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

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.

Drawing on nationwide consumer research and focus groups, Richard explains why Vietnam is spending differently, gifting less, celebrating more quietly, and approaching Tết with a very different mindset.

For senior leaders looking beyond the hype, this episode offers a grounded, on-the-ground view of cultural change — and why understanding the “new Tết” may be critical to getting Vietnam right.

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This podcast is brought to you by We Create Content, the content marketing agency that builds audiences for global brands in Vietnam. You can follow our host, Ian Paynton, on LinkedIn, and follow the podcast on Instagram, TikTok and X.

A special thanks to DJ Jase at The Beats Saigon for the soundtrack, and to YOU for listening.