How To Win Tet Campaign 2023 From Coccoc

TET PLAYBOOK
Preparing For Tet 2023
Coc Coc Ad Platform | 10/2022

Foreword
Tet is a special occasion generating massive shopping demands, and Tet also plays an important role in the social life of Vietnamese
people. Over the past 3 years with lots of ups and downs, the 2023 Tet will appear to be difficult or challenging for brands? How
about the spending of consumers? Which are best methods to win the competitive Tet season ahead?
With the updated data on Vietnamese consumers on this special occasion, this report will bring you the insights to prepare for the
New Year 2023 prosperous and successful. This report is part of the Industry Report Series through which Coc Coc offers a snapshot
of the category to help our clients in their growth & success.
As a browser which is deeply rooted in the local life of Vietnameses, Coc Coc has reached 28.000.000 users now, both desktop &
mobile. This makes us truly an expertise in understanding consumer digital behavior, as well as gives us the resources to deeper
study their insight. That’s why we could commit to delivering the right message to the right people. Just focus on the target
customer to deliver the ads and spread your brand across the S-shaped land with us.
● 28.000.000 users ● 2826 respondents

Internal ● Nationwide ● Nationwide
Data ● All ages & genders Survey ● All ages & genders
● Coc Coc Internal Data ● Coc Coc Online Survey Panel
Agenda
01 02 03
Overview Tet Shopping Tet Signature
Tet Entertainment
Source: Nielsen Vietnam & Coc Coc Data, 2020

Overview
Tet Spending Tet Shopping Tet Calendar
Tet Celebrating
on digital
Consumers spending
Tet 2023
TET Shopping - Spending intention
Over two years of the pandemic, the upcoming Tet 2023 will not be a such fluctuations compared to 2022, when most consumers
will still maintain the same spending level as last year, or somewhat better
Less 16.1%
More 22.5%
Equal 61.4%
Dịp Tết 2023 tới đây bạn có dự định chi tiêu ít hơn hay nhiều hơn Tết 2022? Source: Coc Coc Survey, Tet Signature 08.2022 - N = 601
TET Shopping - which products?
Products purchased around Tet are divided into 3 groups:
Tet shopping with well-furnished Tet shopping for radiant ME - Tet shopping for the beloved GUEST
TECHNOLOGY (electronics, MYSELF (fashion, jewelry, mobile (FMCG - Food, confectionery/jam,
household appliances) phone) gifts, drinks, decorative items)
TV Fridge Clothes Cosmetic / Skin Food Confectionery/jam

care / health care
Washing Jewelry Phone Gifts Drinks

machine
Decorative items
Q: Sản phẩm bạn thường mua sắm trước tết? Source: Coc Coc Survey, Tet Signature 08.2022 - N = 601
TET Shopping - expectation with the brand
Tet is a big shopping season in the year, consumers also have much expectation with brands to live up to, considering great
demands this occasion related to price - products - services
1 2 64.7% 3 47.9%
Price stabilization Many discounts/promotions Diverse products/services
65.2%
4 47.6% 5 47.3% 6 0.7%

Good customer care service Great shopping experience Other
Source: Coc Coc Survey, Tet Signature 08.2022 - N = 601

Tet Shopping & Celebrating
on digital
Online time at Tet
At Tet, users tend to be online later than normal day, especially after 18h.
Source: Coc Coc Browser and Search Engine data, 08/2021 - 07/2022
*12 weeks of Tet: 6/12/2021 - 27/02/2022
**The week of Tet: 31/01/2022 - 06/02/2022
Trend of the industries at Tet
Week 49 50 51 52 53 01 02 03 04 05 06 07 08 49 50 51 52 53 01 02 03 04 05 06 07 08 49 50 51 52 53 01 02 03 04 05 06 07 08
Travel Family & House care Eating

The trend of travel and tourism increases at 2 - 3 The demands of housekeeping and family, The adjacent time of Tet is the peak season of the
weeks before Tet and really reaches the peak after especially at the week of Tet, reflecting in the food category with the demand for traditional
Tet. search volume of this period higher than the rituals and enjoying the food themselves.
period before and after Tet.
Week 49 50 51 52 53 01 02 03 04 05 06 07 08 49 50 51 52 53 01 02 03 04 05 06 07 08 49 50 51 52 53 01 02 03 04 05 06 07 08
Heath and beauty Electronics, household appliances Entertainment

