E64: Let’s talk about Tết, baby — has Vietnam’s biggest holiday changed forever?

About this episode

The episode discusses the evolving significance of Tết in Vietnam and its impact on brands and marketers.

Tết has always been Vietnam’s most important moment of the year — culturally, emotionally, and commercially. For some categories, it can account for up to 40–45% of annual sales. But something feels different now. In this episode of You Don’t Know Vietnam, Ian Paynton sits down with Cimigo's Richard Burrage, a long-time Vietnam resident and one of the country’s most experienced consumer insight leaders, to unpack how Tết is changing — and why many brands and marketers haven’t caught up. Drawi...

People in this episode

Host: Ian Paynton

Guest: Richard Burrage

Topics covered

• Tết
• Vietnam culture
• consumer insights
• holiday changes
• marketing

Keywords

• Tết
• Vietnam
• holiday
• consumer behavior
• marketing
• cultural changes

Mentioned in this episode

Organizations: Cimigo

Places: Vietnam

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