(Buzzmetrics) Tet 2021 Syndicated Report - Revised

SYNDICATED REPORT
TET 2021
Reporter: Consumer Insight Team – Buzzmetrics
Published Date: Jul 2021
This report is confidential and intended for the internal use of Unilever only. It is strictly forbidden to disseminate, distribute or copy without a written consent of Buzzmetrics.
2
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AGENDA 1.
2.
TET DISCUSSION LANDSCAPE
COVID IMPACT ON TET 2021
CONSUMER ATTITUDE
#1 Covid fueled gloomy Tet atmosphere
#2 Fear of non-Tet first emerged
TET REUNION
#3 The rise of reunion anxiety
#4 Incomplete but “true” reunion
SHOPPING & SPENDING

#5 Financial hardship was a big concern
#6 Basic but fulfilling Tet
TET ENJOYMENT
#7 The rise of in-home & online Tet
3. TET 2022 SCENARIO
4
RESEARCH BACKGROUND & OBJECTIVE
Research Background Research Objectives
2021 was a year like no other, and Covid-19 made Tet 2021 This study is conducted to help brands have a full picture of Tet
become one of a kind. Under the impact of the global pandemic, 2021 on social media, covering the below key points:
how the biggest and most popular festival of the year in • Understand the changes in consumers’ discussions on social
Vietnam - Tet looks like is a big question of all brands who target media.
their consumers in this festive season. The second wave of Covid • A look at how Covid impacts on consumers’ attitude and
with a huge outbreak at the early beginning of Tet 2021 severely behaviors, especially in key activities at Tet: reunion,
influence consumers’ behavior in preparations and celebrations spending & gifting and how they celebrate Tet
for Tet. The year 2022 will continue to present new challenges, • Brand activities and some learnings from social media
but this time, brands will have the opportunity to be more well- campaigns.
prepared, having better approaches, and playing a meaningful • Prediction for Tet 2022 and figure out better solutions &
role in consumers’ life if they have a full picture of lessons to preparations for brands.
learn from Tet 2021.
5
RESEARCH METHODOLOGY
• Time tracking: Jan 2021 – Mar 2021
• Data coverage: Facebook, Youtube, Ecommerce, Forum, Blog and Online News.
• Online tracking tool: Social Heat – via http://www.sh.buzzmetrics.com
• Key words: “Tet”, “Giao Thua”, “Li xi” (excluded “Tet Duong Lich”, “Tet Trung Thu”, “Tet Đoan Ngo”)
• Definitions:
o Buzz: 1 post OR 1 comment OR 1 share in public having the keywords
o Buzz trend line: The movement of buzz during the tracking period
o Online sellers’ voice: the buzz which is generated by online sellers
o Brands’ voice: the buzz which is generated by brands
o Consumers’ voice: the buzz which is generated by consumers
6
TET DISCUSSION
LANDSCAPE 01
Due to the impact of Covid as a fad topic, this throttled the discussion relating to Tet 2021 on 7
social media.
THE GROWTH OF BUZZ VOLUME BUZZ VOLUME BY BRAND, ONLINE SELLER & CONSUMER – TET 2021
74,292,395
355,005,597
+41%
-65%
251,528,189
36,520,197
125,171,655
14,359,063
Tet 2019 Tet 2020 Tet 2021 Brand Voice** Online Seller Voice Consumer Voice
(*) Tet 2019 Time Range: Jan & Feb, 2019

(**) Base: N=182 Tet campaigns 2021
Tet 2020 Time Range: Dec 18, 2019 – Feb 12, 2020
Tet 2021 Time Range: Jan 13, 2021 – Mar 3, 2021
Discussion about Covid spiked right before Tet (which was originally the peak period). This fad 8
topic caused the total discussion of Tet not to grow as usual.
TOTAL TET DISCUSSION TRENDLINE
Before Tet 7 days near Tet Tet After Tet
Avg. growth per day: +3.8% (2021) vs. 13% (2020)

3,500,000
3,000,000
Avg. growth per day:
2,500,000 +0.4% (2021) vs. +7% (2020)
2,000,000
1,500,000
1,000,000
500,000
0
1-Mar
2-Mar
3-Mar
1-Feb
2-Feb
3-Feb
4-Feb
5-Feb
6-Feb
7-Feb
8-Feb
9-Feb
25-Jan
29-Jan
21-Feb
25-Feb
13-Jan
14-Jan
15-Jan
16-Jan
17-Jan
18-Jan
19-Jan
20-Jan
21-Jan
22-Jan
23-Jan
24-Jan
26-Jan
27-Jan
28-Jan
30-Jan
31-Jan
10-Feb
11-Feb
12-Feb
13-Feb
14-Feb
15-Feb
16-Feb
17-Feb
18-Feb
19-Feb
20-Feb
22-Feb
23-Feb
24-Feb
26-Feb
27-Feb
28-Feb
TET DISCUSSION RELATED TO COVID
Covid generated 5% Before Tet 7 days near Tet Tet After Tet
buzz related to Tet
150,000 Outbreak in Hai Duong
100,000
50,000
0
1-Feb
2-Feb
3-Feb
4-Feb
5-Feb
6-Feb
7-Feb
8-Feb
9-Feb
1-Mar
2-Mar
3-Mar
13-Jan
14-Jan
15-Jan
16-Jan
17-Jan
18-Jan
19-Jan
20-Jan
21-Jan
22-Jan
23-Jan
24-Jan
25-Jan
26-Jan
27-Jan
28-Jan
29-Jan
30-Jan
31-Jan
10-Feb
11-Feb
12-Feb
13-Feb
14-Feb
15-Feb
16-Feb
17-Feb
18-Feb
19-Feb
20-Feb
21-Feb
22-Feb
23-Feb
24-Feb
25-Feb
26-Feb
27-Feb
28-Feb
This report is confidential and intended for the internal use of Unilever only. It is strictly forbidden to disseminate, distribute or copy without a written consent of Buzzmetrics. Time Range: Jan 13, 2021 – Mar 03, 2021
Covid affected all Tet discussion as well as the way consumers enjoyed Tet. Key TODs were still 9
traditional platforms, but the detailed content angles had been changed under Covid impact.
TOPIC OF DISCUSSION (TOD)
26.4
25.7
16.5
11.3 10.8
9.8
7.8 7.6
6.6 6.2
Shopping & Cooking & Eating Lucky money Reunion Tet updates Wishes Games* Waiting for Tet New year's eve Gifts
spending
(Unit: Million buzz)
The competition among Tet campaigns is fiercer over years. 10
NUMBER OF TOTAL MENTIONS AVG. MENTIONS

CAMPAIGNS OF CAMPAIGNS PER CAMPAIGN
TET 2021
182+ 14.4M 78K

campaigns buzz buzz
+23% +32% +7%

TET 2020
147+ 10.8M 74K

campaigns
buzz buzz
This report is confidential and intended for the internal use of Unilever only. It is strictly forbidden to disseminate, distribute or copy without a written consent of Buzzmetrics. Time Range: Jan 01, 2021 – Feb 28, 2021
Tet 2021 saw the rise of Ecommerce brands in occupying consumers attention (instead of Game & 11
Digital Wallet in previous years). Besides, F&B kept to be the most active and competitive category.
TOP 10 NOISY CATEGORY TOP 10 ACTIVE CATEGORY TOP 10 EFFECTIVE CATEGORY

BY BUZZ VOLUME BY NUMBER OF CAMPAIGN BY AVG. BUZZ PER CAMPAIGN
Retailers/E-commerce 6,688,997 Non-alcoholic drink 20 Retailers/E-commerce 668,900
Games 2,339,158 Alcoholic drink 18 Games 233,916
Alcoholic drink 1,693,281 Snack foods 14 Motorbike 152,493
Digital wallet 854,750 Banking 11 Digital wallet 106,844
Home cooking & seasonings 611,697 Retailers/E-commerce 10 Alcoholic drink 94,071
Home care 536,685 Games 10 Home care 76,669
Non-alcoholic drink 342,325 Home cooking & seasonings 10 Home cooking & seasonings 61,170
Delivery application 287,547 Digital wallet 8 Delivery application 57,509
Personal care 169,576 Apparel & footwear 8 Personal care 33,915
Motorbike 152,493 F&B chain 8 Other milk based product 29,643
Unit: Buzz volume Unit: Number of campaign Unit: Average buzz/ campaign
Shopee & Lazada were two most outstanding players, which made Ecommerce become the noisiest 12
category on social media in Tet competition.
TOP 10 CAMPAIGNS BY BUZZ VOLUME
3,537,594 2,728,863 1,279,298 737,851 500,684 445,986 441,476 374,498 359,137 280,655
Shopee Tết Sale Lazada Sale Tết Liên Minh Huyền Định Lại Luật Chơi Cất Cánh Lời Chúc Lắc Xì 2021 Tết Liên Quân Tết Free Fire Tết Việt Như Ý Tiệc Tất Niên
Thoại Tốc Chiến NowFood
On social media, Tet 2021 campaigns were competitively run within the before-Tet period (around 13
1 month before Tet).
TRENDLINE OF TOTAL CAMPAIGNS
700,000 Before Tet 7 days near Tet Tet After Tet