Health and beauty items are really the focus of The demand for entertainment increases in the
attention every Tet with the peak of searching Technology products such as mobile phones & period of 8 to 4 weeks before Tet, then
early from a few months before Tet - and household appliances are sought for from the temporarily decreases when Tet comes, before
remain stable through Tet period. very early stage: a few months before Tet. turning back to 2 weeks after Tet.
Source: Coc Coc Browser and Search Engine data, , 6/12/2021 - 27/02/2022
The week of Tet: 31/01/2022 - 06/02/2022 (week 05)
Trend of travel and tourism at Tet
1. Purchase train & coach tickets for travel demands before and after Tet
airline tickets train tickets thanh buoi
Cheap airline tickets price of airline tickets
Booking airline tickets phuong trang 49 50 51 52 53 01 02 03 04 05 06 07 08
2. The interest in the airline and OTA also increases at the same time
vietnamairline traveloka booking
vietjet agoda
49 50 51 52 53 01 02 03 04 05 06 07 08
3. The demand for tourism, especially famous destinations, rises after

Tet
phu quoc tourism ha long bay
phu quoc Vinpearl nha trang Vinpearl
49 50 51 52 53 01 02 03 04 05 06 07 08
Trend of housekeeping and family at Tet
1. Shopping at supermarkets and mothers and babies stores right before Tet
coopmart bibomart
big c mykingdom
49 50 51 52 53 01 02 03 04 05 06 07 08
2. Read news on women and family pages
family & social

afamily phunutoday
newspaper
eva tin tuc 24h
49 50 51 52 53 01 02 03 04 05 06 07 08
Trend of eating at Tet
1. Eating out at chains of restaurants & cafe
pizza hut phuc long gogi house
kichi kichi domino pizza
49 50 51 52 53 01 02 03 04 05 06 07 08
2. Eating at home maintains stable throughout Tet
tasty food in the north simply tasty food cooking recipe
easy-making tasty food poached food tasty food every day
tasty food in the tasty food recipe from

sweet and sour ribs
central fish 49 50 51 52 53 01 02 03 04 05 06 07 08
Trend of health and beauty at Tet
1. Health and beauty stores
guardian the face shop the body shop
thegioiskinfood sammi shop

49 50 51 52 53 01 02 03 04 05 06 07 08
2. Fitness equipment
massage chair kingsport
jogging machine california fitness
49 50 51 52 53 01 02 03 04 05 06 07 08
3. Demand for losing weight and keeping fit after Tet
How to get rid of

exercise losing belly fat Get rid of belly fat
belly fat
How to lose weight Losing weight quickly
effectively
49 50 51 52 53 01 02 03 04 05 06 07 08
Trend of electronics, household appliances at Tet
1. Search for phone and electronics retailers
thegioididong nguyenkim dien may cho lon
cellphones viettel store didongviet
hoanghamobile hanoicomputer fpt shop

49 50 51 52 53 01 02 03 04 05 06 07 08
2. The Iphone series captures a lot of attention from users, especially after Tet
when the user’s pocket is “clinking” with plenty of money
iphone 11 iphone 11 pro max iphone 13 pro max
49 50 51 52 53 01 02 03 04 05 06 07 08
3. The three big leading are sought for in the phone segment
samsung apple oppo
49 50 51 52 53 01 02 03 04 05 06 07 08
Tet Entertainment
Week 49 50 51 52 53 01 02 03 04 05 06 07 08 49 50 51 52 53 01 02 03 04 05 06 07 08 49 50 51 52 53 01 02 03 04 05 06 07 08
Film - Video Game Music

Game have the different pattern from other
Trend of watching Film - video is always high
industries as the search volume is always Like Film - video, music also has two peaks during
during Tet, and only decreases slightly at the
maintains at a high level throughout the Tet this time. The first peak is the time before Tet and
holiday week, then quickly increases immediately
holiday, even reaching the peak one week before the second peak is after the week of Tet
after the end of Tet
Tet
Tet Calendar - Shopping and
Entertainment journey at Tet
Shopping time
Caring myself Caring family & gathering friends Cheering
2M before Tet 1M before Tet 2W before Tet Celebrating Tet After Tet
Self renovation Entertainment: Beauty: Losing weight -

