During the 2026 Lunar New Year (Tet) holiday, revenue at Ho Chi Minh City Book Street rose by 20% compared with the same period last year, according to a representative of the organisers.

For Vietnamese people, the Lunar New Year (Tet) is a time of reunion and gratitude towards one’s roots. For many foreigners living and working in Viet Nam, Tet is also an opportunity to gain a deeper understanding of Vietnamese cultural identity through its customs, daily life, and the warmth of the community. The sincere reflections shared by international friends further highlight the unique appeal of Tet amid global integration.

Tourist arrivals, both domestic and international, to the northeastern province of Quang Ninh rose sharply during the first three days of the New Year 2026 holiday, according to the provincial Department of Culture, Sports and Tourism.

The consumer market in Ho Chi Minh City is witnessing a clear shift as local residents increasingly prioritise environmentally friendly, eco-labelled, and high-quality “Made in Viet Nam” products. Not only Vietnamese consumers, but many foreign visitors are also showing strong interest in locally made sustainable products.

Viet Nam welcomed over 12.2 million foreigners in the first seven months of 2025, marking a 23% year-on-year surge.

Following more than two years of stagnation due to the COVID-19 pandemic, Vietnamese tourism has made an impressive comeback in 2022, with 96.3 million domestic tourists in 11 months, far exceeding all forecasts.