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Over the past three weeks (December 20, 2024 – January 8, 2025), prominent brands like Biti’s Hunter, Lifebuoy, and Home Credit have unveiled their Tết music videos, sparking a vibrant and competitive holiday season. Which campaigns have truly dominated the social media buzz?
Disclaimer:
- The data in this article is collected using the SocialTrend Platform and analyzed by YouNet Media – the leading company in Social Media Analytics Platforms and Services. Measurement period: December 1, 2024 – January 8, 2025.
- The music videos analyzed in this article are campaigns with Tết themes in their messaging and communication activities.
- Definitions of TVC, Music Video, and Tết Film:
- TVC: Short broadcast duration, typically 15-30 seconds, focusing on concise and core product or service introductions.
- Film: Length ranges from 3 to 10 minutes, primarily showcasing products or brand messages.
- Music Video: No specific time limits, allowing for rich content to fully convey messages, evoke strong emotions, and effectively generate viral impact.
1/ Overview of the 2025 Tết Campaigns
As of January 8, 2025, YouNet Media has recorded over 80 Tết campaigns spanning more than 15 industries. Among them, Non-Alcoholic Beverages, Packaged Foods, and Alcoholic Beverages are the most active sectors, accounting for over 60% of all campaigns launched. This level of activity is unsurprising, given that Tết is the most significant holiday of the year, featuring the longest break and a sharp spike in consumer demand. Products from these three categories not only cater to family gatherings and festive parties but also make popular gift choices, delivering messages of connection and togetherness.
In this fiercely competitive landscape, alongside short films and concise TVCs of 30 seconds or less, Tết music videos have become one of the most critical “key hooks” for brands to forge emotional and memorable connections with consumers. While familiar themes like family, new beginnings, and gratitude remain central, brands are innovating to bring fresh perspectives to their storytelling.
So, which Tết music videos are creating the biggest buzz on social media so far?
2/ What Makes the 2025 Lunar New Year Music Video Race Stand Out?
2.1 The Tết Music Video Race is Heating Up as the Holiday Approaches
According to data from YouNet Media’s SocialTrend platform, brands began rolling out their Tết music videos in mid-November 2024. However, the real buzz emerged during the last week of December 2024 (December 30, 2024 – January 5, 2025), generating over 73K mentions on social media platforms—a more than 60% increase compared to the previous week.
Compared to 2024, when the Tết narrative focused on celebrating “just enough,” inspiring hope for a brighter year, and exploring the hidden nuances of family reunions, 2025 introduces a new storytelling approach. This year, brands are emphasizing reflections on personal growth, appreciating health for oneself and family, and expressing gratitude for the simple joys of life.
Instead of continuing the rap-centric trend of previous years, brands have leveraged the star power of artists from two hit music programs, “Anh Trai Vượt Ngàn Chông Gai” (“Brothers Overcoming All Obstacles”) and “Anh Trai Say Hi” (“Charming Brothers”!). Renowned names like Bùi Công Nam, Rhymastic, Soobin, and Pháp Kiều have played a significant role in the explosive popularity of Tết music this year. Notably, nearly 40% of Tết music videos in 2025 showcase the creative touch of “Tết hitmaker” Bùi Công Nam.
Beyond releasing music videos, brands are amplifying their efforts by fostering user-generated content (UGC) and adapting content distribution to the specific strengths of each platform.
Thanks to these strategies, discussions around Tết music videos are well-distributed across platforms: Facebook leads with over 41% of the share, driven by posts in community groups. TikTok captures 32%, standing out with viral challenges and short, engaging content. YouTube holds 25.2%, serving as the primary platform for viewers to enjoy the full music video experience.
2.2 Top 10 Tết Music Videos viral of 2025
According to YouNet Media’s SocialTrend platform, the Top 10 Tết music videos from December 1, 2024, to January 9, 2025, accounted for 70% of all social media discussions about Tết campaigns. This highlights the strong appeal of emotionally resonant messages and creative storytelling. Notably, 90% of these videos leverage the “Homing” insight platform, focusing on the theme of “returning home” through various perspectives. The message extends beyond family reunions to include growth, personal journeys, and reflections on the past year.
Biti’s Hunter created a significant buzz with their music video “Em ơi, anh nhớ nhà”, generating over 40.03K mentions and more than 2 million views on YouTube. Building on the iconic “Đi để trở về”message, the video captures the balance between exploring the world and the irresistible pull to return home every year. This year’s edition emphasizes maturity, profound reflections, and the importance of family as the ultimate destination.
Following closely is “Tết này con lớn rồi” (This Tết, I’ve Grown Up), a heartfelt collaboration between Tăng Phúc and Bùi Công Nam. Though seemingly simple, its message deeply resonates: Tết is not only a time for reunions but also an opportunity to reflect on personal growth, shared experiences, and the enduring bonds of family.
3/ Conclusion
To maximize the impact of Lunar New Year music videos on social media, brands need to balance quality and quantity effectively. Some recommended strategies for marketers include:
- Segment Key Assets: Break down key assets (music videos, short films, viral clips) into various engaging versions. Ensure each shared content piece features unique campaign hashtags that carry the core message.
- Foster UGC: Encourage user-generated content from key assets through activities like remakes, challenges, mini-games, dance challenges, or music covers to amplify content across multiple sources (influencers, communities, fan pages, TikTok creators, etc.).
- Leverage Mega Influencers: For campaigns requiring explosive reach, mega influencers and active communities (hot pages/groups) can significantly enhance campaign visibility. With Lunar New Year music videos entering their most vibrant phase, brands are launching a variety of stories to connect with audiences. As such, it’s crucial for marketers to monitor, analyze, and respond to social media data in real time, ensuring timely adjustments based on consumer feedback and discussions.
This is the first article in a series analyzing Lunar New Year campaigns for 2025. Stay tuned for the next installment from YouNet Media!
