B&Company was recently featured by Nikkei Asia for its insights into how consumer behavior in Vietnam is evolving during the Lunar New Year season. In the interview, B&Company highlighted a clear shift in festive consumption, with households becoming more selective, practical, and health-conscious in their purchasing decisions.

“Rather than stocking large quantities of sugary treats,” COO Nguyen Hoang Viet of B&Company told Nikkei, “households are prioritizing nutritious options that can be shared.” Candied ginger and other sweets used to be big holiday indulgences, but much of this tradition has given way to a growing emphasis on health and food safety. Some consumers are willing to shell out for certain items, including gifts that package imported delicacies like wagyu beef from Japan and cherries from Australia, B&Company said.

To read the full article, you can access it here https://asia.nikkei.com/business/retail/vietnam-lunar-new-year-now-means-holidaymaking-or-frugality

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