600,000
500,000
400,000
300,000
200,000 Outbreak in Hai Duong
100,000
0
8-Feb
9-Feb
10-Feb
1-Feb
2-Feb
3-Feb
4-Feb
5-Feb
6-Feb
7-Feb
11-Feb
12-Feb
13-Feb
14-Feb
15-Feb
16-Feb
17-Feb
18-Feb
19-Feb
20-Feb
21-Feb
22-Feb
23-Feb
24-Feb
25-Feb
26-Feb
27-Feb
28-Feb
1-Jan
2-Jan
3-Jan
4-Jan
5-Jan
6-Jan
7-Jan
8-Jan
9-Jan
10-Jan
11-Jan
12-Jan
13-Jan
14-Jan
15-Jan
16-Jan
17-Jan
18-Jan
19-Jan
20-Jan
21-Jan
22-Jan
23-Jan
24-Jan
25-Jan
26-Jan
27-Jan
28-Jan
29-Jan
30-Jan
31-Jan
TIMING WISE OF TOTAL CAMPAIGNS TIMING WISE OF TOP 30 CAMPAIGNS BY BUZZ VOLUME
➢ Campaign time range (N=182 campaigns): ➢ Campaign time range (N=30 campaigns):
68.7% 66.5% 65.4% 70.0% 73.3%

44.0% 55.5% 46.7% 56.7%
30.2% 41.8% 33.5% 36.7% 43.3%
19.8% 23.3% 16.7% 6.7%
Week 6 Week 5 Week 4 Week 3 Week 2 Week 1 Tet Week 1 Week 2 Week 6 Week 5 Week 4 Week 3 Week 2 Week 1 Tet Week 1 Week 2
Before Tet After Tet Before Tet After Tet
➢ Average campaign duration: ≈ 4.3 week ➢ Average campaign duration: ≈ 3.9 week
Time Range: Jan 01, 2021 – Feb 28, 2021
Covid outbreak right before Tet didn’t significantly affect Tet campaign execution as most of 14
campaign messages didn’t conflict directly with Covid impact.
COVID IMPACT ON TET CAMPAIGN
➢ The Covid outbreak right before Tet didn’t significantly impact or broke Tet
➢ 23/182 campaigns had been finished before Covid outbreak. Among
campaign trendlines. Brands almost kept executing Tet campaigns (as long as those campaigns, Vietravel was the obvious case being heavily impacted by
campaign message & activities didn’t conflict directly with Covid outbreak) Covid (as the campaign message - “Cả nước du xuân, khởi hành tết mới” -
directly conflicted with travel restrictions when Covid broke out once again).
157
148
Number of campaigns running Number of campaigns running

before Covid outbreak after Covid outbreak
(Link)
Under the context of Covid, Tet campaign messages could be divided into 3 main groups. 15
CAMPAIGN MESSAGE UNDER COVID CONTEXT
Campaign messages were not based on Covid

Campaign messages were based on Covid impact Campaign message conflicted directly with Covid
impact but not conflicted directly with it
Brands exploited following content angles: • Key messages were not twisted into Covid • Trendline of such campaigns dropped immediately
• 2020 was a tumultuous year ➔ call for optimism & • Brands kept executing campaign as normal when Covid broke out
hope for a better new year • Occasionally uploaded posts calling for safety • Brands had to twist campaign message to be
• Highlights of Covid impacts (financial hardship, during the Tet Covid suitable with Covid context
salary cut-down, etc.)
For example: Tiki & 7up For example: Momo For example: Vietravel
Tiki highlighted financial

hardship (salary & bonus)
due to Covid impact
➔ Launch financial support
program during Tet Covid
(Link)
2020 was a tumultuous

year as Covid caused Before Covid After Covid
everything to go down Focus on promoting Narrow down travel
➔ 7up will boost things to Momo kept exploiting lucky money (just like previous locations (skewed to
traveling spirits in Tet
go up for a better new year Tet). As this theme didn’t conflict with Covid outbreak, the South & areas out
2021 (cross the whole of epicenters) + Call
(Link) brands kept executing campaign as planned.
nation) for safety in Tet trips
Traditional platforms (such as reunion, shopping & spending, wishes, gifting, etc.) kept to be the 16
most-exploited & competitive landscapes among Tet 2021 campaigns.
TET DISCUSSION MATRIX
High Disadvantage zone Saturated zone

Reunion
Wishes
Gifts
Cooking & Eating

COMPETITIVE LEVEL
Lucky money
Expectation for new year
Cleaning
Shopping & spending
Games
Boring Tet Weather Beauty

Confectionery
Traveling Clothes Tet updates
Disease New year's eve
End of Tet
Low Secret zone Strategic zone
Low CONSUMER INTEREST High
(*) Topics in Secret zone: Traveling, lover, hanging out, boring Tet, end of Tet, drinking, debt payment, new beginning, back-to-home ticket, worship, visiting graves, studying, fortunetelling, diet, social issues, comedy, memory
recall, deadline/ working, Tet debate, expectation for new year, flower market, past year review, Tet far from home, fireworks, charity, visiting others’ home, first-footing, fairy tales, karma, year end party, God of Wealth, Kitchen God
show, fruit tray, Tet bonus, hard-to-answer questions, taboos, guest welcoming, Tet at husband's family, football, God of Kitchen, alcohol ban law, etc.
Consumer interest: Calculated by buzz volume of each discussion topic

This report is confidential and intended for the internal use of Unilever only. It is strictly forbidden to disseminate, distribute or copy without a written consent of Buzzmetrics. Competitive level: Calculated by number of campaigns leveraging discussion topic
In addition to commonly used tactics (especially minigames & gifting), Tet 2021 recorded the rise 17
of other trending & new tactics (Rap MV & TikTok).
TACTICS BY NUMBER OF CAMPAIGNS
Gifting 56.6% ➢ Among common tactics, minigames & gifting were two most-exploited.
Minigame 53.3%
• Lazada & Shopee (in top 10 campaigns by buzz) well exploited minigame & fully
Short clip (*) 50.0%
overwhelmed top 10 high-interactive posts (around 1-2.7M buzz/post)
KOL & Influencer 45.6%
• The successful formula (1) super simple rules + (2) super attractive gifts
Community page 45.1%
Sales & promotion 42.3%
News 31.9%
MV 26.9%
Contest 19.2%
New packaging 18.1%
Other offline events 16.5%
Short movie 11.5% ➢ Rap MV became a trending tactic among Tet 2021 campaigns
Livestream 10.4% • Number of rap MV: 35/59 total MV (under the impact of Rap Viet show)
CSR 9.3% • Highly-welcomed rap MVs: “Đi về nhà” (Honda), “Bếp ấm ngày Tết” (Knorr) thanks to
Launching new product 6.6% meaningful messages and utilized rap in a close way.
TikTok clip 6.0%
• Successful formula: (1) meaningful lyrics based on a THEMATIC CAMPAIGN (not
Other online events 2.7%
only promote product functions) + (2) easy to listen & feel
Offline music show 2.7%
Movie series 1.6%
Online music show 1.1% ➢ TikTok rose as a new channel for brands to promote Tet message widely on social
media
(N=182 campaigns)
(*) Short clip: excluding MV & TikTok clip
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COVID IMPACT
ON TET 2021 02
19
OVERALL COVID IMPACT AMONG OUTBREAKS
COVID TOPIC OF DISCUSSION Consumers moved their focus from World epidemic situation towards Domestic cases
Outbreak 1 Outbreak 2 Outbreak 3 Outbreak 4

01/01/2020 – 22/04/2020 25/07/2020 – 15/09/2020 27/01/2021 – 03/03/2021 26/04/2021 – Now
(Impact on Tet)
World epidemic situation 42.0% Domestic infected cases Domestic infected cases 18.5%
17.2% Domestic infected cases 18.0%
Quarantined zones 16.3%
Quarantined zones 24.1% Government policy 14.7% Government policy 14.1%
Government policy 16.0%
Domestic infected cases 20.6% Quarantined zones Quarantined zones 13.2%
14.3%
World epidemic situation 15.0%
Variant of Covid Preventive measures 10.6%

4.6% World epidemic situation 12.8% Preventive measures 10.3%
Activities during Covid World epidemic situation 10.2%

Symptoms of Covid 2.1% Preventive measures 12.0% 5.6%
Donation & charity 5.0% Donation & charity 9.2%

Activities during Covid 1.3% Symptoms of Covid 7.2%
Symptoms of Covid 3.9% Activities during Covid 9.1%
Produce rescue 1.3% Donation & charity 6.8%
Schooling information 3.7%
Symptoms of Covid 4.7%
Rumors & theories 1.0% Activities during Covid 5.8% Goods supply 2.8%
Goods supply 3.5%
Government policy 0.7% Goods supply Variant of Covid 2.2%
4.1%
Schooling information 3.1%
Rumors & theories 0.2%
Preventive measures 0.5% Variant of Covid 2.3%
Variant of Covid 2.8%
Foreign visitors in VN 0.2%
Donation & charity 0.5% Schooling information 2.1%
Produce rescue 0.1% Others 1.4%
(N=90M mentions) (N=23M mentions) (N=14M mentions) (N=24M mentions)
20
OVERALL COVID IMPACT AMONG OUTBREAKS
Consumer sentiment changed from a positive attitude (enjoyed time at home, felt optimistic that the epidemic
CONSUMER SENTIMENT TOWARDS COVID would end soon) to a negative one (felt more cautious and worried about prolonged Covid & social distancing)
Outbreak 1 Outbreak 2 Outbreak 3 Outbreak 4

