Southeast Asia represents a market of 680 million consumers[1]然而，就节假日安排而言，东南亚仍然是全球最分散的地区之一。与西方市场同步的圣诞节和新年假期不同，东南亚五大经济体——越南、泰国、印度尼西亚、马来西亚和菲律宾——的主要节假日各不相同，这主要受不同的宗教和文化传统影响。了解该地区的主要节假日远不止于制定营销日程。这些节日从根本上影响着供应链运营、劳动力供应、港口拥堵，以及最为关键的现金流动态。对于投资东南亚的企业而言，节假日影响分析决定着其运营可行性、营运资金需求和竞争地位。

The Big Three: Categorizing Major Holidays by Business Impact

Public holidays in Southeast Asia vary widely, from 9 to 27 days, creating uneven operational downtime risks that businesses must account for in regional planning. On average, the country with the highest number of public holidays is Indonesia, with approximately 27 days, of which Eid al-Fitr (the festival that marks the end of Ramadan) is the longest holiday, lasting about 10 days.

Comparing holidays in some Southeast Asian countries

B&Company 的合成

农历新年集群：越南春节

越南春节（农历新年）造成了东南亚持续时间最长的生产力中断。2026年的春节以2月14日为中心，但其对生产运营的影响将持续8周。工厂至少停工7-14天，考虑到节前减产和节后复工，实际停工时间可能达到20-25天。大规模返乡潮导致数百万工人提前两周离开城市工作岗位。春节前两周，海防和胡志明市的港口交通严重拥堵，因为企业都在赶在停工前完成货物运输。此外，越南在春节期间还接待了1250万游客，许多地方的旅游收入高达万亿越南盾。[3].

Vietnamese people shopping for Tet

来源： 越南经济

Total Tet 2026 spending is projected to reach USD 153.4 billion, representing a 7.2% increase compared to 2025[4]. Consumer spending during Tet remains heavily concentrated in traditional categories. NielsenIQ confirms that Vietnam’s fast-moving consumer goods (FMCG) sector has maintained stable growth over the past three years, with Tet accounting for approximately 20% of annual FMCG revenue within this compressed period. Vietnamese behavior follows a three-phase pattern: planning and early purchases begin 40+ days before Tet, intensive buying occurs 10-20 days prior, and post-Tet shifts to self-reward spending on medical services, spa treatments, and personal indulgences.

Tet causes a significant operational slowdown across Vietnam. Unlike other regional holidays where business activity merely decelerates, many sectors experience widespread pauses, often requiring 15-20 days (including pre-Tet, during Tet and post-Tet period) of reduced operational capacity with near-zero productivity.

Religious Festival Cluster

Ramadan and Eid al-Fitr

Indonesia and Malaysia share Ramadan and Eid al-Fitr (Hari Raya Idul Fitri in Indonesia/Hari Raya Aidilfitri in Malaysia) as their primary commercial seasons, while the Philippines centers on Christmas. Despite religious differences, these holidays fundamentally alter consumption patterns for extended periods.

Ramadan in Indonesia and Malaysia transforms operations for an entire month. In Indonesia, money circulation during the Eid period (which follows Ramadan and overlaps the spending surge) would reach about USD 8.33 billion in 2025[5]. The Hari Raya Idul Fitri holiday period is also known as Lebaran, a holiday that celebrates the conclusion of the fasting month of Ramadan. In Indonesia, Lebaran 2025 typically results in around 10 days off, combining 2 official holidays, government-designated joint leave days, and weekends, making it the longest break of the year despite joint leave being mandatory only for civil servants.

印尼穆斯林在斋月的第一晚参加名为“泰拉威”（Tarawih）的晚间集体祈祷。

来源： Asharq AI-awsat

During Ramadan month, prior to Lebaran, working hours shift dramatically, with many businesses adopting 9 am-4 pm schedules to accommodate fasting employees. Consumer shopping inverts, with peak retail activity occurring 5 pm-9 pm after iftar (the evening meal to break the fast during Ramadan). Restaurants close during daylight but experiencea  surge in demand in the evenings. This creates complex logistics, as capacity adjustments cannot be treated as a typical “holiday rush”; rather, the demand surge occurs daily over a 30-day period and takes place outside normal operating hours.