Fashion: clothes, Gifting: gift basket
● Losing weight: Fitness watching Films, listening Fitness
accessories
● Main household Party: confectionary, to music, playing games
appliances, telephone wine
Beauty: Beauty care Travel: Traveling and

Caring house and Eating: Eating out and
items and cosmetic Spring after Tet
family: cleaning the cooking at home
house, taking care of
Moving - Gathering
family
Source: Coc Coc Survey, Coc Coc Internal Data

Tet Shopping
Tet gift package Tet gift package Tet gift package
#1 Technology for #2 Radiant #3 Welcoming
convenience Self guests
Tet gift package #1
Technology for
Convenience
Source: Coc Coc Survey, Mobile phone - household appliance 08.2022 - N=668
Shopping demand
47.5% demand for

37.1% demand for
a new mobile phone around Tet household appliances around Tet
TV Fridge Washing machine
25.3% 14.7% 12.9%
Source: Coc Coc Survey Phone - Household appliance 08.2022 - N=668

Budget
Household appliance
27.4% 31.5% 13.7% 9.7% 17.7%

under 10.000.000 - 15.000.000 - 20.000.000 - 30.000.000 VND
10.000.000 under 15.000.000 under 20.000.000 under 30.000.000 and above
VND VND VND VND
Phone
59.3% 12.0% 9.5% 7.6% 11.7%

under 10.000.000 - 15.000.000 - 20.000.000 - 30.000.000 VND
10.000.000 under 15.000.000 under 20.000.000 under 30.000.000 and above
VND VND VND VND
Source: Coc Coc Survey 08.2022 ; Household appliance - N=248; Phone - N=317
Location
Household appliance Phone
With household appliance - phone, ½ consumers have intention of shopping offline at electronics/phone stores
Motivation for shopping at Tet
Tet itself is the biggest motivation for consumers to purchase for themselves and their families in a decent way, “new year new
products”. In addition, the promotion program of brands and retailers also create the demand in the biggest consumption season
of the year.
Household appliance Phone

Need to prepare for the Tet decently and fully Want to use new products when Tet comes
46.0% 35%
There are many incentives and promotions at Tet There are many incentives and promotions at Tet
37.5% 34%
Having a better finance for shopping Have a better finance for shopping
27.8% 24%
There are many new models at Tet There are many new models at Tet
24.2% 22%
Other Other
9.7% 21%
Advertising - Online information Household
Product Phone
appliance
The influence of Advertising - Online information on
the purchase decision around Tet
Attracted by online
63.7% 59.6%
advertising
86.3% Household consumers agree with

this influence
Searching online
information before 69.8% 76.3%
purchasing
83.0% Household consumers agree with

this influence
Conclusio
Tet itself is the biggest motivation for consumers to purchase
for themselves and their families in a decent way, “new year
new products”. In addition, the promotion program of brands
and retailers also creates the demand in the biggest
n
consumption season of the year.
Many consumers have the intention to buy mobile phones

around Tet. For household appliances, consumers spend a
larger budget.
Consumers are also very flexible in the shopping location: not

only purchase offline but also online shopping on e-commerce
platforms or retailer websites.
Advertising - Online information affect the purchase decision at

Tet of the majority of consumers of the phone and electronics
industry
Tet gift package #2
Radiant self
Source: Coc Coc Survey, Fashion - Beauty - Fitness 08.2022 - N= 633
Tet Fashion
Clothes Bags, Wallets
68.4% 58.6%
81.5%
Demand for purchasing clothes, shoes, bags
& wallets, watches, jewelry - accessories
Shoes
51.6%
Watches
50.6%
Jewelry - accessories
13.0%
Source: Coc Coc Survey, Fashion - Fitness 08.2022 - N= 633

Fashion shopping budget
48.8% 9.1%
Under 1.000.000 VND 5.000.000 - 10.000.000 VND
34.5% 7.6%
1.000.000 - 5.000.000 VND 5.000.000 - 10.000.000 VND

Online - Offline Shopping
Online shopping emerges in fashion - the category with the traditional habit of seeing - trying before purchasing
86.0% 66.7% 52.7%