01/01/2020 – 22/04/2020 25/07/2020 – 15/09/2020 27/01/2021 – 03/03/2021 26/04/2021 – Now
(Impact on Tet)
Precaution 26.6% Union against Covid 22.3% Precaution 24.2% Worry about the prolonged
28.0%
epidemic
Union against Covid 17.2% Precaution 22.3% Hope for Covid end 22.9% Union against Covid 15.5%
Gratitude Union against Covid 20.1% Precaution 14.1%

16.8% Hope for Covid end 16.1%
Gratitude 6.9% Hope for Covid end 12.5%

Hope for Covid end 14.8% Gratitude 9.8%
Worry about the prolonged
6.2% Gratitude 11.5%
Happiness for Covid epidemic
Financial complaint 7.1% 9.2%
control
Financial complaint 4.9% Financial complaint 7.5%
Stay-at-home enjoyment 6.6% Financial complaint 9.0%
Stay-at-home enjoyment 4.7% Stay-at-home boredom 4.2%
Stay-at-home boredom 3.6% Stay-at-home enjoyment 3.1%
Happiness for Covid
Stay-at-home boredom 3.7% 2.5%
control
Worry about the
National pride 3.6% 3.0%
prolonged epidemic National pride 3.3% National pride 2.3%
Worry about the
3.6% National pride 2.7% Happiness for covid control
prolonged epidemic 2.9% Stay-at-home enjoyment 1.9%
(N=64M mentions) (N=5M mentions) (N=2M mentions) (N=6M mentions)
Covid not only cut down the total Tet discussion, but also impacted on consumers sentiments and 21
traditional platforms. This made consumers enjoy Tet 2021 in a whole new way.
1
IMPACT ON CONSUMER ATTITUDE
Fear of non-Tet first emerged
THE SECOND YEAR
OF “TET COVID”
2 IMPACT ON TET REUNION:

Incomplete but “true” reunion
3
IMPACT ON SPENDING & GIFTING
Simple & economical Tet
4
IMPACT ON TET ENJOYMENT
In-home & online Tet
22
2.1
IMPACT ON CONSUMER ATTITUDE
#1 Covid fueled gloomy Tet atmosphere
#2 Fear of non-Tet first emerged
#1 Covid fueled gloomy Tet atmosphere 23
Covid outbreak had heavily affected consumer attitudes towards Tet 2021. Nearly half of their sentiment was
negative, rather than the usual mood of a festive occasion.
CONSUMER SENTIMENT BEFORE TET
TET 2020 TET 2021
33.4%
48.2%
51.8%
66.6%
Positive Negative (N=56,030,481 mentions) Positive Negative (N=14,879,666 mentions)
• Consumers sentiment before Tet 2020 was not impacted by Covid (which • Covid broke out right before Tet 2021 (with epicenters in Hai Duong, spreading
officially broke out in Vietnam after Tet). Therefore, Tet 2020 still reflected the to Northern provinces & other areas), affected the psychology of consumers.
celebration mood & excitement when looking forward to the upcoming year. • Instead of eagerness & celebration like other normal Tet, consumers were in
• Even in the later period, the 1st Tet Covid was not completely a disaster. Instead, bad mood by the fear of non-Tet & emerging concerns (especially for those
it was considered as a longer break time to fully enjoy Tet (as consumers who could not get back to hometown after Tet 2020 as well as in the rest of the
perceived that Covid would end soon & a long Tet was once-in-a-lifetime). year due to consecutive outbreaks).
Time Range: Before Tet 2020 (Dec 18, 2019 – Jan 24, 2020)
This report is confidential and intended for the internal use of Unilever only. It is strictly forbidden to disseminate, distribute or copy without a written consent of Buzzmetrics. Before Tet 2021 (Jan 13, 2021 – Feb 11, 2021)
Positive attitudes towards Tet 2021 were also twisted under the Covid context, especially reflected via the countdown
to end a tumultuous year & the stronger reunion desire.
POSITIVE SENTIMENT TOWARDS TET
TET 2020 TET 2021
Enthusiastic for countdown 28.8% Enthusiastic for countdown 35.7% • Đúng cái năm chi chi, mồng 1
mưa đá rồi tới dịch bệnh.
Eager for gathering 21.6% Eager for gathering 32.3% Mong qua nhanh cái năm
2020 cho đỡ khổ.
Eager for resting 8.3% Eager for resting 10.8%
• Người ta đêm 30 canh nồi
bánh chưng còn em đêm 22
Eager for Tet preparation 18.7% Eager for Tet preparation 7.3%
canh nồi xôi để hôm sau cúng
Eager for lucky money Eager for lucky money ông công ông táo em háo hức
12.8% 7.1%
Tết lắm rồi. Dịch ơi dừng đi
• Tết mặc đồ gì đây tarrr nhé để về quê, ăn Tết cái đã.
Eager for Tet enjoyment 9.9% Eager for Tet enjoyment 6.8%
• Tự nhiên thèm Tết quá
(N=37,288,943 mentions) (N=7,706,238 mentions)
• In a normal Tet, consumers would be eagerly looking forward to Tet, which was • Countdown to Tet was still a typical way to welcome the new year; however, for
reflected via the way they counted down to the new year. Tet 2021, it was also an urgent call to end the tumultuous year.
• They also started preparing for Tet (shopping, beauty care, etc.) and built plans • The desire of reunion became stronger (especially for those who had not
to fully enjoy Tet (hanging out, gathering, traveling, etc.) in an excited mood returned to their hometown for a long time due to continuous outbreaks).
(some keywords showing off their mood of celebration: “thèm tết” “háo hức” • The excitement for Tet preparation & enjoyment were also reduced (due to the
“rạo rực” “mong quá” “thèm quá” “lập kèo”, etc.) fear of non-Tet).
The epidemic broke out right before Tet 2021, giving rise to the fear of non-Tet. It was the new & key concern that
cut down the mood of celebration and even led to other worries.
NEGATIVE SENTIMENT TOWARDS TET
TET 2020 TET 2021
Anxious about financial hardship 21.9% Anxious about financial hardship 36.6%
Anxious about reunion 13.3% Anxious about reunion 14.3%
Complaining about work 17.8% Complaining about work 12.0%
Fearful of non-Tet 0.0% Fearful of non-Tet 10.6%
Complaining about hanging out 9.9% Complaining about hanging out 6.9%
Complaining about love relationship 8.6% Complaining about love relationship 6.0%
Complaining about beauty preparation 9.0% Complaining about beauty preparation 4.6%
Complaining about house cleaning 5.8% Complaining about house cleaning 2.7%
Obsessed with hard-to-answer questions 2.3% Obsessed with hard-to-answer questions 1.6%
Obsessed with back-to-home transportation 0.3% (N=18,741,538 mentions) Obsessed with back-to-home transportation 1.1% (N=7,173,428 mentions)
• Compared to Tet 2020, financial problem was much more concerned, under the impact of Covid in the long run ➔ Affect consumer motivation for shopping & spending.
• Notably, the fear of non-Tet first emerged, affected or even led to other concerns, such as ones related to reunion (fear of being-unable-to-returning-home)) & Tet
preparations (for example, when there is no Tet, consumer would be no longer in the mood for beauty care or shopping).
#2 Fear of non-Tet first emerged 26
Under Covid impact, the fear of non-Tet first emerged and overwhelmed consumers’ mind, along with the desire to
stop the epidemic early so that they could welcome Tet in time.
THE FEAR OF NON-TET-2021
➢ The fear of non-Tet was the firstly-emerged concern, stemming from objective causes
Fear of long-lasting pandemic 27.5% of Covid impacts (unlike previous Tet holidays, consumers only encountered with the fear of
not being able to fully enjoy Tet due to subjective reasons, for example, they couldn’t go
Fear of being infected home to celebrate Tet because of financial problems or working far away)
19.7%
➢ All consumers care was “having Tet or not", and desired that Covid would end soon so
they could go back to hometown and celebrate Tet.
Fear of complicated procedure 18.9%
Fear of being isolated 17.5%
Fear of living in blockaded zone 14.8%
Fear of movement restriction

1.0%
after returning hometown
Fear of being criticized

0.6%
when returning hometown
(N=633,380 mentions)
This report is confidential and intended for the internal use of Unilever only. It is strictly forbidden to disseminate, distribute or copy without a written consent of Buzzmetrics. Time Range: Before Tet 2021 (Jan 13, 2021 – Feb 11, 2021)
#2 Fear of non-Tet first emerged 27
Due to the complicated & unpredictable developments of Covid, the fear of non-Tet-2022 has already existed and
even been increasingly concerned.
DISCUSSION ABOUT FEAR OF NONTET