斋月最后十天是商业活动的高峰期。印尼的“返乡潮”（mudik）类似于越南的春节大迁徙，预计到2025年将有1.465亿人返乡。[6]造成物流瘫痪。马来西亚的“返乡潮”也遵循类似的模式，但受到的影响较小。

印尼政府规定，公务员在开斋节前会收到相当于一个月工资的开斋节奖金（Tunjangan Hari Raya，简称THR）。2025年，政府已向公务员提前发放了50万亿印尼盾的开斋节奖金。[7]. This creates predictable liquidity injections 2-3 weeks before Lebaran, enabling businesses to time promotions accordingly.

Christmas in the Philippines

圣诞节造就了东南亚最长的商业旺季。从九月开始，一直持续到新年，长达四个月的“ber”月份（指9月至11月）是圣诞节营销的旺季，前所未有。此外，圣周（从濯足节到复活节）通常会带来四天的假期，而圣诞节和新年期间的年末长假也提供了相当长的休息时间，有时甚至长达一周或更久。

Filipino Christmas

来源： Expat.com

The peak holiday period typically runs from 24 December to 2 January, during which airports and seaports operate under severe congestion. An estimated one million arrivals enter Manila each December to make it in time for Noche Buena dinner. Beyond homebound travel, major tourist destinations such as Boracay, Cebu, and Baguio also record sharp spikes in visitor numbers (for example, Boracay welcomed 227,828 visitors in December 2025 alone)[8]. December is likewise the peak month for inbound remittances, typically accounting for approximately 9-10% of annual inflows, reaching about USD 3.7 billion in December 2024 alone[9].

泼水节系列：泰国泼水节

泰国泼水节（4月13日至16日）是泰国传统的新年庆祝活动，已发展成为东南亚最大的旅游盛事之一。2025年的泼水节在高峰周吸引了666,180名国际游客，比上一周增长了10.731万吨。[10]. Most factories in major industrial zones (such as those in Rayong and Ayutthaya) shut down completely for at least five days. Workers commonly use annual leave to extend the holiday to nine or ten days.

The Thailand Songkran festival

来源： 越南加

泼水节的影响与春节截然不同。它不会像春节那样导致生产停滞或重新分配消费时间，而是会在酒店业造成短暂但巨大的产能激增，同时在其他方面造成短期混乱。酒店入住率爆满，价格也水涨船高。交通运输也达到满负荷运转，航班和火车票提前数周就被预订一空。企业运营面临短暂但彻底的停工。由于泼水节的庆祝活动，公路交通变得不可靠。这四五天的周末假期造成了可预见的物流缺口。与春节的长期混乱或斋月长达一个月的行为转变不同，泼水节的影响短暂却影响深远。

Business Impact: Quantifying Operational Realities

Labor & Productivity: The 15-20 Day Challenge

东南亚节假日对劳动力市场的影响远超西方国家。越南和印尼面临的挑战最为严峻。在越南，春节期间，官方公共部门和企业的停工通常持续7-10天；然而，制造业，尤其是劳动密集型工厂，往往会停工15-20天，由于工人返岗延迟，生产能力往往在节后25-30天才能逐步恢复正常。印尼的开斋节也存在类似情况，工厂停工7-10天，但工人会延长休假或未能及时返岗，导致持续数周的劳动力短缺。在重大节假日期间继续运营的企业需要支付200-300万越南盾的工资溢价。对于劳动密集型行业而言，这些溢价可能会大幅降低利润率。

Thailand’s Songkran and Malaysia’s Hari Raya typically result in shorter and more manageable disruptions compared to other regional holidays. A key differentiating factor is infrastructure and population distribution. In Malaysia, stronger transportation networks and a more evenly distributed urban-rural population help limit prolonged workforce absence. In Thailand, while Songkran often triggers a near-complete 4-5 day operational shutdown, business activity generally rebounds quickly once the holiday ends.

Consumer Spending: Volume, Timing, and Category Shifts

Demand for goods during the Tet (Lunar New Year) holiday is expected to rise by more than 72% compared to the annual average[11]印尼的斋月和开斋节也呈现出类似的消费集中趋势。调查发现，菲律宾人在假期期间平均花费了月收入的331%，平均每人37106菲律宾比索。[12].