Offline shopping Online shopping Both offline and online shopping

Motivation to shop for fashion items around Tet
70% of fashion shoppers at Tet is to prepare themselves the most glorious appearance to celebrate Tet
Want to prepare a glorious appearance when Tet is coming
70.9%
There are many incentives and promotions at Tet
35.5%
There are many new models at Tet
26.2%
Having a better finance for shopping
16.3%
Other
15.9%

Who do you go shopping with?
½ respondents will shop fashion products with the whole family when Tet comes
52.9% 26.0%
Go shopping with the whole family Go shopping with friends
34.3% 14.3%
Go shopping alone Other

Beauty demand to celebrate Tet
Specifically, the beauty demand to celebrate Tet as
follows:
Hair styling and
Body
hair care
38.9% 29.2%
62.6
Consumers have intention of hair styling,
Bodycare
35.2%
Makeup
19.0%
%
skin/body care, makeup, nails,... Skincare Nails styling
33.0% 13.0%
Fragrant Tattoo
29.5% 2.7%

Beauty service to prepare for Tet
Top services chosen by beauty consumers
Hair salon Nails salon All those who demand for tattoo will go to the
specialized salon
51.5% 15.8%
Gym & Fitness Beauty salon 83.3% of people who demand for hair styling and
hair care will come to the hair salon
23.9% 9.3%
Spa Tattoo salon
76.8% of people who demand for nails styling will go
22.1% 4.3% to the nails salon

Beauty equipments & tools
Increasing with the interest of losing weight - keeping fit when Tet is coming, consumers seek for many kinds of equipments & tools
for home fitness
Auxiliary tools (carpets, weights,...) Jogging machine
16.3% 14.8%
Bicycle machine Massage chair, massage bed
14.8% 11.6%

Beauty equipments & tools
Nearly 50% respondents have intention of purchasing equipments and tools with a budget of 5.000.000 VND and above
25.5% 18.2%
5.000.000 - under
18.2%
Under 1.000.000 15.000.000 and above
10.000.000
28.5% 9.5%
1.000.000 - under 5.000.000 10.000.000 - under 15.000.000

Motivation to shop for beauty equipments and tools
Desiring the standard body during the Tet holiday is the biggest motivation for consumers to shop for equipments and tools
Want to prepare a more beautiful appearance when Tet is coming
56.9%
There are many incentives and promotions at Tet
38.0%
Having a better finance for shopping
24.1%
There are many new models
19.7%
Other
18.2%

Advertising - Online information
Advertising and online information have a great impact on consumers of beauty - fashion industry at Tet.
87.6% 76.0%
People who have People who have

intention of shopping intention of shopping
beauty equipments and fashion items
tools
Given that advertising and online information has an

impact on shopping

Conclusio Demand for beauty and fashion increases when Tet comes,
n
consumers want to prepare the most beautiful appearance
“from head to toe” with clothes, bags & wallets, and shoes,
changes or hair care, skincare, bodycare,...
Weight and body that are very concerned on Tet holiday -

opening up opportunities for not only fitness centers, but also
wider when some users who have highly paid, also go shopping
beauty equipments and tools to improve body at home
With beauty and fashion industry, online information including

advertising supports the majority of consumers during
shopping
Tet gift package #3 -
Welcoming guests
Source: Coc Coc Survey, FMCG & Retail 08.2022 - N = 359
Shopping demand
Confectionery Soft drink, beverage
66.3% 56.0%
84.4
have intention of shopping confectionery, soft
Tet gift basket
39.3%
Beer
40.4%
%
drinks, beer, wine, Tet gift basket
Wine
27.0%
Source: Coc Coc Survey, FMCG & Retail 08.2022 - N= 359

Budget
31.4% 16.2%
Under 1.000.000 VND 5.000.000 - 10.000.000 VND
44.2% 8.3%
1.000.000 - 5.000.000 VND 5.000.000 - 10.000.000 VND

Shopping location
Confectionery products, drinks, Tet gift baskets are often shopped at supermarkets, grocery stores, markets or convenient
stores (easy locations to purchase and transport)
Supermarkets Grocery stores Markets
59.7% 58.1% 41.9%
Convenient stores Online shopping At specialized stores
33.0% 21.5% 17.5%
Other
5.0%