Tet 2021 After Tet 2021 – now
➢ The outbreak in Hai Duong & other epicenters raised the fear of non-Tet- ➢ Due to the complicated development of the Covid epidemic, the fear of
2021 and impacted consumer mood. non-Tet-2022 has already emerged (especially among those who couldn’t
Outbreak in Hai Duong get back to hometown in previous Tet holidays).
Discussion about Fear-of-non-Tet 2022 (From Mar to July 2021)

Tet beginning • Avg. growth: +16% per week
• Avg. buzz volume: ≈ 1,000 buzz per week
17-Jan
22-Feb
13-Jan
15-Jan
19-Jan
21-Jan
23-Jan
25-Jan
27-Jan
29-Jan
31-Jan
10-Feb
12-Feb
14-Feb
16-Feb
18-Feb
20-Feb
24-Feb
26-Feb
28-Feb
2-Mar
2-Feb
4-Feb
6-Feb
8-Feb
➢ If Covid is not well controlled, the fear of non-Tet-2022 will gradually

increase and reach a peak right before Tet 2022 (similar to Tet 2021
scenario) ➔ This keeps to be one of biggest concerns and impacts the
mood of Tet celebration.
28
2.2
IMPACT ON TET REUNION
#3 The rise of reunion anxiety
#4 Incomplete but “true” reunion
#3 The rise of reunion anxiety 29
Reunion was heavily affected by the epidemic. This could be reflected via the rise of new topics as well as consumers’
reunion anxiety (fear of being-unable-to-reunite).
REUNION TOPIC OF DISCUSSION
TET 2020 TET 2021
Reunion moment show-off 33.9%
Eagerness for reunion moment 22.0%
Reunion moment show-off 56.0% Reunion anxiety 14.5%
Safety measures when returning home 6.0%
Call for declaration when returning home 5.5%

Eagerness for reunion moment 35.4%
Tet of the infected & isolated cases 4.9%
New topics
Tet of the anti-epidemic force 3.7%
Reunion anxiety 8.1% Hope for Covid end & family reunion 3.0%
Sharing information of quarantine 2.5%
Call for not-returning-home 1.9%

Back-to-hometown unwillingness 0.5%
Postponing reunion plans to fight covid 1.8%
Back-to-hometown unwillingness 0.2%
(N= 9,327,694 mentions) (N= 6,200,814 mentions)
Time Range: Tet 2020 (Dec 18, 2019 – Feb 12, 2020)
This report is confidential and intended for the internal use of Unilever only. It is strictly forbidden to disseminate, distribute or copy without a written consent of Buzzmetrics. Tet 2021 (Jan 13, 2021 – Mar 03, 2021)
Due to Covid outbreak right before Tet, reunion anxiety overwhelmed consumers’ mind. This made them more
preoccupied and hesitant to return home for Tet celebration.
DISCUSSION ABOUT REUNION ANXIETY

Tet 2021 After Tet 2021 – now
➢ As the Covid broke out right before Tet, the reunion anxiety emerged along ➢ Reunion anxiety kept to be highly discussed even after Tet 2021 as
with the fear of non-Tet. consumers were still looking forward to the back-to-hometown
“Nếu ai có ý định đi du lịch khi vé đang rẻ, hay về quê
ăn tết với gia đình thì hãy suy nghĩ lại bằng sự thấu
opportunity. However, the complicated situation caused them not to return,
Call for not-returning-home đáo của mình. Không du lịch đợt này ta đi đợt khác.
Không về quê lúc này thì ta về lúc khác nhưng dịch ko
and thus became even more disappointed.
dập lúc này thì không còn lúc khác đâu”.
Outbreak in Hai Duong

Discussion about Reunion anxiety (From Mar to July 2021)
Tet beginning
• Avg. growth: +8% per week
• Avg. buzz volume: ≈ 3,000 buzz per week
10-Feb
12-Feb
14-Feb
16-Feb
18-Feb
20-Feb
22-Feb
24-Feb
26-Feb
28-Feb
15-Jan
13-Jan
17-Jan
19-Jan
21-Jan
23-Jan
25-Jan
27-Jan
29-Jan
31-Jan
8-Feb
2-Mar
2-Feb
4-Feb
6-Feb
Ngày nào em cũng theo dõi xem có giảm ca mắc nào không. Đến
ngày hôm nay đúng thật e thất vọng tuột cùng, chỉ 2 câu " chán đời".
Đây là lần thứ 2 rùi. Chẳng hiểu phòng chống dịch kiểu gì. Không
➢ Consumers had struggled with many concerns & hesitated whether they biết Tết năm sau có về quê được không.
should go back to hometown. Especially for those who couldn't return home
for a long time, the reunion anxiety was much more serious.
➢ The desire for reunion in Tet 2022 is getting stronger than ever. However,
similar to the fear of non-Tet, reunion anxiety is expected to overwhelm
consumers’ mind if Covid is not well controlled before Tet 2022.
Stemming from reunion anxiety, people were made to choose the place to celebrate Tet. Multiple reunion places
with varied emotions made Tet 2021 more special than ever.
WHERE CONSUMERS REUNITE IN TET 2021?
TET AT HOMETOWN TET AWAY FROM HOMETOWN TET IN ISOLATION ZONES
9.3% Cases of consumers celebrating Tet Cases of consumers celebrating • Infected cases or other people
in their hometown: Tet in their hometown: returning from epidemic areas
• People out of epicenters • People couldn’t go home for were forced to celebrate Tet in the
22.4%
• People luckily returning home subjective reason (for example, isolation zones.
before Covid outbreak studying or working far away,…) • Social discussions showed that
• People completing declaration • People couldn’t go home due they tried to be positive but still
68.3% & quarantine to objective reasons (Covid expected a truly Tet in the
impact) upcoming year.
Năm nay đặc biệt hơn cả là đón Tết tại

“Có nhiều bạn bè mình sợ dịch không Đã lỡ 1 năm không được ăn Tết với má
khu cách ly vì dịch bệnh 🧑🏻‍⚕️. Cầu mong
dám về quê, ở lại SG cho an toàn . Thì và ngoại. Hứa năm nay sẽ về, cuối cùng
Tet at hometown năm mới sẽ đẩy lùi được dịch bệnh và
giờ đùng một cái SG cũng đang dính cũng không về được. Chúng ta còn
Tet away from hometown không còn ai phải xa gd trong ngày
dịch. Nên thấy mình may mắn được về nhiều cái Tết để đón nữa, nhưng… à mà
Tet in isolation zones Tết😂😂 Chúc mọi người mọi nhà một
nhà sớm!!” thôi.
năm mới bình an hạnh phúc. 😍😍😍
(N= 4,985,891 mentions)
#4 Incomplete but “true” reunion 32
Despite tons of concerns & anxiety before Tet, in the end, consumers well adapted & customized the way they
reunited in Tet Covid, making it an incomplete but “true” reunion ever.
CONSUMER SENTIMENT TOWARDS REUNION
INCOMPLETE REUNION “TRUE” REUNION
➢ Under Covid impact, a part of consumers could not return ➢ The essence of reunion is sharing, caring and loving each
home or gather all family members. This made Tet 2021 other, no matter where we stay → Whether or not they
become a sad & lonely Tet (especially for those who could get together, they still appreciated the meaning of
couldn’t returning home for a long time) reunion, especially in the special situation of Tet 2021.
28.1%
1 Invaluable reunion
• Mấy năm rồi ăn tết chạy show nhà ck và nhà mẹ, năm nay
có con nhỏ nên quyết định ăn tết 1 nơi " gia lai" thôi, ai
71.9% 2 Online reunion
ngờ gia lai bị dịch còn đồng tháp thì ko, ck cũng bị kẹt
lại ko về đc, ăn tết 1 mình rồi. Đời ko như mơ.
• MÙNG 1. Ở một nơi xa ngóng về quê nhà trái tim quặn

