Cimigo’s Richard Burrage shares how fresh fruit is increasingly seen as a practical and respectful gift for Tet
Vietnam’s most cherished Lunar New Year holiday, Tet, is far more than a festive celebration. It is a powerful social and economic engine that drives nationwide consumption and gifting behaviours. While traditionally associated with elaborate meals and symbolic rituals, Tet is evolving and is becoming quieter, more intimate, and increasingly centred on thoughtful, practical expressions of care.One clear winner in this shift? Fresh fruit, particularly in premium formats, is emerging as a top-tier gift for Tet.
Time of reflection, family and smart consumption
Tet marks a rare pause in Vietnam’s bustling daily life. It is a time when families reconnect, homes are refreshed, and ancestral rituals are observed. However, financial caution is reshaping consumer behaviours. Compared to previous years, Vietnamese families are moving away from abundance and showiness, opting instead for meaningful, efficient, and heartfelt choices.This shift is creating fertile ground for premium, fresh fruit to take a central role in the Tet gift-giving tradition. Consumers are moving from imported, luxury hampers to gifts that reflect care, health, and sincerity. Fresh fruit, especially if beautifully presented, meets this need with elegance and authenticity.
The fresh fruit opportunity
Fresh fruit is increasingly seen as a practical and respectful gift, especially for parents, in-laws, and elders. According to Cimigo’s research, 18 per cent of gift-givers included fruit in their Tet presents, placing it among the top ten gift types.
Multiple factors drive the popularity of fresh fruit gifting among the Vietnamese:
- Cultural relevance: Fruit has long been part of Tet offerings at family altars, symbolising prosperity and respect.
- Health consciousness: Postpandemic, Vietnamese consumers value gifts that promote well-being.
- Visual appeal: Vibrant, colourful fruit, especially when well-packaged, offers high aesthetic and Instagram-worthy value.
As gifting shifts from status to sincerity, fresh fruit represents a high-impact, low-waste alternative to alcohol or confections, particularly when elevated into premium offerings.
Seven marketing recommendations for fresh fruit brands
For marketers and exporters, fresh fruit presents a high-potential, culturally resonant gift that aligns with modern consumer expectations. Here is how you can position your brand to capture a greater share of the Tet gifting market.
1. Elevate fruit into a symbol of care and respect
Today’s consumers seek gifts that express sincerity and care. Fresh fruit – naturally vibrant, nutritious, and deeply rooted in Tet traditions – is uniquely suited to this emotional shift. Position your fruit as a heartfelt gesture, not just a product.
2. Package like a premium gift, not a grocery item
Presentation is everything. In Tet gifting, packaging is a proxy for the giver’s intent and the recipient’s worth. Eye-catching, elegant, and sustainable packaging can transform humble fruit into a luxurious experience. Invest in bespoke Tet-themed packaging: bold colours (red, gold), floral patterns, reusable collectable containers.
3. Tell an authentic story, from your farm to their table
Consumers, especially urban Vietnamese Millennials and Gen Z, want to connect with the story behind their purchases. Communicate the fruit’s origin, the growers, the seasons, and the values it represents. Use QR codes, inserts, or social media content to highlight sustainability, traceability, and heritage.
4. Launch early and deliver on time
The peak gifting window is one to two weeks before Lunar New Year’s Eve. Supply chain readiness and logistical excellence are essential. Miss this window, and you are out for the year. Begin your marketing four to six weeks ahead of Tet. Ensure inventory is visible, orderable, and deliverable.
5. Win the digital shelf
Consumers are increasingly shopping online for Tet, especially for last-minute gifts. Yet e-commerce is still underleveraged by fresh produce brands. Optimise your digital listings with strong imagery, health messaging, and Tet-specific bundles. Offer seamless mobile payment and quick delivery.
6. Inspire gifting moments with influencers
Social media dominates Tet advertising recall. Collaborate with local influencers to highlight your fruit not just as food, but as a gift of emotion, shared between generations, friends, and colleagues. Prioritise visual-first platforms like TikTok and Instagram. Encourage unboxing and gifting videos.
7. Focus on health, not just taste
The post-pandemic consumer in Vietnam is deeply health aware. Position your fruit as nourishing, immune-boosting, and family-safe, especially when gifting to parents, elders, and in-laws. Lead with health claims, certifications, and freshness guarantees.
A growing slice of Tet spending
While economic caution is tempering extravagant spending, fruit remains a staple in both worship and gifting. With consumers prioritising care over cost, premium fruit brands have a rare window to redefine their product not just as food, but as a message of love, respect, and renewal during Tet.For international stakeholders, Vietnam’s Tet season offers a compelling opportunity to connect with values-driven consumers through fresh produce that nourishes both body and tradition.
This article is from the Lunar New Year edition of Asiafruit Magazine. For more coverage on Asia’s fresh fruit gifting culture, subscribe here.
