Vietnamese consumers are increasingly leveraging artificial intelligence tools to plan and prepare for Tết Nguyên Đán, the Lunar New Year, with preparations beginning significantly earlier than in previous years. Data released by Google on , indicates a shift away from last-minute shopping towards a more proactive and comprehensive approach to holiday preparation, starting as early as three months before the festivities.
Early Planning and Shifting Search Trends
Traditionally, search interest related to Tết would peak one to two months before the holiday. However, is seeing a marked change, with queries related to planning and preparation appearing as early as three months in advance. Initial searches focus on establishing key timelines and overall planning, as evidenced by keywords such as “What animal year is Tết 2026?”, “What day is the first day of Tết 2026?”, and “Tết holiday schedule 2026.” This indicates a desire for early organization and a structured approach to the traditionally busy period.
Data shows Vietnamese people are beginning to prepare for the Lunar New Year (Year of the Horse) about three months before the holiday and utilizing Google Search as a practical tool to aid in the preparation process.
As Tết approaches, search trends are evolving from general planning to concrete implementation. Queries related to timelines and travel, such as “how many days until Tết?” and “Tết 2026 flight tickets,” demonstrate a proactive approach to scheduling and travel arrangements, occurring earlier than in previous years. Approximately 28% of all Tết-related searches two months before the holiday center around consumption and lifestyle, with users showing high interest in “Tết decorations” and “Tết music,” as well as financial concerns like “2026 Tết lucky money.”
Cultural and Emotional Queries
Beyond practical preparations, Vietnamese people are using search to deepen their understanding of their culture and traditions. Over the past five years, younger generations have increasingly turned to Google Search to learn about the meaning and customs of traditional rituals. Searches like “things to avoid during Tết,” “prayers for the first day of Tết,” and “the five-fruit tray for Tết” reflect a growing desire to connect with cultural heritage.
This trend reflects a blend of tradition and modernity. Alongside nostalgic content like “Tết is coming” and “Tết calligraphy,” there’s also significant interest in new trends such as “Tết nails” and “Tết beer towers.” This suggests that Tết is evolving to embrace a more flexible and contemporary approach while still retaining its core values of family, food, and customs.
From Information Retrieval to AI-Powered Decision Support
A notable shift in is the transition from information retrieval to action-oriented searches, with users beginning to utilize Google Search’s AI Mode to process complex requests and receive assistance with decision-making. Marc Woo, General Manager of Google Vietnam, noted that AI-powered features are being developed as tools to support this preparation process, allowing users to easily access the information they need and reduce the burden of preparation, freeing up more time with family.
Vietnamese users are leveraging Google Search’s AI Mode to handle complex queries and support decision-making during the holiday season.
For example, when planning a Tết holiday trip, a user might request a recommended four-day itinerary for Đà Lạt, including estimated costs and a packing list. When participating in traditional events, they can upload a photo of a five-fruit tray to inquire about the appropriate arrangement according to local customs. Even when choosing attire, users can upload a photo of a traditional áo dài to find stores selling similar items and obtain information about materials and product features.
The increasing use of AI tools is not replacing traditional Tết values, but rather enhancing the experience. AI is acting as an assistant, helping Vietnamese people celebrate Tết more proactively, conveniently, and richly. As Google Vietnam’s Marc Woo stated, the data indicates a growing trend of Vietnamese people preparing for Tết in a more systematic way, with AI-based features being developed to support this process.
We’ve been with Vietnamese people on their journey to prepare for Tết (Lunar New Year).
From “Tết weather forecast” to “how to wrap bánh tét,” Google Search is a useful tool for Vietnamese people during the Tet holiday.
Gemini can help recommend personalized greetings, manage budgets, and organize schedules.
Despite the increasingly modern way of preparing, the core values of Tết are still preserved. In particular, technologies such as artificial intelligence (AI) are playing a supporting role in helping Vietnamese people celebrate Tết more proactively, easily, and richly.
Source: https://nld.com.vn/nguoi-viet-don-tet-thong-minh-hon-voi-google-tim-kiem-va-ai-196260211205348062.htm