3 Meaningful reunion
thắt nỗi buồn, Tết này con phải xa quê. Ai chẳng muốn Positive Negative
ngày Tết trở về đoàn viên bên gia đình, nhưng vì cuộc
sống, vì dịch bệnh nên con đành thất hứa với ba mẹ để (N=5,589,776 mentions)
4 Hopeful reunion
bám lại nơi đất khách quê người, ba mẹ đừng buồn nhé!
(*) Refer to detailed content angles in the next slides
#4 Incomplete but “true” reunion 33
During Tet 2021, consumers experienced incomplete but true reunion moments, making them appreciate the
meaning of reunion and also desire for a “complete” one in the future.
INCOMPLETE BUT TRUE REUNION IN TET 2021
1 2 3 4
INVALUABLE REUNION ONLINE REUNION (“ZOOM HỌP”) MEANINGFUL REUNION HOPEFUL REUNION
More appreciate & cherish reunion Enjoy online gatherings (back to the Enjoy meaningful reunion as people Believe & hope for reunion moment
moment (especially ones luckily could essence of reunion - spending time spent full time for in-home gathering after the end of Covid, to make up for
return to hometown) together, regardless of locations) (due to movement restrictions) the incomplete reunion this year
• Có nhiều bạn bè mình sợ dịch không • 1 cái tết thật lạ từ khi lọt lòng mẹ, ko
• Tết COVID nhà nhà sum họp, nhà mình
dám về quê, ở lại SG cho an toàn. Thì còn những cái bắt tay mặt mừng sau • Tết 1 mình! Hy vọng năm sau được
thì zoom họp.
giờ đùng một cái SG cũng đang dính giờ tan lễ, k hội chợ xuân. Đúng nghĩa sung túc, đoàn tụ hơn. Covid ơi,
• Biết ơn công nghệ thời hiện đại và
dịch. Nên thấy mình may mắn được là cái tết đầm ấm bên gia đình và nhanh hết nhé!
Zoom cho phép nhìn và nghe nhau dù
về nhà sớm !! chòm xóm nhỏ.
xa hơn nửa vòng trái đất. Bốn màn
• Tuy rằng tết năm nay do dính dịch nên • Có thể vì dịch mà chẳng có chuyến • BA NÓI “CON VỀ NHÀ THÌ NGÀY
hình, ba thế hệ, tiếng Anh tiếng Việt,
ko được trọn vẹn nhưng vẫn mừng vì chơi xa nhưng có lẽ vì thế mà gia đình NÀO CŨNG LÀ TẾT”. Hẹn gia đình
giọng Huế giọng Nam giọng Bắc
vẫn còn có thể khoẻ mạnh ăn tết về càng có nhiều thời gian quây quần. khi nào hết Covid !
pha trộn.
quê về nhà về với những người mình
yêu thương trong khi ngoài kia vẫn • Vẫn biết tết là sum vầy… nhưng vì dịch
còn nhiều người chịu cảnh tết xa quê bệnh mà k thể về sum họp….Tết này
xa nhà, những người chịu nhiều khổ không về vẫn còn tết sau.
sở lo toan nhọc nhằn vì dịch bệnh
34
2.3
IMPACT ON SHOPPING & SPENDING
#5 Financial hardship was a big concern
#6 Basic but fulfilling Tet
#5 Financial hardship was a big concern 35
The outbreak of Covid presented new challenges at Tet 2021, which both fueled the financial difficulties and saving
intentions.
SHOPPING & SPENDING TOPIC OF DISCUSSION
TET 2020 TET 2021
Financial hardship 18.2% Financial hardship 31.2%
Spending for Tet enjoyment 23.7% Spending for Tet enjoyment 15.7%
Waiting for remuneration 15.2% Waiting for remuneration 13.5%
Saving intention 6.4% Saving intention 10.9%
Spending on gifting 9.9% Spending on gifting 8.5%
Exposure of spendings 9.2% Exposure of spendings 6.4%
Rising goods expense 5.9% Rising goods expense 5.3%
Spending as charity donation 4.7% Spending as charity donation 4.5%
Asking for places of purchasing 6.7% Asking for places of purchasing 4.0%
(N=29,096,342 mentions) (N=18,798,604 mentions)
Time Range: Tet 2020 (Dec 18, 2019 – Feb 12, 2020)
This report is confidential and intended for the internal use of Unilever only. It is strictly forbidden to disseminate, distribute or copy without a written consent of Buzzmetrics. Tet 2021 (Jan 13, 2021 – Mar 03, 2021)
#5 Financial hardship was a big concern 36
Financial hardship was the core barrier, which cut down consumer motivation for shopping and even impacted on
their share of budget for Tet goods.
BARRIERS OF SHOPPING & SPENDING
➢ The pandemic has had a direct impact on consumers' financial ability for a long time, making them
Lack of financial capacity 58.20% more cautious in spending for Tet. Moreover, the outbreak right before Tet (which was the usual
time for consumers to do shopping) had made consumer more hesitant & cautious in spending.
Discussion about financial hardship

Saving intention 15.40%
Outbreak in Hai Duong
No need to spend 14.40%

Tet beginning
1-Feb
2-Feb
3-Feb
4-Feb
5-Feb
6-Feb
7-Feb
8-Feb
9-Feb
10-Feb
11-Feb
12-Feb
13-Feb
14-Feb
15-Feb
16-Feb
17-Feb
18-Feb
19-Feb
20-Feb
21-Feb
22-Feb
23-Feb
24-Feb
25-Feb
26-Feb
27-Feb
28-Feb
14-Jan
18-Jan
22-Jan
26-Jan
13-Jan
15-Jan
16-Jan
17-Jan
19-Jan
20-Jan
21-Jan
23-Jan
24-Jan
25-Jan
27-Jan
28-Jan
29-Jan
30-Jan
31-Jan
1-Mar
2-Mar
3-Mar
Rising goods expense 7.50%
• Theo phong trào sắm tết nhưng có đến 98% là cây • Trong túi còn đúng 100k, 5 tây có lương, bị giữ lương
nhà tự trồng, dịch bệnh không có việc dẫn đến 1 triệu qua tết để có cái chi. Quần áo chưa mua gì
No time for shopping 4.50% không có tiền để mua sắm tâng bừng như mọi cho ck con. Dịch lương thưởng chỉ lương cơ bản
năm, thôi thì nhà có gì dùng thế. Đang yên tự nhiên không có thêm nữa như mọi năm. Nói chung
lại tết nghèo.
(N=13,228,130 mentions)
#6 Basic but fulfilling Tet 37
Tet 2021 activities were remarked with the “Back-to-basic” theme, which helped to solve the financial demand but
also to ensure a fulfilling Tet.
DEFINITION OF SIMPLE & BASIC TET
“Simple Tet” refers to saving as much as possible but still having a fulfilling Tet in form and spirit.
Spending cut Homemade “Sponsorship”
Thrifty shopping Self-make or utilize available stuffs Ask each other to sponsor
Bác dặn là phải phát huy tính tiết “… Cây nhà lá vườn... đủ xài Rổ bên trái mình hái trong vườn, rổ bên phải tình làng nghĩa
kiệm. Ví dụ năm nay khó khăn thì Đồ áo chỉ mua cho chồng con, mình mặc đồ cũ. Bánh tự xóm cô dì chú bác ai cũng thương. Cô cho dưa leo, cô cho
chơi cây quất nhỏ thôi. Cây nhỏ gói vài cái. Hạt dưa các kiểu có rồi, làm ít mứt và mua ít rau cải cô cho rau húng, đáng lẽ mình nên đi làm việc gì liên
nhưng vẫn phải đạt chuẩn tỷ lệ bánh kẹo nữa là Ok. Gà còn vài con trong chuồng. Mua quan đến quan hệ công chúng nọ kia mới phải. Giỏi xã giao
vàng tứ quý : có hoa, có nụ, có thêm ít đồ khô nữa là.... Xong Tết thế này mà ở nhà làm nông rân. rổ cuối cùng có đọt bí, rau
mầm lộc, có quả non, quả xanh vừa Cắt giảm chi tiêu hết mức có thể. Chỉ mong dịch mau lang, rau mồng tơi, cà trắng, quất hái nhà bạn.
và quả chín. Hoa cắm lọ to nếu các qua thôi.” Đỡ được hẳn mấy ngày đi chợ lận đó. Thời kỳ khó khăn
cành nhỏ bị gẫy rụng thì phải tận tăng xin giảm mua.
dụng những cành gẫy dù là bé xíu Tết siêu tận dụng mà
lùn tịt để cắm 1 lọ nhỏ xinh để bàn. siêu tiết kiệm. Tóc 20k,
Nhà nghèo, nhỏ thì tận dụng mày tự kẻ, son cậu tặng,
khoảng không bị trống trên tường móng dì tài trợ.
mà chơi bể cá mini nếu cứ thik chơi Bánh, giò tự gói, rượu tự
cá... nấu, trái cây, rau, hoa dại
Utilizing old items trong vườn, gà ngan tự
Tết tới đích rồi mà ken chưa sắm nuôi, thịt bò ông ngoại
được bộ đồ mới nào. đành mặc đồ cho, thịt lợn bà ngoại gửi
cũ vậy. hihi ta nói là ko có gì hạnh
Nhà mình còn gì đâu. phúc mà đầm ấm hơn.
1 năm đầy vất vả có con mẹ ngắm
cho đỡ tủi. Cùng nhau cố gắng con
nhé. #ken15m
Essential products (foodstuff and confectionery) were top-picked items for Tet 2021. Besides, fashion was also a
common one as “getting new clothes” symbolized the fortune.
TOP-PICKED ITEMS FOR SHOPPING & SPENDING Confectionery Food
Foods 27.3%
Confectionery 9.9% • E cần mua thức ăn dự trữ cho 1
tuần. Và mua bánh kẹo, trái cây &
Fashion 9.1%
bông để cúng giao thừa đêm 30.
Tea 7.1% Ai có bán inbox giúp e nhe! Vì
Fresh fruits 4.5% nay nhờ tình nguyện viên mua lâu
Cosmetics 4.3% quá! Tới giờ ck m vẫn xuống lầu
đợi lấy ,mà chưa có. E xin chân
Coffee 3.8%
• “Cần mua bánh kẹo ăn Tết ạ” thành cảm ơn rất rất nhiều ạ!
Beer 3.6%
Jewelry 3.5%
Soft drink 3.5%
Fashion
Tet flowers 3.4%
Wine 2.7% ➢ Fashion as an essential part of Tet
Jams 2.7%
• “30 Tết rồi mà chưa mua đồ diện Tết. Ai có áo khoác nhẹ nhàng kiểu dáng đẹp quăng hết vào
Gift baskets 2.6%
đây với ạ”
Nuts & seeds 2.4%
Dried meat 2.2% ➢ Red clothes as a symbol of luck
Face mask 2.0%
Perfumes • COVID gì thì Tết vẫn phải có đồ đỏ để mặc Tết. Ai bán áo dài/váy đỏ không ạ?
1.9%
Milk 1.9% ➢ Ao dai with its traditional vibe
Rice 1.5%
(N=5,309,382 mentions)
• Đang cần tìm vài mẫu áo dài (cách tân hoặc ko) để đón Tết ạ.
Gifting was still considered necessary among most of consumer discussion during Tet, especially to show affection
to loved ones.
CONSUMER SENTIMENT TOWARDS GIFTING
Gifting is unnecessary Gifting is indispensable
1 Gifting was not important (than reunion) 1 Gifting for beloved ones (especially for family)
• Chả lẽ Tết này tay không về quê với bố mẹ? Giờ

