2026 marks a significant shift in how Vietnamese people prepare for the Lunar New Year (Tet), according to recently released search data from Google. While Tet-related queries previously spiked only 1–2 months before the holiday, searches now begin appearing as early as three months in advance.

In the initial phase, users primarily seek orientational and overview information, such as dates and holiday schedules. Popular queries include “Which zodiac animal is Tet 2026?”, “What date is the first day of Tet 2026?”, and “Tet 2026 holiday schedule.” This suggests that Vietnamese consumers are trending toward long-term planning rather than the last-minute rush of previous years.

As the holiday draws closer, search behavior shifts toward detailed planning and execution. Queries such as “how many days until Tet” or “Tet 2026 flight tickets” reflect a need to proactively arrange travel logistics. Approximately two months before the festival, lifestyle and consumer-related searches begin to dominate—accounting for an estimated 28% of total Tet-related queries—focusing on familiar topics like “Tet decorations,” “Tet music,” and “Lunar New Year 2026 bonuses.”

A standout highlight of the Tet 2026 trends is the transition from purely informational browsing to action-oriented searches and decision-making. Faced with an increasing volume of preparations, Vietnamese users have begun leveraging "AI Mode"—a new feature in Google Search—to handle complex needs that require deep information and context.

Instead of searching for fragmented pieces of information, users can now pose detailed, conditional questions or combine text with images to receive comprehensive, synthesized recommendations.

According to Mr. Marc Woo, Managing Director of Google Vietnam, the data indicates that Vietnamese people are becoming increasingly organized and proactive.

“With AI Mode, Google Search has evolved into a supportive companion for the Vietnamese people throughout the preparation process for the most important festival of the year. This helps users organize information more efficiently, allowing them more precious time to spend with their families,” said Mr. Woo.

Beyond material preparations, search data also shows that Vietnamese users, particularly the younger generation, are proactively seeking a deeper understanding of traditional cultural values. In recent years, Google Search has increasingly served as a key reference channel for clarifying customs, rituals, and the profound meanings behind the traditional Lunar New Year.

Source: VNECONOMY