Shopping purpose
Shopping confectionery, drinks to treat guests and set up indoors are the demands of more than 70% of consumers at Tet
71.9% 53.1%
Set up, treat guests For myself
53.8% 15.8%
Gifting Other purposes

Confectionery & Tet gift is the shopping product of the
whole family
61.7% 15.8%
Go shopping with the whole family Go shopping with friends
33.3% 11.2%
Go shopping alone Other

Advertising - Online information
60.7% I have searched online information before shopping for confectionery and drinks products at Tet
50.2% Online advertising has attracted me to shop confectionery and drinks at Tet
38.9% Agree with both of the above opinions

TET gift
More than ⅔ the number of respondents purchase Tet gifts to give family members. Besides, it is a highlight that the
demand for rewarding themselves is as high as the demand for gifting to friends at Tet
69.0% 39.3% 38.3%

Gifting to family members Rewarding to myself Gifting to friends
24.8% 16.2%
Gifting to colleagues No demand for gifting

Demand for gift spending during your Tet holiday?
Conclusio Tet is an opportunity for consumers to purchase confectionery
and drinks not only for guests, but also for themselves to enjoy
n
and gift to important people (family, friends, colleagues). They
are not afraid of large budget spending on these products
This industry also brings Tet signature when connecting the

whole family to go shopping together
As a relatively traditional industry but on the context of Tet

shopping, gift is still a product that most consumers have
behaviors of searching for information and receiving online
information
Tet Entertainment
Games Films- videos Music
Games
The percentage of users who play games is more than
⅔ of respondents have the demand to play games stay
70%
the same or increase on Tet holiday
The percentage of people who play games by average time

per day:
Under 1 hour 19.1%

1 - 2 hours 31.0%
2 - 4 hours 24.1%
4 - 6 hours
6 hours and above

13.5%
12.3%
7% Respondents don't play games on
weekdays but play on Tet
Source: Coc Coc, Game Survey 08.2022 - N = 565

Games
The weeks of Tet Holidays when people have a lot of time Therefore, the top reason people play games during Tet is
is the time chosen by most game players. to kill time and relax.
To kill time
47.3%
To relax, relieve stress

46.9%
After Tet Holiday To improve the spirit, reflexes and mind training
19.2% 28.2%
During Tet Holiday To interact with people

58.4% 27.3%
Before Tet Holiday To maintain and improve the ranking that is being achieved
22.4% 19.4%
To escape from reality
12.5%
Others
10.2%

Games
MOBA & FPS still remains popular, beside that sports games and fighting games are those games with a prominent
increase during Tet.

Films - Videos
The content of Film - video entertainment for users on Tet holiday is very diverse from Music, Games, Entertainment show to
creative content created by vloggers/video creators and popular streaming platforms.
Music Video Game Entertainment content
De vuong hiha rap việt season 2
karaoke game y8 7 spring s.000.000es
Remix music play together running man season 2
super idol mixigaming Film review
Chill music gay tv media

Platform
ai chung tình được mãi tony tv
Teen music youtube Doraemon
Love music tik tok conan
baby shark netflix one piece
lofi chill fpt play anime
Source: Coc Coc Browser and Search Engine data, 6/12/2021 - 27/02/2022
Games
The most searched games during Tet 2022 are sport games, MOBA, FPS and casual games. In addition to playing games, users
are also entertained with streaming and esports.
Gaming Game Title Web Game
game fo4 y8
gaming minecraft roblox
game online Blood strike Fun game
game/free game pikachu/classic pikachu game 24h
Arena of valor steam
Sad monkey poki

