The special highlight of the campaign is the Tet reunion event, held on January 25-26 (December 26-27 of the lunar calendar) at the Ho Chi Minh City Youth Cultural House. The guests are workers, students... celebrating Tet away from home.
In a space designed with the traditional Tet culture of each region, everyone will have the opportunity to sing, play, connect with friends and enjoy meaningful moments of reunion. In particular, the event also offers the experience of watching brilliant fireworks, creating perfect moments to welcome the new year.
The campaign was first introduced by Kinh Do during the 2024 Tet season, becoming a brand signature and was honored at the MMA Smarties Vietnam 2024 awards, winning a gold prize in the Brand Purpose/Activism category and a silver prize in the Diversity & Inclusion category.
From there, Kinh Do continues to elevate the campaign "Invitation to Gather 2.0" for the 2025 Tet season as a commitment to continuously innovate, preserve and promote Vietnamese Tet cultural values, accompanying each family on the meaningful journey of the festive season.
