Imported Tet gifts thrive across market segments in Vietnam

Imported gifts for the Lunar New Year holiday, slated for next month, are now widely available across the country, from major supermarket chains and specialty foreign-goods stores to e-commerce platforms and small businesses.

These products span multiple price segments, from premium to affordable, reflecting broader consumer access and demand.

Thanks to the strong reputation of Wagyu beef, imported beef has emerged as one of the most popular Tet gift items.

Tran Huong, Vietnam business development manager of Meat & Livestock Australia, said more Vietnamese retailers are including Wagyu in their offerings, with prices for rump and round cuts ranging from VND600,000 (US$23) to VND800,000 ($31) per kilogram.

She emphasized that Wagyu maintains its premium image while remaining relatively accessible.

From an importer’s perspective, Phan Bich Ha, a representative of BioFarm, said demand for imported meat gifts remains stable among mid- and high-end customers.

Japanese Kobe and Matsusaka beef dominate the luxury segment, while more affordable sets feature chilled Australian beef and pork, cold cuts, and cheese.

According to Trinh Tran of the Dinh Phong meat chain, demand for imported meat and seafood rises by about 50 percent during Tet compared to normal months.

Angus and Wagyu cuts priced at VND2-4 million ($76-152) per set are among the most popular, while corporate clients ordering hundreds of gift sets often choose mid-range cuts starting from just over VND1 million ($38).

Aside from meat, imported confectionery continues to sell well.

A quick survey at major supermarkets in Ho Chi Minh City shows that foreign-brand cookies and candies, excluding those produced domestically under foreign labels, are attractively packaged with accessories.

For as little as VND200,000 ($8), shoppers can buy well-presented imported sweets from recognizable brands.

Small traders also report a spike in demand for imported candies and soft drinks from the United States, Japan, and Germany, which are purchased both for household consumption and as gifts.

Prices vary widely but are generally not considered excessive.

Popular imported items include Danisa cookies, priced from VND90,000 ($4) to VND400,000 ($15), and Ferrero chocolate from Italy, typically starting above VND200,000 ($8).

Retailers design themed Tet sets combining products from Japan, the U.S., and South Korea.

For example, a gift box featuring Korean red ginseng, tea, and candy, paired with Vietnamese bird’s nest drinks, sells for about VND1 million ($38).

Russian chocolates also occupy a niche market, with gift sets priced between VND1 million and VND2 million ($76).

More upscale imported gifts include Spanish cured ham, especially Iberico ham.

Depending on type and curing time, a whole bone-in ham weighing about 5kg costs from around VND4 million ($152), while Iberico hams can reach VND6 million ($229).

To broaden appeal, many retailers offer charcuterie-style gift sets combining cured meats, cheese, crackers, and fruit, priced from VND500,000 ($19) to VND2 million ($76).

Industry representatives caution consumers to choose reputable brands and remain wary of unusually cheap 'imported' products with unclear origins, emphasizing that quality and authenticity are key considerations during the Tet shopping season.