dịch dã như thế này, bố mẹ gọi lên bảo e thôi Tết
• “Sớm về nhà bạn nhé. Năm Covid này quà cáp không 12.3% này đừng quà cáp làm gì. Nhưng là thằng con
quan trọng, quan trọng là ở bên người thân thôi.”
trai, chẳng lẽ tay không về quê? Em ko có nhiều
nhưng vẫn cố được. E muốn mua cho bố mẹ
món tết để năm mới ông bà thêm an tâm chăn
Not buying gifts due to the uncertainty in
2 nuôi buôn bán, chứ tết ra em lại xa nhà cả năm,
reunion, sending money instead khó đỡ đần bmẹ.
• T cũng ms cưới đc hơn tháng. Vì 2 đứa cũng làm 2 Gifting didn’t not cost much money (looked for
trên Hà Nội nên chưa đc về, t gửi về mỗi bên 8tr 87.7% economical gifts)
cho bố mẹ sắm tết (do btreunion
Meaningful chưa lấy ck thì tết mỗi
• “Cô vít thông cảm nhưng quà tết thì đáng mấy mà
đứa đều đưa 10tr cho bố mẹ mình, mà năm nay Meaningful reunion
tiếc”
kinh tế ko đc như các năm trước nên t chỉ gửi 8tr -
số hơi lẻ 😌). Xong tính tết về mừng tuổi mỗi bên
Gifting is indispensable
3 The fear of judgment
1tr nữa. Năm nay covid thế này ko biết mùng 2 t Gifting is unnecessary
có về ngoại được ko nữa :(( Nên mua quà tết mới • “Tất nhiên không thể tay không về quê rồi. Bố mẹ
định mua về bên nhà chồng thôi, còn bên ngoại không đánh giá nhưng còn mấy máy báo tin
(N=1,727,286 mentions) chạy bằng cơm bên cạnh nhà nữa. Mua cho bố
nhờ mẹ ở nhà mua hộ để thắp hương gia tiên
mẹ ít hoa quả, bánh kẹo bầy Tết cũng được.”
However, the financial pressure made them cut down the budget for gifting. “Economical/ reasonable price” became
an important factor when they looked for gifts.
EXPECTATION FOR CHOOSING GIFTS
Meaningful 33.4%
➢ Covid did not make people cut down much on the gifting tradition. However, they
Economical/ reasonable price 17.8%
cut down the budget for gifting to ease the financial pressure. ➔ “Economical/
High-quality 11.6% reasonable price” became a must-have attribute.
Imported 8.7%
• Consumers looked for economical gift to deal with financial hardship
Delicious taste 5.0%
Cả năm đã dặt dẹo lay lắt, cuối năm đến mùa làm ăn đang ngon nghẻ được vài hôm thì
Diversity 3.8%
bùng dịch. Giờ nghĩ đi tết bên nội bên ngoại cũng thấy đau đầu. Đào quất bánh kẹo thì
Luxury 3.5% không thiếu được rồi nhưng chắc phải đổi tiền thành mua quà gì đó ý nghĩa mà vừa
Handmade 3.5% phải, gọi là của ít lòng nhiều, mong ông bà thông cảm năm Covid khó khăn.
Unique 3.0% • “Saving for uncertainties” made them cut down the budget for gifting
Large number 2.4% Năm nay chỉ mua giỏ quà, cặp bánh tét, chả bò các thứ gửi về thôi, còn trên này thì
Local specialties 2.1% còn dư ít sắm sửa ít ít còn để dành, lỡ có dịch bùng là ck tớ phải nghỉ, mà con ko thể
để thiếu thốn đc, đang khổ tâm đây này😔😔😔
Practical use 2.1%
Beautiful 1.3% • They eased themselves that “The essence of gifting is from the heart”
Delivery available 0.9% Về nhà giúp bố mẹ dọn dẹp nhà cửa, sắm sửa những gì cần thiết, ăn cơm với bố mẹ! Dẫn
Politeness 0.5% bố mẹ đi mua vài bộ quần áo mới, đôi giày mới! Quan trọng là cách thể hiện và tấm
lòng
Issuing of invoices 0.3% (N=27,334 mentions)
Family and relative were the top priority for giving gifts. Besides, self-reward was mentioned as a motivation and
love gift peaked due to the Valentine day.
TYPES OF GIFT FOR TET
Family & relative gift Self-gift Love gift

Family & relative gift* 30.3%
Giving gifts to family and Self-love was also highly Interesting point: as Valentine
Self gift 17.7% relatives has always been a concerned. After a challenging day was the 3rd day of Tet, love
tradition. And Tet 2021 was not year, as people still self-rewarded gift was more mentioned as a
Love gift 16.1% exceptional despite financial & motivated themselves for the combination of these 2 special
pressure due to the epidemic. better new year to come. occasions.
Friendship gift 12.6%
Business gift 9.7%
Charity gift 8.5%
Teacher appreciation gift 3.9%
Other 1.2%
(N=13,228,130 mentions)
(*) Family & relative gift: gifts for family members (offspring giving to
parents, parents giving to children,…) and for relatives.
Money was the most popular gift to give at Tet thanks to convenience & practical use. Coming next were
confectionery & food (needed & essential items for Tet enjoyment).
TOP-PICKED ITEMS FOR GIFTING

Money
Money 12.3% ➢ Money has always been convenient for gifting from
Confectionery 11.1% distance, especially in the Covid restrictions situation.
Foods 9.2% • “năm nay dịch bệnh phức tạp Tôi không thể về nhà
Soft drink 6.4% nên gửi tiền về nhà cho ba mẹ mua sắm Tết 🥰”
Fresh fruits 6.4% • T còn ở ngoài biển đảo đây. Thân cô,thế cô, thiếu đủ
Fashion 5.7% thứ. Vk và 2 con thì mong chờ về mà còn k về đc đành
Milk gửi tiền cho vk con ăn tết. Đúng là khổ thật
5.1%
Beer 4.8%
Confectionery Food
Tea 4.7%
Coffee 4.7%
Jewelry 4.7%
Calendar 4.6%
Wine 3.7%
Nuts & seeds 3.6%
Gift baskets 3.3%
Cosmetics 2.2%
Spices 1.4%
Rice 1.3% • “Trưa nay mẹ hỏi ăn mấy tấm bánh để
• “Tết tới sát bên rồi mình muốn làm 1
Flowers/Ornamental trees 1.2% mẹ gửi ra cho, niềm vui của đứa con
vài chiếc bánh kèm 1 vài vị để làm quà
gái lấy chồng xa chỉ đơn giản như này
Jams 1.1% tặng những người yêu thương ”
thôi ”
43
IMPACT ON TET ENJOYMENT