Streaming
League of legend zingplay
nimo Dragon ball online 4399
twitch cf gamek
nimotv/mixi Fire and water 7k7k
Music
The music content on New Year's Day is not too different from normal days, with popular keywords related to popular music genres
and platforms, however the demand for Tet music and the demand to sing karaoke are some typical highlights.
Music - songs Genre Platforms
De vuong love music soundcloud
Ai chung tinh duoc mai Teen music zing mp3
music mix/remix music mixcloud
music Bolero music nhaccuatui
Listen to music Spring music standard chords
Download music Kid music itunes
Mp3 music nonstop chiasenhac
karaoke online bolero Viet chords
Download free mp3 music karaoke Download music
Download free music Chill instrumental music Song lyric
Tet gives an opportunity for consumers to have more free time
and cảm hứng for entertainment than usual. The trend of
Conclusion
gaming increases especially throughout the Tet holiday which is
reflected in the search volume of the corresponding keyword.
Even during the holiday, when the search volume of other
industries has decreased, the search volume of gaming is still in
high demand compared to before - after Tet. Maybe a part of
everyday users don't play games, but they have this
entertainment behavior only in Tet.
Gaming helps many players relieve boredom while having

plenty of time, helps them to relax and uplift their spirit. In
which MOBA and FPS are the top two titles chosen by players.
In addition, sports games and fighting games have a much
higher percentage of players on New Year's Day than usual.
In addition to games, Music and Films - Video are also the

popular form of entertainment during Tet, reflected in the
corresponding search volume on Coc Coc.
Tet Signature
The Megatrends
Tet Signature
1 Enjoy Tet 2 Tet Symbols

3 Tet feelings 4 Tet Traditions
5 Tidy up the house for Tet 6 Shopping for Tet
7 Give Tet gifts 8 Tet travel
Enjoy Tet - Tet feelings
The atmosphere of Tet is still mainly considered positive. Young people mostly still have positive feelings about Tet while middle-aged
people have more neutral feelings.
Excited
56.7%
Neutral
39.1%
Worried
12.6%
Bored
5.8%
TE
An opportunity to gather, especially
with family 61.4%
The meaning of Traditional festival 39.4%

Special occasion of the year 37.6%
Relaxing time for family 33.3%
Long holiday 32.8%
T
Ideal time for travel 7.3%
Tet is still a very special occasion in the minds of Vietnamese people.

Just like normal days 6.8%
This is a time for gathering with family and loved ones. It is a big
holiday, to relax with family. Others 1.7%
Ý nghĩa của ngày tết với bạn là? Source: Coc Coc Survey, Tet signature 08.2022 - N = 601
Yes
TET has 86.4%
changed
“New Tet ” is different from “Old Tet”
in the perception of most Vietnamese people
No
13.6%
Source: Coc Coc Survey, Tet signature 08.2022 - N = 601

The Tet atmosphere is no longer as fun and bustling as before
45.8%
Traditional activities are disappearing (e.g. wrapping chung cake, making jam, watching fireworks,...)
35.8%
Material life is fuller
Opinions
35.4%
The price is much more expensive
32.1%
about TET Tet customs become more simple

24.6%
More diverse products
24.6%
More convenient products
22.1%
Travel more on Tet holiday
14.8%
Others
1.3%

TET SYMBOLS
#1 Red envelope #2 Chung Cake #3 Cherry blossom
71.4% 68.4% 60.6%
#4 Fireworks #5 Kumquat tree #6 Ancestral tray
55.9% 52.2% 52.2%
#7 Tet jam #8 Five fruit tray #9 Apricot blossom
48.8% 48.1% 46.8%
#10 Tet parallel #11 The New Year tree #12 Swallows
26.5% 19.1% 15.1%

Symbols North South Central
Red envelope 72.8% 69.2% 70.2%
Chung Cake 76.9% 54.1% 62.5%
TET SYMBOLS Cherry blossom

Fireworks
77.2%
57.4%
33.3%
49.1%
48.1%
61.5%
Kumquat tree 62.7% 29.6% 52.9%
There are differences between regions when the symbol of
Ancestral tray 57.4% 41.5% 51.9%
Tet in the North is peach blossom, kumquat tree; the
apricot flower is the symbol of the people of the South; Tet jam 49.7% 47.8% 47.1%
meanwhile, both peach blossom, yellow apricot and
kumquat trees evoke Tet atmosphere for the Central. Five fruit tray 51.5% 42.8% 45.2%
It brings Tet atmosphere to each region with Tet symbols
Apricot blossom 34.3% 69.8% 51.9%
through images, colors palettes, packaging models,
decoration... Tet parallel 28.4% 22.6% 26.0%
The New Year tree 17.2% 20.8% 23.1%
Swallows 13.0% 18.9% 16.3%

