Vietnamese goods dominate Tet market 2026 in Hanoi

THE HANOI TIMES — Just a few days left until Tet holiday, Vietnamese products keep gaining traction at traditional markets and supermarkets across Hanoi, as consumers increasingly prioritize locally-made goods for their stable quality, reasonable prices and transparent origins.

Surveys carried by the Hanoi Department of Industry and Trade on major supermarket chains in Hanoi show Vietnamese products account for about 90% of goods on shelves, particularly essential items and products traditionally consumed during the national longest holiday.

Growing consumer preference for domestic and regional specialties has helped domestic goods enhance their brand presence in modern retail channels.

At several major distribution systems such as WinMart, Co.opmart, AEON and traditional markets in Hanoi, shelves are fully stocked with reserves increasing by approximately 20%-30% year-on-year and Vietnamese goods gain wider acceptance among domestic consumers.

Thanks to the city’s market stabilization programs, prices of essential goods remain stable, ensuring sufficient supply to meet the increased demand for traditional food preparation during this period.

Specifically for the beer and soft drink category, despite being in peak consumption season, prices have not increased but have seen many deep discounts.

Notably, the 2026 Lunar New Year marks a clear turning point in gift-giving culture. Instead of extravagant gift baskets focused on appearance with industrial confectionery, consumers and businesses are strongly shifting towards the trend of "Healthy Tet gifts."

Gift sets of One Commune One Product (OCOP) items, organic food, nutritious nuts and regional specialties are dominating the market.

In particular, the rise of high-quality Vietnamese goods affirms the confidence of domestic consumers and demonstrates a sophisticated gift-giving mindset, focusing on practical use and the recipients’ health.

According to the Hanoi Department of Industry and Trade, the amount of goods businesses are preparing for the upcoming Tet holiday includes 301,050 tons of grain; 60,210 tons of pork; 16,381 tons of beef; 16,726 tons of seafood; 334,600 tons of vegetables; 500 tons of confectionery and among others.

Since the beginning of December 2025, the department has guided production and business units to proactively seek sources of goods in Hanoi and other localities to ensure a stable supply, thereby developing appropriate stockpiling plans.

Online markets, traditional markets and supermarkets are "racing" to sell goods

Currently, Vietnamese goods are not only vibrant on the shelves of supermarkets and retail chains but booming in the digital space. E-commerce platforms are fiercely competing in their Tet holiday delivery campaigns, offering two-hour express delivery to solve the time constraints of busy urban dwellers.

In particular, livestreaming sales continue to demonstrate their strength, with Megalive sessions featuring agricultural products and Tet flowers attracting millions of views and orders.

The convenience of logistics and technology has blurred the lines between traditional and online markets, forcing traditional retail channels to improve service quality to retain customers.

According to Tran Huu Linh, Director of the Agency for Domestic Market Surveillance and Development under the Ministry of Industry and Trade, starting from the 16th day of the 12th lunar month, purchasing power has entered a strong growth phase, expected to increase by 15%-20% compared to normal days and peaked during the Kitchen God worship ceremony (the 23rd day of the 12th lunar month).

This year, for the first time, the agency is implementing "Vitality of Vietnamese Goods" exhibition and livestream space, combining direct display of typical Vietnamese products, on-site sales and digital sales. The event, held at No.62 Trang Tien Street in Hanoi, is attracting significant attention from residents and tourists and is being promoted to bring local specialties closer to consumers in the capital city.

Products displayed at the event are carefully selected, ensuring they meet the criteria of being 100% "made in Vietnam", with clear origins and outstanding quality. This reflects the growing production capacity, innovative spirit and creativity of domestic businesses.

This optimistic signal is also clearly proofed at the Spring Fair 2026 which has been taking place from February 2 to 13 at the Vietnam Exposition Center in Hanoi’s Dong Anh Commune and opens daily between 9AM and 10PM.

Vu Ba Phu, Director General of the Vietnam Trade Promotion Agency under the Ministry of Industry and Trade, said that with the participation of 2,500 businesses and 3,000 booths, it is estimated that the total transaction value will significantly surpass the VND1 trillion (US$39 million) in revenue of the Autumn Fair 2025.

"We also expect the fair to strongly promote the movement of ‘Vietnamese people prioritize using Vietnamese goods’ linked to patriotism, self-respect and national pride,” he said.

The aforementioned programs and activities are positive indicators showing that people's spending power has recovered well, promising a bountiful Tet business season.

"Despite the challenging economic context, the purchasing power in the days leading up to Tet shows the optimism of the market. Vietnamese goods are preferred, prices are well controlled and there is no shortage or price surge," said Phu.