#7 The rise of in-home & online Tet 2.4
#7 The rise of in-home & online Tet 44
Out-of-home activities still dominated Tet enjoyment (especially among people out of core epicenters). However,
under Covid impact, consumers enjoy outdoor activities with precautions.
TYPE OF TET ENJOYMENT ACTIVITIES
OUT OF HOME ACTIVITIES
➢ Covid impact on consumer attitude towards Tet outdoor activities. Under the concept of Tet covid, they enjoyed those
activities with lots of precaution.
60.3% • Tết vì giãn cách xã hội nên rút gọn còn 1 buổi
• Ngày mùng 1 tết - Cũng là NGÀY THỨ
chiều mùng 2 AL thôi.
39.3% NHẤT của chuyến du xuân Tân sửu 2021
• Năm nay tết chỉ kéo dài có 1 buổi sáng mùng 1,
của chúng tôi tới Đà lạt thành phố ngàn
còn lại về nhà trùm mền tự hứa nghiêm chỉnh
hoa , thuộc tỉnh Lâm đồng - 1 trong các
phòng chống dịch. Nên hình chia ra nhiều tập để
60.7% tỉnh chưa dính nàng covi.
thấy 3 mùng vẫn còn xuân :))))
12.1%
7.6% 7.4%
5.1% 4.8% 2.7%
Look for areas Keep wearing Avoid crowded Hang out in Limit time of Keep washing Bring along
Out-of home activitites without pandemic mask area nearby areas outdoor playing hand hand sanitizer
In-home activities (N=133,012 mentions)
To deal with movement restrictions, consumers highly welcomed and called for celebrating Tet at home (“Tết tại
gia”) with various in-home entertaining activities.
IN-HOME TET ENJOYMENT ACTIVITIES
Eating & drinking 47.1% ➢ Under the concept of Tet covid, the trend of “in-home Tet” was highly boosted. Consumers
Relaxing 18.2% looked for in-home activities to ensure both safety and entertainment purpose.
Family gathering 5.2%
Watching movie 5.0%
Parenting 4.4%
Beauty caring 3.8%
Playing cards 3.5%
Singing 2.1%
Playing with pets 2.0%
Playing games 1.9%
Exercising 1.7%
Listening to music 1.4%
Reading book 1.3%
Wearing outfit 0.9%
Handmade/Decor 0.7%
Gardening 0.6%
Playing TikTok 0.2%
Discussion about in-home Tet on social media was overwhelmed with positive sentiments. This showed off
consumers efforts to both stay safe & optimistic during Tet covid.
SENTIMENT TOWARDS IN-HOME TET
NEGATIVE SENTIMENT POSITIVE SENTIMENT
➢ Due to movement restrictions, a part of consumers were ➢ With the adaption after several outbreaks, consumers
forced to be at home with a bored mood and a desire that easily got used to in-home activities. With many ways to
they could fully enjoy outdoor activities in the upcoming enjoy in-home time (eating, playing TikTok, relaxing,…)
Tet. 24.50% consumers felt happy & positive towards Tet covid.
• Măm măm cơm gia đình ngày 29Tết nhen còn 30 là cho ăn
• Chưa có cái Tết nào buồn và chán như cái tết năm nay bụi kaka.Nói chứ tui có Má Ngoại Diệu nấu ăn ngon xuất
vừa con nhỏ vừa dịch nên chẳng đi đâu đc... hứa với 75.50% sắc nhức nách luôn nhen nấu nồi thịt kho đúng thuần Việt
lòng năm sau con lớn 2 mẹ con minh đi nát Sài Gòn ..suốt chưa ăn ở đâu ngon bằng 👍 🧧🧧 Gì chứ Tết là bao mập
ngày ở nhà với con mẹ stress quá Tony ơi... dịch ở nhà ăn với uống cùng với gia đình là hạnh phúc
nhất thôi. Luôn trân trọng những giây phút ntn lắm lắm
Tết này cứ mãi ở nhà cũng chẳng được đi chơi xa. Cuộc oh yeah
• Positive Negative
sống Xô Bồ vội vã. Cũng vì bà covid thôi. Thấy ngta đăng
hình ức quá chả là tròn 2 năm chưa được đi chơi xa (N=37,255 mentions) • Tết covid mẹ con cháu chỉ ở nhà
ăn, ngủ và quay tiktok thôi ạ 🌸🥰❤️
Under Covid impact, the year 2021 also saw the rise of online Tet enjoyment, not only transforming traditional
customs (lucky money, wish, gathering) but also entertainment activities.
ONLINE TET ENJOYMENT ACTIVITIES
➢ The trend of “go-online” had been boosted strongly since Covid outbreak and then well
Online lucky money 51.5% applied in Tet 2021, turning “Tet Covid” into "Tet online".
Online wishing 28.2%
Online gathering 7.8%
Online pagoda visiting 3.5%
Online drinking 3.0%
Online calligraphy giving 2.1%
Online card playing 1.9%
Online meeting 0.9%
Online flower street 0.6%
Online church visiting 0.6% ➢ If the epidemic lasts until Tet 2022, online Tet is expected to go viral once again and at that
time, consumers have already got used to online enjoyment activities.
(N=85,544 mentions)
However, in-home & online Tet is merely a way of adaptation to the current situation. For the upcoming Tet,
consumers desire for a “complete Tet 2022” with the psychology of compensation.
WHAT CONSUMERS DESIRE TO DO IN TET 2022?
➢ As Covid happened right before Tet, consumers had to go through an incomplete Tet 2021, as
Family reuniting 64.6% well as customized the way they enjoyed Tet.
➢ This also led to the psychology of compensation for the upcoming Tet (“ăn Tết bù”).
Traveling 12.8% Consumers look forwards to “complete Tet 2022” when they could fully enjoy reunion
moments as well as outdoor & offline entertaining activities. However, this psychology can
Attending festival 6.4% only be realized if Covid pandemic is promptly controlled.
Friend meeting 6.0%
Eating & drinking 5.5%
Visiting relative 2.0%
Playing card 1.9%
Visiting pagoda 0.6%
49
TET 2022
SCENARIO 03
Tet 2022 will witness the simultaneous explosion of 3 fad topics, which are expected to influence 50
each other and then create different Tet scenarios.
THE COMBINATION OF 3 FAD TOPICS
COVID TET 2022 FOOTBALL

• Covid keeps to be the fad topic on social • Consumer sentiment towards Tet 2022 will • In Tet 2022, Vietnam will join in 2 matches:
media with high buzz volume be affected by the resonance of both one against Australia (on 25th of lunar
• This topic causes the explosion of Covid & Football Dec) and one against China (on 1st of
negative feelings (like Tet 2021) • Tet discussion trendline will vary case by lunar Jan). This is projected to be a fad
• Covid discussion trendline is expected to case: topic in the upcoming Tet
remain flat (other topics are not powerful o Decrease if the pandemic is still • Football is expected to boost the mood of
enough to break Covid trendline), only serious and widespread celebration as well as national pride
peak in cases of breaking news (for o If Covid decreases or no longer (thanks to the spirit of beating China team
example, lockdown in HCM or Hanoi, ban exists, resonance among fad topics in traditional Tet)
on back-to-hometown, F0 infection in a may occur in a positive way & • Football discussion trendline will be
crowd gathering to watch football) boost Tet discussion independent, not affected by other topics
Covid is expected to remain as a fad topic, which prevents Tet 2022 from going back-to-normal & 51
impacts consumer sentiments towards Tet 2022 due to Symptoms of Precaution.
• Covid is still a fad topic in Tet 2021 and can flare up again at any time as mutations keep emerging, the vaccination rate is still
low and its effectiveness is not 100% guaranteed (vaccine is not a complete solution at present).
• The current epidemic has heavy impacts on consumers:
o Apply social distancing (in 2 big cities & neighboring areas), but still hard to predict when Covid is under control
o Lockdown much strictly, but the effect is not as expected when the number of infection is increasing (while in previous
outbreaks, after the lockdown, the number of cases will decrease soon, so people are not much worried)
o After controlling certain epidemic areas, Covid still flares up again and then continue social distancing (like Hanoi & Da
Nang recently)
o There are signs of medical overload
o Problem in goods distribution: although not being isolated, daily life of the majority is still severely affected (in
previous outbreaks, this problems did not exist despite social distancing across the whole country).
o Finance & economy is heavily impacted in the long run (unemployment, production shutdown under Directive No. 16.
➢ Tet 2022 can still be “Tet Covid” unless the herd immunity threshold is at least 80% and vaccination rate reaches 100% (even
for mutations).
➢ The way consumers enjoy Tet 2022 will continue to be affected by the precautionary mentality (Symptoms of Precaution).
The possibility of “back-to-normal-Tet” is very low whether Covid explodes in Tet 2022 or not.
Covid impact on Tet 2022 will differ by scenario. In general, consumer sentiment toward Tet 2022 52
can only be uplifted if Covid is quickly controlled and there is a break for financial recovery.
SCENARIO 1: COVID IS OUT OF CONTROL SCENARIO 2: COVID IS UNDER CONTROL

