 'persuade' them for another one or two years before they agree to celebrate Tet away from home," Thuy recounted.
Meanwhile, Dan Le returned from Ho Chi Minh City to Hanoi on the 23rd of the 12th lunar month to celebrate Tet (Lunar New Year) with her parents, sending the Kitchen God and the Stove God to heaven. Every year, Le returns home very early to reunite with her family, and then on the 2nd day of Tet, the whole family goes on a trip for about 3-4 days before returning to work. "Luckily, my parents are still young and healthy, and they're easygoing; they'll go right away if their children invite them out. Before, during Tet, it was cold, and they just huddled at home, eating, cleaning, and doing chores all day. Ten days like that was boring. Last year, I took my parents to Taiwan, which was their first time abroad. They decorated for Tet there almost the same way as we do, so they loved it. This year, my family went to Hoi An, and my grandmother came along too. She loves Hoi An," Le shared.
"Going on a spring trip to avoid washing dishes" is a joke, but it has actually become a popular choice for many families in recent years. Therefore, at the end of 2023, many travel companies were worried about a sharp decline in demand this year due to the difficult economic situation. However, by the end of last week, many companies had officially met, or even exceeded, their targets. "We've exceeded our targets! Now we're working hard to prepare for operations. This year we've exceeded them by 20%!" said Ms. Doan Thi Thanh Tra, Marketing and Communications Director of Saigontourist Travel Company, excitedly reporting on the results of Tet (Lunar New Year) 2024 tour sales as of yesterday afternoon (February 5th). During this year's peak Tet season, Saigontourist Travel Company expects to serve more than 28,000 tourists, with over 60% being overseas Vietnamese.
"This year, the number of overseas Vietnamese returning home for tourism has increased dramatically. These customers usually travel in large family and extended groups. Overseas Vietnamese don't place much importance on celebrating Tet (Lunar New Year), so they often dedicate their entire homecoming holiday to experiential travel, exploring the culture, and feeling the changes in their homeland," Ms. Tra added.
Buying flowers to decorate for Tet (Lunar New Year) is a tradition for many families.
Mr. Pham Anh Vu, Director of Communications at Viet Travel Company, said that this year the company has seen a significant increase in the number of tourists traveling to Hanoi and other provinces during Tet compared to previous years, especially those under 45 years old. This reflects the younger generation's reduced holiday spending and increased demand for travel. At this point, Viet Travel has already met its Tet business targets. Tour prices are therefore relatively stable, only increasing for domestic airfares due to higher airfares.
"This year's Tet holiday lasts 7 days, so tours lasting 4-6 days are very popular among tourists. In particular, overseas tours are significantly more popular than domestic tours due to their attractive itineraries and reasonable prices. Of these, 25% chose nearby destinations in the region such as Malaysia, Cambodia, Laos, Thailand, and Indonesia... Tours to Thailand sold more than the same period last year because the price of 7.5 million VND/tour is not too high compared to the usual price (6.5 million VND) and is cheaper than domestic tours by plane. Tours connecting Singapore and Malaysia also saw significant sales increase in this segment. Despite the overall economic situation being affected, the demand for travel during Tet still shows quite positive signs," Mr. Vu added.
Reduce food purchases, increase flower purchases.
The purchasing power for food also partly reflects the current trend of celebrating Tet (Lunar New Year) rather than just eating. On Sunday morning, February 4th (the 25th day of the 12th lunar month), taking advantage of her day off, Ms. Hong Chau (Tan Binh District, Ho Chi Minh City) strolled around the flower market and bought a peach blossom branch for 250,000 VND. She also planned to spend 300,000 - 400,000 VND on a bunch of lilies or snowdrops; and another 200,000 - 300,000 VND on other fresh flowers to decorate her house in the coming days.
