Tet books are diverse in content and form.
The 2025 Tet book market witnessed positive changes with diversity in genres and distribution forms, reflecting the growing reading trend of Vietnamese people during the traditional Tet holiday.
This year, children's books are being published continuously, with the aim of connecting family members, creating opportunities for parents and children to gather and enjoy Tet, and introducing traditional Tet to young readers.
Celebrating the Year of the Snake, Kim Dong Publishing House has launched many special Tet books for children in many genres: poems, stories, knowledge books, skills, helping readers understand more about Tet customs across the country, and love the beauty of the traditional Tet of the nation. "Sip Tet At Ty", "All about Tet", "Tet, family is the best! - Peekaboo, Tet Phuong Nam!" or the book series "Tet Tuoi Tho" are special books for parents and children.
Meanwhile, publisher Puma Books took advantage of the blind box trend that caused a fever last year and applied it to its publications. The Lucky Blind Box Lucky Box Set celebrates the value of lucky money in the cultural life of Vietnamese people during Tet. Combined with the blind box tearing trend, the book series brings surprise and curiosity to young readers, including school supplies. Puma Books also launched the book series "Nourishing the Soul" with 8 diverse topics, educating children to say thank you, communicate well, learn creatively, and develop themselves.
Many other Tet publications have also been well received by readers, such as Dong A's "Tet Book At Ty 2025" with a limited edition hardcover and lacquer box; the book series "Reading books in spring, gathering to welcome Tet" by Dinh Ti Books; the 2025 book series including the bilingual poem What is Tet, Mom, a set of lucky money Folk nursery rhymes, exclusive book envelopes and Tet decoration stickers by Lionbooks; "Muon mien Tet" by San Ho Books opens up typical Tet spaces in 8 regions of the country, with Tet cards for young readers to send love to their loved ones...
Looking for book pages on the first day of the year
During Tet, people not only buy books to read but also consider this as an activity to connect families in the first days of the new year. Ms. Minh Hang (32 years old, Hanoi) has a 5-year-old child, shared: “This Tet, I set aside a small corner in the house as a reading space for the whole family. My children are very interested in books about traditional Tet with beautiful illustrations. During Tet, there are feelings of excitement and joy as well as nostalgia when remembering their homeland, this is a great time for the whole family to turn the pages of books, re-reading stories about Tet and traditional culture.”
This year’s children’s book segment has seen many innovations and creativity in content and form. That is why for many years, Tet books have become a favorite gift for parents. Young readers can also choose books about contemporary culture, touching stories about family, friendship, love, or motivation for self-development in the new year.
Talking to Lao Dong reporter, Ms. Pham Khanh Linh - Marketing Director of Puma Books - said: "Books for Tet play a very important role in the structure of book content during the year, enriching the seasonal content catalog, meeting the needs of readers during the festival period. On the occasion of the new spring, Tet books help connect traditional and modern values, becoming a bridge for the whole family to sit together to read books and listen to interesting stories. With the blind red envelope product with books and school supplies from Puma Books, this will be a special "red envelope" for children, instead of red envelopes of money like every year".
A special feature of the 2025 Tet book market is the appearance of many digitalized publications, allowing readers to experience content in many forms, combining listening, viewing and interaction. The combination of traditional printed books and modern publications has created a rich reading ecosystem, meeting the diverse needs of readers.
