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Amid economic fluctuations, consumers are becoming more cautious and discerning in their spending decisions—making Tet 2025 a particularly challenging season for both agencies and brands. Under this pressure, will brands continue to invest heavily in Lunar New Year campaigns on social media? Will the Tet 2025 communication landscape remain as vibrant and impactful as in previous years? And which industries and brands managed to stand out and dominate the conversation during this season?
Join YouNet Media in reviewing the overall social media landscape of Tet 2025 campaigns through compelling insights powered by social listening. This Tet Campaign Recap Series will feature four key articles:
- A comprehensive overview of Tet 2025 campaigns on social media
- Announcement of the Top 20 Tet 2025 Campaigns on the YMI Ranking
- Launch of the “Winning Tet 2026” Report – A strategic guide to optimizing Tet campaigns on social media
- Emerging trends in brand-led Tet 2025 campaign executions
Notably, YouNet Media applies the Content from Qualified Users (CFQU) metric in evaluating Tet 2025 campaigns. This metric identifies and analyzes discussions (posts, comments, shares) generated by Qualified Users – individuals who demonstrate consistent, credible, and relevant engagement across social media platforms.
Note:
- The data used in this article series was collected via the SocialHeat platform and analyzed by the YouNet Media team – Vietnam’s leading provider of social media analytics platforms and services.
- Monitoring period: October 1, 2024 – February 14, 2025.
- The campaigns analyzed in this series are those that featured Tet-related messages or executions, with a minimum of 1,000 social media mentions.
1. Tet 2025 Campaigns: social buzz dropped over 50% despite stable campaign volume
Despite ongoing economic challenges, many brands remained active with their Tet campaigns, recognizing this as a key season when consumer demand and shopping motivation typically surge.
According to YouNet Media’s data, Tet 2025 saw 132 campaigns from 128 brands across 26 industries, with the overall campaign count remaining nearly unchanged compared to the previous year. However, total social media discussions dropped by more than 50%, marking the steepest decline in the past three years.
In addition, data from YouNet Media shows that 9 out of the 10 most active industries during the Tet season recorded a decline in social discussions compared to last year. Notably, sectors such as Retail/E-Commerce, Finance–Banking–Insurance, and Personal Care each saw a drop of over 60% in social media buzz.
So which industries led the conversation this Tet? And were there any new entrants into the Top 10?
2. Top 10 Most Active Industries in Tet 2025 Campaigns
During the Tet 2025 season, the Top 10 industries with the highest campaign-related discussions attracted nearly 10 million mentions. Among them, Alcohol, Non-Alcoholic Beverages, Home Care, and Snack Foods were the only four industries that moved up in ranking, despite an overall decline in discussion volume compared to 2024.
In contrast, the Top 10 list also saw the exit of the Home Cooking & Seasonings category, which had been part of the Top 10 in 2024. This year, it was replaced by large FMCG conglomerates. The total volume of discussions around Tet campaigns in this category dropped by more than 80%. On average, each Tet 2025 campaign in the category generated only 16.4K mentions, a sharp decline from 70.9K mentions in 2024.
Some other notable movements include:
- The Retailers & E-commerce sector recorded an increase of nearly 30% in the number of Tet campaigns. However, the average discussion volume per campaign dropped by 90%, from around 1 million to just 98K mentions. Notable campaigns included: “Sắm Tết Bao Vui” (TikTok Shop), “Siêu Sale Tết” (Lazada), “15.1 Tết Sale Freeship” (Shopee), “TẾT ĐỈNH NÓC” (Shopee Food), and “Tết Mới Khởi Sắc” (FPT Shop).
- Non-Alcoholic Beverages and Instant Food were the two sectors with the most significant growth in the number of Tet campaigns compared to the previous year, increasing by 9 and 7 campaigns respectively. In the Non-Alcoholic category, standout campaigns included: Redbull – “Vững Bản Lĩnh, Năm Mới Húc Tới Đi”; Coca-Cola – “Trao Tâm Ý”, “Gắn Kết Tết Diệu Kỳ”; Warrior – “Tết Chiến Tới Tấp”. In Instant Food, standout campaigns included Con Bò Cười – “Góp Tròn Tiếng Cười – Bé Trọn Niềm Vui”; Hảo Hảo – “Tết Hảo Là Tết Đoàn Viên”, Ponnie – “Gieo Quẻ”, among others.
- Snack Foods was the sector with the highest growth in discussion volume, increasing by over 120% despite a 20% decrease in the number of campaigns. Notable campaigns included KitKat – “Nghỉ Xả Hơi, Xơi KitKat” and Alpenliebe – “Khởi Đầu Ngọt Ngào, Trao Nhau Kẹo Tết”.
In addition to the familiar industries leading the TOP 10, this Lunar New Year season also witnessed the rise of several emerging players in the campaign landscape. Brands from sectors such as Consumer Electronics, Manufacturing, Healthcare, Food & Animal Feed, and Aviation made notable appearances. Standout campaigns include “Sống Động Từng Thanh Âm, Cho Tết Thêm Gắn Kết” by Sony (Consumer Electronics), “Gen Zì cũng Duy Tân” by Nhựa Duy Tân (Manufacturing), “Nhà Thuốc Chào 2025” by Long Châu Pharmacy (Healthcare), “Vừa nhàn vừa ngon – Thêm tròn vị Tết” by GREENFEED (Food & Animal Feed), and “AirAsia, Tết Giản Đơn” by AirAsia (Aviation).
As previously announced to our readers, clients, and partners, YouNet Media has officially integrated two new metrics — Qualified User (QU) and Content From Qualified Users (CFQU) — into the YMI Tet Campaign Ranking 2025. These additions aim to provide marketers and agencies with a more refined lens to evaluate campaign performance based on conversations generated by high-quality users on social media.
Discover more about the CFQU (Content From Qualified Users) metric
With the adoption of CFQU, how has the social media landscape of Tet 2025 campaigns shifted? Will the Top 10 industry rankings see unexpected changes?
3. How CFQU is reshaping the Tet 2025 campaign landscape
By applying CFQU to filter conversations from high-quality social media users, Tet 2025 campaigns show clear shifts in dynamics. YouNet Media recorded over 1.25 million qualified discussions, contributed by 771.8K verified users — indicating a more focused and relevant engagement layer.
At the industry level, several categories experienced significant rank improvements, including Retail & E-commerce, E-wallets, Personal Care, and Finance – Banking – Insurance.
These shifts raise new questions: How do they reshape the overall competitive landscape of Tet 2025 campaigns? And which campaigns and brands will ultimately lead the YMI Tet Campaign Ranking 2025?
So, how has the overall landscape of Tet 2025 campaigns changed after applying the CFQU metric? Did the Top 10 industries with the highest Tet-related buzz shift as a result?
