Proactively plan to celebrate Tet from 3 months ago
If previously, the level of interest and search related to Tet usually only increased sharply in about 1-2 months before the holidays, this year's data shows that queries related to planning and preparation for Tet have appeared from about 3 months before Tet.
In the early stages, search behavior mainly focused on keywords such as "What year is Tet 2026", "What day is the 1st day of Tet 2026" and "Tet holiday schedule 2026".
As Tet approaches, the search trend of Vietnamese people gradually shifts to queries related to timelines and travel such as "how many days until Tet" and "2026 Tet air tickets".
About two months before Tet, queries about consumption and lifestyle prevailed, equivalent to about 28% of the number of searches related to Tet. Vietnamese people began to focus more on preparing Tet space and choosing gifts, reflected in the increase in searches such as "Tet decoration" and "Tet music", while paying attention to financial factors through queries such as "2026 Lunar New Year bonus".
Search for information to resolve questions about culture and emotions during Tet
Besides the needs related to arrangement and preparation, the data also shows that Vietnamese people are using Google Search to answer deeper concerns about culture and emotions during Tet.
A noteworthy trend in the past 5 years is that the younger generation is using Google Search to learn and access traditional cultural values more.
Queries such as "what to avoid during Tet", along with questions surrounding the reasons and meanings of traditional customs, show that Gen Z and Millennials are using Google Search as a reliable source of information to learn about culture. This trend reflects the need to learn about and practice traditional rituals in the modern context, reflected in the level of interest in contents such as "the first day of Tet prayer" and "the five-fruit tray of Tet".
From information search to decision-making support with AI
The most notable change in search behavior during Tet 2026 is that users are shifting from information reference queries to searches associated with specific actions.
In the context of the increasing workload to prepare during peak periods, Vietnamese people are starting to take advantage of AI Mode - the latest feature in Google Search to handle complex needs that require a lot of information and related contexts.
This change reflects an inevitable trend, as AI tools are gradually being applied in practice - no longer just stopping at concepts or experimental technologies, but becoming tools to support the processing of increasingly complex needs in daily life.
