The document proposes celebrating Vietnamese Lunar New Year according to the Gregorian calendar instead of the Lunar calendar in order to minimize spiritual burdens and maximize enjoyment of Tet. It notes that Vietnamese spiritual beliefs are tied to the Lunar calendar, which can create apprehension and fear around properly fulfilling rituals. By celebrating Tet according to the solar calendar, it argues people could avoid these spiritual burdens while still maintaining rituals and traditions of Tet celebration. A strategy is presented where clips show foreigners not understanding Vietnamese Tet apprehensions, while young Vietnamese also react to their own traditions, and a mixed Western-Vietnamese New Year celebration demonstrates enjoying Tet without such concerns.

1. T E T C A S E
HIEU AN | QUANG MINH | BAO NHU | TON HAO

2. DEBRIEF
WHAT TO DO
Government campaign to persuade Vietnamese to integrate Western New Year & Vietnamese New Year
CHANGE
THE TIME we celebrate: 11 days
off from 30/12 to 8/1, according
to Gregorian calendar, not
Lunar calendar anymore
KEEP
THE WAY we celebrate as usual
Rituals & meaningful traditions actually make
the taste of Tet “more Tet” (ex: “cung Giao
thua”, visit relatives’s house, lucky money, etc)
They influenece people’s enjoyment during
Tet.
OUR CHALLENGE
why
why

3. TARGET
AUDIENCES
• Age: 25– 35 years old
• Live in key cities
• Knowledgable
• Christian or No religion or Ancestry worship
• Not too superstitious
• Too busy

4. FACTS
The tenth lunar month is
the most auspicious time
for weddings
The 5th, 14th & 23th lunar
day of the month is
unlucky time for going out
The 1st lunar day of the
month is a very unlucky
time for getting hair cut
Every SPIRITUAL BELIEFS of Vietnamese start from LUNAR CALENDAR
so it will be impossible for us to negate the role of Lunar Calendar in life

5. OBSERVATION
Besides happiness and excitement in Tet, people are
often under pressure & stressful before Tet and after
Tet if the desired outcomes are not as expected.
What if we don’t have the right “five fruits tray”?
What if our apricot flowers not bloom at the right time?
What if we don’t have right first person to enter the
house?
etc.
This pressure mostly comes from NEGATIVE SPIRITUAL
BELIEFS links tightly with LUNAR CALENDAR, not from
rituals in Tet,
Both rituals in Tet & spiritual beliefs cannot be
removed in Vietnamese’ mind

6. “TET”
SPRIRITUAL BELIEFS
We can call it “Tet-phobia”: Tet actions forecast same
things in the upcoming year
On the 1ST, 2ND, 3RD LUNAR days of Tet:
DO NOT sweep any of dust & dirt out of the house [62.1%]
→ afraid to sweep all the wealth away
DO NOT let unsuitable guest enter the house first [61.7%]
afraid bad character brings misfortune tone for all year
DO NOT break things [49.8%]
→ afraid to be broken all year
DO NOT take medicines in spite of sickness
→ afraid to be weak & sick all year round

7. DIG DEEPER
I want to have a FULLY ENJOYABLE Tet
A Tet with just excitement & happiness
A Tet without burden & pressure
From rituals
If I do not follow them correctly, I will be unlucky all year
Because of spiritual factors tie to LUNAR CALENDAR
I FEAR OF IT
What do mean by
“fully enjoyable”?
What do mean by “just”?
Where “burden &
pressure” come from?
Why?
Why?
What that makes you feel?

8. BRAND TRUTH: NEW TET
Less spiritual burden
because it follow
solar calendar not
lunar calendar
CATEGORY TRUTH: TET HOLIDAY
Reunion
Longest relaxation escaping from
burden after all year working
Rituals
CONSUMER TRUTH:
Have fear of
spiritual factors
INSIGHT:
I want to FULLY ENJOY Tet. But my
enjoyment is often subdued by
my apprehension and FEAR of
not fulfilling the expectations of
SPIRITUAL BELIEFS

9. What if we celebrate A new Tet with full of ritual features BUT NO spiritual burden?

10. STRATEGY
New Year in solar calendar in Vietnam & Asia in general is not tied to spiritual beliefs
Not only avoid the spiritual burden in Tet but also not negate the spiritual beliefs tied to the lunar calendar
We are not trying to solve supersitions issue or negate spiritual beliefs when it comes to lunar calendar
We are giving a new time - solar calendar for the old Tet to minimize spiritual burden.
The easier way for Vietnamese people to accept the new Tet with enjoyment
- - CHANGE TIME -
CELEBRATE VIETNAMESE LUNAR
NEW YEAR ACCORDING TO
SOLAR CALENDAR

11. Why we CANNOT just simplify Tet and celebrate it in Lunar new year?
The more time Vietnamese people still celebrate Tet
according to lunar calendar, the more they strongly stick
to spiritual beliefs during Tet -> The more superstitious
they can be -> The more fear inside them -> The more
difficult to tell them to minimize burden from that fear
This is not a smart way when the rooted environment – lunar calendar is
still there along side with spiritual beliefs at Tet

12. B I G . I D E A

13. MAIN
KEY HOOK
Series of
React Clips
Key message
Minimize spiritual burdens to maximize Tet’s enjoyment

14. Foreigners compare and contrast with
their New Year holidays full of love and
true celebration.
Let foreigners react to the
apprehensions that Vietnamese people
fear during Tet like not being able to
come over friends’ house on Text
holidays, etc.
Explaining to the foreigners that these
fears and apprehension comes from
Foreigners asking Vietnamese to join
their Tet

15. Explaining to them that if we
celebrate Lunar New Year the
usual way, but according to
Gregorian calendar, none of the
apprehensions would happen.
Young Vietnamese react
to the apprehensions
that their own people go
through during Tet
Showing them how foreigners
celebrate their new year. They
also clean their house, enjoy
new year, coming to friends’
and family’s house. Without
apprehensions that come
along with Lunar New Year.

16. A 20 minute clip on how the two
cultures collide for the better
• Featuring how fun and happy a Vietnamese
wife who is married to a Westerner enjoy their
Western New Year in Vietnam.
• The wife brings her cultural practice like
cleaning house before Tet, offering incense to
her & her husband’s ancestors, buying new
clothes for her babies
• The husband asks friends and other family
members to come to their new year party.
• Showing how enjoyable Western New Year
without apprehensions and taboos is.

17. Thank you!