New Year wishes
For most Vietnamese, Tet still has traditional traits when it is mostly linked with family gatherings and unions, even with young
people. Adults have more financial desires while older people hope to improve their health.
Young people under 18 years old wish

69.7% to enhance family cohesion in the new
year.
64.6%
People from 18 - 34 years old pay
Hope to improve
family cohesion
70.3% attention to the issue of financial
improvement.
62.6%
60.6% Hoping for
financial 70.4%
Users over 45 years old hope to
improve their health before the new
improvement year
Hope to
improve
health

Worries when Tet comes
Beside the hopes, Tet also brings worries, especially the cleaning work and the problem of being 1 year older.
Have to give lucky money to many

43.9% Have to clean the house 13.0% people
40.4% 1 more year older 9.3% Tet is relatively boring
23.8% Have to spend a lot of money 3.2% Business stopped/waste of time
16.3% Have to meet a lot of people

Worries when Tet comes
Top 3 worries breakdown by age show the difference between the perspective of young people compared to adults when
the new year comes
35+ 53.4% 1 more year older 51.7% Have to spend a lot of money 27.6% Have to clean the house
18 - 34 48.5% 1 more year older 48.1% Have to spend a lot of money 43.1% Have to clean the house
Under
18
years 48.4% Have to clean the house 38.5% 1 more year older 32.2% Have to spend a lot of money
old

TET Customs
The diversity of Tet customs are still remembered by Vietnamese people with the concept of “Pray for holiness - Be patient for
good” bring a lot of hope for a peaceful and lucky New Year.
Abstain from crying and arguing in the first days

55.9% 30.8% Abstain from becoming the first foot
of the year
Do not let others with conflicted meet at the new

53.7% Abstain from bad words, swear words 22.1% year
Abstain from wearing black or white colored

50.7% Abstain from borrowing or collecting debt 22.1% clothes
50.2% Abstain from breaking things 16.8% Choose the begin of a new-year writing
Abstain from wishing a Happy New Year on the

49.3% Abstain from sweeping the house on Tet days 16.8% morning of the 1st
Choose departure direction at the beginning of

40.3% Abstain from eating dog meat, duck meat, balut,... 9.8% the year
Abstain from cutting hair at the beginning of the

35.4% year
9.8% Choose a date to go out

TET Customs
In particular, women pay more attention than men when it comes to things that abstain from bad luck - get lucky.

Tidy up the 4.2% 95.8%
house for Hire a house cleaning service Clean the house by myself
Tet
While tidying up the house is the top affliction
when Tet comes, 96% of respondents still have
to complete this task by themselves.

TET Activities
For Vietnamese people, Tet is an opportunity to enjoy time for themselves as well as rest and eat with
friends #Technology Team take 1st place và #Food Team take 2nd place
43.4%
38.8%
Technology Team -
36.8% only stay at home
checking the
phone, ipad or
watching tv
36.6% Food Team - eat,
Travel Team - sleep and drink
travel, exchange
21.0% New year’s
Duty Team - Play wishes, ...
Gaming Team - hard, work hard
determined to get to the
top of the national ranking

TET Activities
What is your Tet activities?
75.5% Exchange New year’s wishes to 25.1% Go to a cafe shop, bubble tea 20.1% Exchange New year’s wishes at the
grandparents, relatives shop,... house of colleague/superior/partner
52.4% Go back to hometown 24.8% Only stay at home 16.8% Go to the mall
46.6% Hang out at your friend house 21.5% Go to amusement parks 10.3% Watch films at the theatre
40.6% 20.6% 6.7% Travel in the countrysides,

Watch Films/TV at home Eat out at restaurants
overseas

Young people still have positive feelings about Tet, while
middle-aged people have neutral feelings. For most
Vietnamese, Tet still has traditional signature when tied with
Conclusion
family gatherings and unions, as well as these familiar symbols
glued in the mind of every citizen - each region, the traditional
customs related to “pray for holiness. be patient for good”
However, most people have a different feeling about the

modern New Year than the old one, when life is full of variety
but the Tet atmosphere and traditional activities gradually fade
away
Tet brings Vietnamese people both hope and concerns. Hope