(There are emerging epicenters, which causes lockdown in wide areas) (There is no new or serious epicenter)
➢ There's a strong possibility that Tet 2022 goes back to Tet 2021 ➢ Tet 2022 can go back to Tet 2020 but with more precaution
➢ The fear of “no Tet” will be realized: ➢ Psychology of compensation: consumer sentiment towards Tet is uplifted
o Consumers can’t return home (due to lockdown, fear of isolation, and they tend to compensate for previous Tet or an incomplete year.
fear of infection, etc.), which makes them unable to reunite in ➢ Offline activities are still restricted to certain extent (complying 5K rules).
hometown once again There are still gatherings for football match and they even storm streets
o For those outside epidemic areas, they can return home and no to celebrate the victory (however, if there is an infected case among the
longer have too many worries or concerns as they get used with crowd, Covid is going to explode once again)
the procedures needed (declaration, isolation, testing, etc.) ➢ Shopping & gifting for Tet will differ, depending on Covid situation from
➢ Offline activities are completely restricted, which are translated into “in- now until the end of the year:
home & online Tet”. All Tet campaigns (whether exploiting Tet/ Covid/ o (High possibility) If Covid lasts too long and impacts heavily on
Football) will benefit with the drop-point (“điểm rơi”) on 1st of lunar Jan finance, consumers can’t fully enjoy Tet & cut down spending for a
➢ Finance is much more affected as the epidemic lasts longer while there is basic Tet ➔ Promotion will attract consumers.
no recovery time ➔ Shopping & gifting are severely affected o (Low possibility) If Covid only lasts in the short run and consumers
are financially supported, they could feel more positive towards Tet
2022 ➔ More willing to spend with a compensatory mentality.
Regardless of the Covid scenario, football is still a fad topic with an independent discussion 53
trendline and not affected by Tet and Covid.
DISCUSSION ABOUT FOOTBALL
Football (especially the Vietnamese team's

participation in the World Cup qualifiers) had
Discussion about the Vietnamese team in the 2022 World Cup Qualifier
attracted a large amount of discussion on social
Buzz volume media. This topic was still booming despite Covid
impact.
• This topic started to explode after the match
million against Indonesia when nearly 2 million
discussions were generated.
• Each subsequent match of the Vietnamese
team attracted more discussion than the
previous one, reaching a peak of over 3
million buzz on the match against UAE.
Football is expected to explode once again in Tet

2022 with an independent discussion trendline.
This report is confidential and intended for the internal use of Unilever only. It is strictly forbidden to disseminate, distribute or copy without a written consent of Buzzmetrics. Time Range: Jun 1 – Jun 16, 2021
In whatever scenario, football will fuel positive sentiment for Tet 2022 and reduce the gloomy 54
atmosphere due to Covid impact.
FOOTBALL IMPACT ON TET 2022
SCENARIO 1: COVID IS OUT OF CONTROL

➢ Under the impact of Covid, consumer sentiment towards Tet 2022 is overwhelmed with negative shade. Luckily,
football topic can uplift positive sentiment to consumers.
➢ The common trend is that people will pay more attention to positive things to ignore negative ones. At that time,
this may reduce consumer attention to Covid (when there is no new or breaking news) and focus more on
football discussion.
SCENARIO 2: COVID IS UNDER CONTROL

➢ As the epidemic is well controlled, football gatherings are allowed. So, football can resonate with Tet Reunion &
Gathering theme, which leads to a big boom on social media in Tet 2022.
➢ Besides, offline enjoyment activities are also supported ➔ Many categories will benefit (for example, cooking &
eating, food & beverage, etc.)
➢ If Vietnam wins the match, offline activities in Tet 2022 will be more special & meaningful (consumers can even
storm streets to celebrate the victory on 1st day of the new year). ➔ Everyone is in a high mood for chilling Tet.
To take advantage of football topic, brands must pay attention to 2 milestones, corresponding to 2 55
matches of Vietnam team in Tet 2022.
FOOTBALL IMPACT ON TET 2022
• The Vietnam-China match on 1st day of the lunar new year will definitely explode on social media and boost
the mood of celebration as well as national pride.
• There are 2 scenarios based on the result of the previous match (Australia vs. Vietnam on 25th of lunar Dec):
SCENARIO 1: SCENARIO 2:
Vietnam wins the match on 25th of lunar Dec Vietnam loses the match on 25th of lunar Dec
➢ Consumers is in a super good mood for • Consumer mood is still high thanks to the
celebration spirit of beating China team.
➢ Buzz volume of the match on 1st is expected • Buzz volume of the match on 1st is expected
to increase 3-5 times (compared to the to increase 1.2-1.6 times (compared to the
match on 25th) ➔ It is possible to break Tet match on 25th)
trendline (if Covid is serious) or resonate (if
Covid is controlled). Tet trendline cannot go
flat in all cases.
56
SUMMARY OF TET 2022 SCENARIO
Covid is under control Covid is out of control

Scenario
Lose the match on 25th Win the match on 25th Lose the match on 25th Win the match on 25th
• Back to Tet 2021 (the fear of “no Tet” is • Back to Tet 2021 (the fear of “no Tet” is
• Psychology of compensation • Psychology of compensation
realized) realized)
• Offline activities are restricted to certain • Offline activities are restricted to certain
• Offline activities are fully restricted • Offline activities are fully restricted
extent (football gatherings are allowed) extent (football gatherings are allowed)
(football gatherings are not allowed) (football gatherings are not allowed)
• Consumer mood is still high thanks to • Consumers eagerly wait for the match
Lose the match • Consumer mood is partially boosted • Consumers eagerly wait for the match
the spirit of beating China team on 1st
on 1st thanks to the hope of winning on 1st
• Buzz volume of the match on 1st is • Buzz volume of the match on 1st is
expected to increase 1.2-1.6 times expected to increase 3-5 times
(compared to the match on 25th) but (compared to the match on 25th) but
(compared to the match on 25th) but (compared to the match on 25th) but
drops after that. drops after that
drops after that drops after that
• Back to Tet 2021 (the fear of “no Tet” • Back to Tet 2021 (the fear of “no Tet”
• Psychology of compensation • Psychology of compensation
will be realized) will be realized)
• Offline activities are restricted to certain • Offline activities are restricted to certain
• Offline activities are fully restricted • Offline activities are fully restricted
extent (football gatherings are allowed) extent (football gatherings are allowed)
(football gatherings are not allowed) (football gatherings are not allowed)
• Consumers are in super good mood • Consumers are in super good mood for
Win the match • Consumer mood is partially boosted • Sentiment towards Tet may be partially
• Buzz volume of the match on 1st is celebration
on 1st thanks to the football victory uplifted thanks to football victory
expected to increase 1.2-1.6 times • Buzz volume of the match on 1st is
(compared to the match on 25th) and expected to increase 3-5 times
keeps rising in further days. (compared to the match on 25th) keeps
(compared to the match on 25th) and (compared to the match on 25th) keeps
rising in further days.
keeps rising in further days. rising in further days.
57
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SYNDICATED REPORT

SHOPPING & SPENDING

3. TET 2022 SCENARIO

RESEARCH BACKGROUND & OBJECTIVE

Research Background Research Objectives

• Time tracking: Jan 2021 – Mar 2021

• Online tracking tool: Social Heat – via http://www.sh.buzzmetrics.com

o Buzz: 1 post OR 1 comment OR 1 share in public having the keywords

o Online sellers’ voice: the buzz which is generated by online sellers

o Brands’ voice: the buzz which is generated by brands

o Consumers’ voice: the buzz which is generated by consumers

(*) Tet 2019 Time Range: Jan & Feb, 2019

topic caused the total discussion of Tet not to grow as usual.

TOTAL TET DISCUSSION TRENDLINE

Before Tet 7 days near Tet Tet After Tet

Avg. growth per day: +3.8% (2021) vs. 13% (2020)

TOPIC OF DISCUSSION (TOD)

NUMBER OF TOTAL MENTIONS AVG. MENTIONS

182+ 14.4M 78K

+23% +32% +7%

147+ 10.8M 74K

TOP 10 NOISY CATEGORY TOP 10 ACTIVE CATEGORY TOP 10 EFFECTIVE CATEGORY

Retailers/E-commerce 6,688,997 Non-alcoholic drink 20 Retailers/E-commerce 668,900

Games 2,339,158 Alcoholic drink 18 Games 233,916

Alcoholic drink 1,693,281 Snack foods 14 Motorbike 152,493

Digital wallet 854,750 Banking 11 Digital wallet 106,844

Home cooking & seasonings 611,697 Retailers/E-commerce 10 Alcoholic drink 94,071

Home care 536,685 Games 10 Home care 76,669

Delivery application 287,547 Digital wallet 8 Delivery application 57,509

Personal care 169,576 Apparel & footwear 8 Personal care 33,915

Motorbike 152,493 F&B chain 8 Other milk based product 29,643

category on social media in Tet competition.

TOP 10 CAMPAIGNS BY BUZZ VOLUME

1 month before Tet).

TRENDLINE OF TOTAL CAMPAIGNS

700,000 Before Tet 7 days near Tet Tet After Tet

68.7% 66.5% 65.4% 70.0% 73.3%

campaign messages didn’t conflict directly with Covid impact.

COVID IMPACT ON TET CAMPAIGN

Number of campaigns running Number of campaigns running

CAMPAIGN MESSAGE UNDER COVID CONTEXT

Campaign messages were not based on Covid

Tiki highlighted financial

2020 was a tumultuous

most-exploited & competitive landscapes among Tet 2021 campaigns.

TET DISCUSSION MATRIX

High Disadvantage zone Saturated zone

Cooking & Eating

Expectation for new year

Boring Tet Weather Beauty

Low Secret zone Strategic zone

Low CONSUMER INTEREST High

Consumer interest: Calculated by buzz volume of each discussion topic

of other trending & new tactics (Rap MV & TikTok).

TACTICS BY NUMBER OF CAMPAIGNS

Outbreak 1 Outbreak 2 Outbreak 3 Outbreak 4

Variant of Covid Preventive measures 10.6%