Vietnamese goods dominate New Year market

Diverse and abundant Vietnamese products

These days, rice milling and packaging machines are operating continuously at Thuy Huong Production, Trading and Service Cooperative in Kien Thuy commune, Hai Phong city. Nguyen Thi Ha, Director of the cooperative, said that in anticipation of Tet demand, the cooperative took the initative from seed selection to cultivation area allocation to ensure output as planned.

Notably, all products of the cooperative are cultivated following organic-oriented methods and meet VietGAP standards, gradually strengthening their reputation in the market.

Beyond rice production, Thuy Huong Cooperative has also linked with farmers to cultivate and purchase potatoes, cabbages and cauliflowers, products with strong Tet demand. With nearly three hectares of concentrated cultivation and a purchase network involving local farmers, the cooperative plays an important role in ensuring a supply of fresh and safe vegetables for the city market during the year-end peak period.

At Huong Bien Fish Sauce Trading and Service Co., Ltd., preparations for Tet supplies have been underway for several months. With traditional fermentation combined with strict quality control, this year’s Tet batch is assessed as having high protein content, clear color, mild salinity and a naturally sweet aftertaste.

Along with quality investment, the enterprise has focused on improving packaging and labeling and applying QR codes for origin traceability, enabling consumers to easily identify genuine products.

On weekends in December, year-end shopping activity continued to intensify. At AEON Mall Le Chan, the shopping atmosphere has become more vibrant, with many promotional programs lasting several days. “In recent years, Vietnamese goods have changed a lot, from design to quality. Now when going to the supermarket, I can see domestic products everywhere, very diverse and attractive, no less than imported goods. Prices are reasonable and the origin is reliable, so my family mostly buys Vietnamese products,” said Trinh Thi Trinh, a resident of Ngo Quyen ward.

Stable market

In distribution, Vietnamese goods are clearly showing their advantage on supermarket shelves. According to Vu Thi Sen, Director of GO! Hai Duong Supermarket, the system prepares its Tet plan very early every year. As early as September and October, the supermarket works and signs contracts with suppliers to proactively secure supplies and prices.

For the 2026 Tet, the volume of goods is expected to increase by about 6% compared with the previous year, of which more than 90% are Vietnamese products or domestically-produced ones, focusing on the medium and upper-middle price segments. The total number of Tet items at GO! is around 20,000 products. “Consumers increasingly prioritize Vietnamese goods, from confectionery, candied fruits and seasonings to household items. Domestic brands, along with many local specialties, are increasingly being favored by consumers,” said Vu Thi Sen.

One of the highlights demonstrating the growing dominance of Vietnamese goods in recent years is the Tet gift hamper market. According to several supermarkets, sales of traditional Tet gift hampers are expected to rise by 30 – 40% compared with last year.

The 2026 Tet market in Hai Phong shows that Vietnamese goods are occupying a central position. The proactive efforts of cooperatives and manufacturers, a widespread distribution network, and market stabilization policies are creating an important foundation for Vietnamese goods to continue asserting their position. Above all, consumer trust is the “key” that helps Vietnamese goods maintain their market share at home.

HA NGA