- Jun 17, 2025
Gift Giving Consumer Trends 2025 in Vietnam (Q2-Q3)
Vietnam's gift giving trends in 2025 focus on three main pillars: personalization, sustainability, and practicality. This reflects consumers' preference for gifts with personal touches, environmental friendliness, and high practical value. With 67% of Vietnamese believing their financial situation will improve and 63% increasing spending on essential goods, the gift market is transforming strongly toward quality and meaning.
Gift trends 2025 - When hearts and wallets both say "yes"
Market Context and Economic Situation
Economic Recovery Drives Consumer Spending
2025 marks an important milestone as Vietnam records GDP growth of 6.8-7.0%, exceeding initial expectations and boosting fast-moving consumer goods (FMCG) recovery. The retail market is forecast to reach $488 billion by 2029, growing 12.05% from $276 billion in 2024.
The middle class is expanding with over 5.9 million households earning above $1,000/month, creating strong demand for high-quality gift products. Average income increases by 500,000 VND per month give consumers more room for shopping.
Growing middle class - Deeper pockets, fancier gifts
Demographic Changes and Consumer Habits
Gen Z and Millennials are leading consumer trends, with Gen Z making up 25% of the workforce (about 15 million people). They quickly adopt technology and prefer experiences over ownership. This group is tech-savvy, shops across multiple channels, and especially values product personalization.
Key Trends in Gift Giving Consumer Behavior 2025
Personalization - The Leading Trend
Gift personalization has become an effective solution helping recipients cherish and maintain close relationships, from engraving names and printing logos to creating personal messages based on individual preferences. 68% of employees prefer choosing their own gifts and 37% favor gift cards, showing that flexibility and respect for personal preferences are increasingly valued.
Companies no longer choose "one size fits all" gifts but instead carefully study each target audience. For example, a pen with a partner's name engraved, leather notebooks with company logos, or feng shui paintings with lucky messages all show thoughtfulness and create lasting impressions.
Personalization - From "one size fits all" to "just for me"
Sustainability and Environmental Friendliness
94% of Vietnamese consumers say they've experienced negative impacts from climate change, 74% are willing to pay 20% more for recycled products, and 85% plan to buy electric cars within 3 years. This strongly drives demand for green gifts.
Sustainable gift trends include products made from recycled materials like bags, notebooks from recycled paper, bamboo and wood dining sets, and organic products without harmful chemicals. These gifts not only protect the environment but also demonstrate corporate social responsibility.
Health and Wellness Gifts
After turbulent years of pandemics and natural disasters, health has become a priceless gift, driving wellness gift trends with products like pure honey, herbal teas, and premium nutritional nuts.
Popular health care products include health monitoring devices, personalized yoga mats, aromatherapy sets with candles, essential oil diffusers, and herbal teas. These gifts send the message "let's stay healthy and happy together in the new year."
Wellness gifts - Since health is wealth, gifts must be "healthy" too
Combining Tradition and Modernity
Tet gift sets showcase cultural identity with signature products like tea, coffee, jam, traditional cakes, and handicrafts, designed according to North-Central-South regional characteristics. Gift designs use eco-friendly materials, bright colors, and folk cultural patterns like apricot blossoms, lotus flowers, cranes, and bronze drums.
This trend reflects Vietnamese people's desire to preserve cultural identity while keeping up with modern times, creating gifts that are both meaningful and contemporary.
Analysis by Target Groups and Timing
Corporate Gifts (B2B)
76% of employees like gifts they can share with family or teams, showing a trend toward creating social connections and memorable experiences through gifts. For partners and VIP customers, premium items like designer watches, fine wines, luxury leather goods, or desk gifts remain top priorities.
Electronic gift cards have also become popular choices due to their flexibility and ability to personalize designs according to corporate branding. This allows recipients to freely choose products that suit their personal needs.
B2B gifts - Professional from A to Z, impressive from box to core
Tet Holiday Season and Q2-Q3
Tet (Lunar New Year) is always a peak consumption period with 16% growth compared to pre-Tet times, especially for food and beverage products. In Q2-Q3/2025, the shift toward practical and healthy gifts becomes increasingly clear.
Healthy gifts like homemade candies, Tet jams, and clean agricultural product baskets are not only delicious but also carry wishes for health and peace, meeting consumers' food safety needs.
Technology and Digital Experience
Smart Technology Gifts
Gift trends from early 2023 to now often feature technology elements added to traditional products like plastic boxes with QR codes showing expiration dates, voice-interactive vacuum cleaners, and temperature-displaying thermal bottles.
The combination of tradition and technology creates gifts that are both familiar and novel, suitable for modern consumers' digital habits.
Tech meets tradition - When QR codes "shake hands" with traditional gift boxes
Experiences Over Physical Items
Consumers increasingly focus on experiences rather than material value, leading to trends of gifting spa experiences, online courses, travel packages, or golf experiences with sports gifts.
These experiences create memorable moments and long-lasting spiritual value, meeting consumers' increasingly high quality-of-life needs.
Distribution Channels and Shopping
E-commerce Boom
Vietnam's e-commerce market is expected to reach $24 billion in 2025, up 20% from 2023, with users making an average of 4 online purchases per month, double that of traditional supermarkets.
52% of Vietnam's population uses the internet with strong growth trends, promoting omnichannel shopping models combining online and offline. This creates opportunities for gift brands to reach customers through various channels.
Online shopping - Buy gifts without leaving home, still "proper" like shops
Social Media and Viral Marketing
Gifts are not just items but also social interaction tools, as customers tend to photograph and post appealing and unique gifts on their personal pages. Smart businesses integrate social media elements into gift strategies, encouraging customers to share experiences.
Challenges and Opportunities
Budget Challenges
74% of consumers regularly check advertising flyers and discount coupons, and 54% try to buy groceries at the lowest possible prices, showing continued caution in spending. Despite positive economic recovery, consumer confidence hasn't fully recovered, and people continue to stick to smart consumption.
Smart budgeting - Save money but still stay "classy"
Opportunities from New Trends
Statistics show year-end gift revenue increased 1528.5% compared to the previous quarter, with the main segment from 500,000-1,000,000 VND and the popular segment from 100,000-200,000 VND. This opens opportunities for businesses to develop products suitable for various customer segments.
Forecasts and Recommendations
Trends Will Continue Developing
Personalization will become more sophisticated with AI and big data support. Sustainable gifts will become standards rather than trends. Digital and physical experiences will combine more closely, creating "phygital" gifts (physical + digital).
Business Recommendations
Companies need to invest in customer research to deeply understand personal preferences. Develop green and environmentally responsible gift product lines. Combine gift strategies with social media marketing to maximize viral effects.
Future of gifting - AI and big data "read" everyone's preferences
Wrap it up
Vietnam's gift giving consumer trends for 2025 are clear: personalization, sustainability, and practicality are the "golden trio" that brands need to master. Vietnamese people now don't just buy gifts to "have something to give" but want each gift to tell its own story.
From engraving names on pens for bosses to herbal tea sets conveying health wishes - everything shows thoughtfulness and understanding of recipients. The market is transforming strongly, and whoever grasps this "psychology" will lead the game.
CHUS hopes these detailed insights have given you a comprehensive view of Vietnam's gift market in 2025. Now it's time for brands to start planning and "go big" with these hottest trends!