She said that although there are only her and her husband and a young child in the house, she always displays a pot of apricot blossoms every year. This year is no different; even though her income has decreased and her bonus is lower, she still prioritizes buying flowers. "This Tet, I can save money and buy fewer clothes for myself, but the money spent on flowers remains the same as every year, around 1 million VND. Having flowers at home makes the atmosphere at the beginning of the year more cheerful and exciting, and I hope for a brighter year," Ms. Chau shared.
Similarly, Ms. Nhu Hoa's family (Tan Phu District, Ho Chi Minh City) also decided that "no matter what, there must be fresh flowers in the house during Tet." According to her, if money is limited, they will cut back on clothes, elaborate and expensive dishes, and alcohol; but spending on flowers remains the same as last year. For example, in previous years, she used to buy a lot of food to stock up at home, and every meal was like a feast with a variety of dishes, from chicken to pork, beef, spring rolls, banh chung (traditional Vietnamese rice cake), and pickled vegetables. But in recent years, she has gradually reduced this.
While purchasing power increased at traditional markets, it wasn't as much as predicted. However, flower markets in many areas started getting busier from the 24th and 25th of Tet (Lunar New Year). Many customers still choose to buy early to get beautiful flower pots that suit their preferences. For many families, buying a pair of yellow chrysanthemums for 300,000-400,000 VND or a peach or apricot blossom pot costing millions of VND is normal. Some even spend billions of VND to buy large, rare apricot blossom pots to display in their homes during Tet.
Economist Associate Professor Ngo Tri Long commented that in previous years, people's food needs were high. Many families had to tighten their belts year-round, so they only dared to buy extra meat or fish to improve meals for their children and grandchildren during the Lunar New Year. However, later, as the economy developed and people's lives improved, needs also increased, so celebrating Tet (Lunar New Year) was no longer as essential as before, and instead, people focused on enjoying the holiday. The trend of many families choosing to travel domestically and internationally during Tet has become increasingly widespread, not only in large cities but also in many rural areas, especially among young people. Because of this change in needs, the stockpiling of food for Tet is no longer as significant. Furthermore, shops, supermarkets, and markets only close for a few days, and people can easily shop as usual.
"People now mainly travel. Going back to their hometowns is also considered a domestic trip. The demand for Tet (Lunar New Year) celebrations is higher, so the purchase of flowers, ornamental plants, and other home decorations is also greater. As for Tet rituals, they are becoming simpler, so the purchase of food is not excessive. This Tet 2024 (Year of the Dragon), market purchasing power has decreased partly due to the still-difficult economic situation, but the main reason is that consumer trends have changed and will continue to become more widespread," Mr. Long said.
Domestic destinations always attract tourists when Tet (Lunar New Year) comes around.
Wherever there is family, there is Tet.
In reality, as living standards have risen, the concept of Tet (Vietnamese New Year) has changed considerably. Young people, and even the elderly, have become more open-minded about traditional Tet culture, no longer overly concerned about what to eat, where to go, or who to visit. Many people choose Tet as a time for complete rest and family gatherings. In particular, in recent years, many Vietnamese families have chosen Tet to travel and explore the world around them, something they wouldn't have the opportunity to do during busy weekdays. The trend of women being constantly busy in the kitchen, washing dishes, cooking, and serving guests, friends, and relatives for three days of Tet has largely disappeared. This used to be a "nightmare" for many women, especially those in traditional families with two or three generations living together.
Researcher, Associate Professor Phan An, explains: In the old days, during difficult times, people used to call it "celebrating Tet," but now, calling it "celebrating Tet" is just a habit; in reality, it's about enjoying Tet. However, some very basic customs and traditions are still preserved and are worth cherishing. These include the New Year's Eve dinner inviting grandparents to celebrate Tet with the family, the sticky rice cake placed on the ancestral altar, buying flowers, eagerly anticipating returning home for family reunions, preparing lucky money envelopes, visiting the graves of relatives, and going back to one's hometown... However, in the context of integration, these customs have also changed and merged to some extent. For example, many people choose to give lucky money via Momo wallet or bank account if they can't meet in person; or order offerings instead of cooking them themselves...