for family love, finance and health, but it also comes with
negative emotions in terms of age and economy or as simple as
cleaning the house is also a problem, especially for young
people.
The main Tet activities are gathering family, relatives, friends
and colleagues. Besides that, there is also a group of more self-
centered activities such as home entertainment or traveling
during Tet holiday.
Sample size DISCLAIMER
Coc Coc used the best efforts in preparing this report, with
1. Tet Signature: 601 an aim to provide an overview of consumer insights around
2.Smartphones - Electronics: 668 Tet for reference use only. Hence Coc Coc made no
3.Fashion - Beauty - Fitness: 633 representations or warranties with respect to the accuracy
or completeness of the contents of this report and
4.FMCG & Retail: 359 specifically disclaimed any implied warranties which extend
5.Game: 565 beyond the descriptions contained in the report. The
accuracy and completeness of the information provided
herein and the opinions stated herein are not guaranteed or
warranted to produce any particular results, and the advice
and implications contained herein may not be suitable for
every partner. We do not encourage business or investment
decisions be made solely based on the information provided
herein. Partners are advised to consult an appropriate
professional instead. Coc Coc shall not be liable for any loss
of profit or any other commercial damages if such decisions
are made.
THANK YOU
sales@coccoc.com (024) 38 838 838
coccoc_qc qc.coccoc.com

How To Win Tet Campaign 2023 From Coccoc

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How To Win Tet Campaign 2023 From Coccoc

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TET PLAYBOOK

Preparing For Tet 2023

Coc Coc Ad Platform | 10/2022

● 28.000.000 users ● 2826 respondents

Source: Nielsen Vietnam & Coc Coc Data, 2020

Products purchased around Tet are divided into 3 groups:

TV Fridge Clothes Cosmetic / Skin Food Confectionery/jam

Washing Jewelry Phone Gifts Drinks

4 47.6% 5 47.3% 6 0.7%

Source: Coc Coc Survey, Tet Signature 08.2022 - N = 601

Travel Family & House care Eating

Heath and beauty Electronics, household appliances Entertainment

airline tickets train tickets thanh buoi

Cheap airline tickets price of airline tickets

Booking airline tickets phuong trang 49 50 51 52 53 01 02 03 04 05 06 07 08

vietnamairline traveloka booking

3. The demand for tourism, especially famous destinations, rises after

phu quoc Vinpearl nha trang Vinpearl

2. Read news on women and family pages

family & social

eva tin tuc 24h

1. Eating out at chains of restaurants & cafe

pizza hut phuc long gogi house

kichi kichi domino pizza

2. Eating at home maintains stable throughout Tet

tasty food in the north simply tasty food cooking recipe

easy-making tasty food poached food tasty food every day

tasty food in the tasty food recipe from

guardian the face shop the body shop

thegioiskinfood sammi shop

massage chair kingsport

jogging machine california fitness

3. Demand for losing weight and keeping fit after Tet

How to get rid of

thegioididong nguyenkim dien may cho lon

cellphones viettel store didongviet

hoanghamobile hanoicomputer fpt shop

iphone 11 iphone 11 pro max iphone 13 pro max

samsung apple oppo

Film - Video Game Music

Caring myself Caring family & gathering friends Cheering

Self renovation Entertainment: Beauty: Losing weight -

Beauty: Beauty care Travel: Traveling and

Source: Coc Coc Survey, Coc Coc Internal Data

47.5% demand for

TV Fridge Washing machine

25.3% 14.7% 12.9%

Source: Coc Coc Survey Phone - Household appliance 08.2022 - N=668

27.4% 31.5% 13.7% 9.7% 17.7%

59.3% 12.0% 9.5% 7.6% 11.7%

Household appliance Phone

86.3% Household consumers agree with

83.0% Household consumers agree with

Many consumers have the intention to buy mobile phones

Consumers are also very flexible in the shopping location: not

Advertising - Online information affect the purchase decision at

Clothes Bags, Wallets

Source: Coc Coc Survey, Fashion - Fitness 08.2022 - N= 633

Source: Coc Coc Survey, Fashion - Fitness 08.2022 - N= 516

86.0% 66.7% 52.7%

Source: Coc Coc Survey, Fashion - Fitness 08.2022 - N= 516

Want to prepare a glorious appearance when Tet is coming