According to Mr. Phan An, the material needs during Tet (Lunar New Year) are not as great now because dishes that were once only available during Tet can now be bought and eaten any day of the year. Even new clothes, which used to be bought only during Tet, can now be purchased year-round. Therefore, the concept of celebrating Tet has shifted to enjoying Tet. Similarly, in the past, wrapping and cooking banh chung (traditional rice cakes) was a gathering of parents, children, and grandchildren, or even the whole village would cook together. The size of a family's Tet celebration was measured by the size of their banh chung pot. Now, Tet is about returning home and gathering with family after a year of hard work, and that's enough. After visiting grandparents, many young families choose to travel during Tet, a way to relax after a busy year, which is also normal.
In fact, even today, in Central Vietnam, you can still hear women in their 40s complaining about dreading Tet (Lunar New Year). They feel pressured and exhausted from having to worry about everything from shopping, preparing feasts, cooking for daily offerings, visiting their maternal and paternal families, and going to uncles and aunts' houses… With that mindset, Tet is a form of self-torture for many. Nowadays, knowledge about healthy eating to protect health and minimize weight gain after the Tet holiday is also being adopted by many. Therefore, the concept of celebrating Tet has changed considerably.
Associate Professor Phan An emphasized: "In my opinion, whether it's celebrating Tet or just enjoying the festivities, whether it's Tet of the past or present, wherever there's family, there's Tet. The important thing is that the family is together. Young people should temporarily set aside their worries about making a living and return to their parents during Tet; they will find prosperity right within their own family. That's the warmth, comfort, and tranquility of family. Tet without family reunion and togetherness is like not having Tet at all. The important thing is how to enjoy Tet in a civilized, useful, and peaceful way."
Cultural researcher, Associate Professor Bui Xuan Dinh, cited the following example: While in the past, the pot of banh chung (traditional Vietnamese rice cake) was the center of Tet (Lunar New Year) activities, now, with abundant material resources, readily available goods, and banh chung sold year-round in markets, the traditional Tet atmosphere has somewhat faded. Even the tradition of visiting relatives and friends to offer New Year greetings is becoming less common. Some families choose Tet as a time for travel and recreation. "It's undeniable that Tet today is somewhat 'duller' than before, but the essence and values of Vietnamese Tet still draw people back to national traditions," Professor Dinh emphasized.
It's safe to say that whether it's the feeling of relaxation and peace after a year of living and working, or the excitement and anticipation of prosperity and good fortune ahead, we all love and look forward to Tet (Lunar New Year). After Tet, new energy is reborn, ushering in a more prosperous new year.
This Tet holiday, the trend of wearing traditional Vietnamese ao dai dresses surged unexpectedly, resulting in sold-out products. Although purchasing power doubled during Tet compared to normal days, overall sales were still down about 20% compared to the 2023 Lunar New Year, partly due to the economic difficulties and reduced consumer spending. However, the main reason is the shift in consumer trends and fashion shopping habits. Even more than a decade ago, fashion stores sometimes focused solely on Tet sales, accounting for 80-90% of their annual revenue. At that time, families saved up and waited until Tet to buy new clothes. Sales during Tet increased 5-7 times, or even ten times, compared to normal days. Later, shopping habits changed, and clothing purchases took place year-round, not just during the Lunar New Year.
In particular, online shopping allows many consumers to shop quickly and easily at any time, so Tet will no longer be the peak season it used to be.
Mr. Le Viet Thanh, Director of K&K Fashion chain
Tet (Lunar New Year) represents renewal, new aspirations, reunion, and abundance… Fundamentally, these values remain. The rituals during Tet haven't changed much, but they are expressed in increasingly diverse ways. This is because, as society undergoes significant transformations, the cultural aspects of Tet are also subject to these changes.
Associate Professor Bui Xuan Dinh
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