After Tet, categories like healthcare, beauty services, and dining surge as consumers shift from obligatory family spending to self-reward purchases. Conversely, post-holiday crashes occur elsewhere. After the Philippines Christmas, retail sales in January-February drop significantly as consumers recover from debt. Approximately 60% of Filipino families incur debt funding Christmas celebrations, creating 2-4 month hangovers[13].

Vietnam and the Philippines remain heavily oriented toward physical gifts, food hampers, clothing, and electronics. Thailand and Malaysia show stronger experiential spending, travel, dining, and entertainment, which impacts inventory management differently. Physical goods require significant pre-holiday inventory builds (creating cash pressure), while experiential services face capacity constraints.

2025年，越南电子商务规模达到421TP3万亿美元，同比增长[14], yet traditional trade still captures 84% of Tet shopping[15]. The Philippines experienced an average annual e-commerce growth of 40% in the Christmas season[16]. Ramadan traditions also influence shoppers’ behaviors throughout the day. During the fasting period in Malaysia in 2025, eCommerce transactions were lower at 71%, compared to 76% for the period prior to Ramadan[17]. However, after breaking fast, there is an increase in eCommerce sales to 29 percent, from 24 percent pre-Ramadan[18].

Supply Chain & Logistics: Managing Predictable Disruption

越南和印尼在春节和开斋节前2-3周会出现严重的港口拥堵。海防港和胡志明市港的集装箱吞吐量激增40-601吨/3吨。船舶等待时间从通常的2-3天延长至7-10天。这会引发一系列连锁反应——货物延迟交付、错过交货窗口，以及紧急空运成本高达海运成本的5-10倍。东南亚的国际企业所需的安全库存比欧洲或北美企业高出15-251吨/3吨。采用准时制生产的制造商必须在春节或开斋节前至少保持3-4周的缓冲库存。

返乡和返乡潮会造成交通运输系统暂时瘫痪。爪哇岛的公路在开斋节期间，以及越南的南北走廊在春节期间，都会因交通堵塞而无法通行，商业物流难以开展。行程时间从6-8小时延长至15-20小时。货运公司通常会在这些时期拒绝接受预订，导致公路货运实际上停滞7-10天。

Strategic Recommendations for Investors

The Six-Month Planning Horizon

东南亚地区的业务运营至少需要提前六个月规划重大节假日。例如，春节的筹备工作需要在八九月份就开始，开斋节的准备工作则需要在十月初到十一月初启动，而菲律宾的圣诞节则需要在六七月份就开始着手准备。如此长的准备时间是为了确保公司能够做出必要的运营决策，例如签订包含节假日停工条款的供应商合同、制定明确的劳动政策、签订包含节前截止日期的物流合同，以及安排资金用于库存建设和发放奖金。如果公司在十二月才开始春节的筹备工作，或者在二月才开始准备开斋节，则表明其运营不够成熟，很可能导致业务中断、收入损失或资金短缺。

Localizing HR Policies: Beyond Compliance

在东南亚，节假日期间的劳动力市场运作遵循文化逻辑。员工回家过春节、开斋节或圣诞节是理所当然的。如今，一些大型制造商提供“提前休假、提前返回”的奖励，即支付额外费用鼓励员工晚2-3天下班，提前2-3天返回。5-7天的运营延期意味着可以增加15-20万吨的生产时间。这些奖励（通常相当于20-30万吨的月薪）远低于生产损失的成本。灵活的假期安排是另一种有效手段。允许员工选择春节或圣诞节/新年假期，可以实现部分运营。在马来西亚，一些成熟的制造商会错开开斋节、春节和屠妖节的停工时间，从而全年保持60-70万吨的产能。

Multi-Country Diversification: Strategic Advantage

跨多个市场运营的公司利用节假日安排的差异化优势来获取竞争优势。例如，越南春节期间停工，而泰国和菲律宾则照常营业。印尼庆祝开斋节时，越南和泰国仍保持产能。对于零售和消费品企业而言，节假日安排的多元化能够带来全年稳定的收入，并在越南春节（1-2月）、印尼开斋节（3-4月）、泰国泼水节（4月）和菲律宾圣诞节（9-12月）期间达到收入高峰，从而平滑各季度的收入波动。

结论

东南亚地区零散的节假日安排既是该地区最被低估的商业挑战之一，也是其最重要的竞争优势。与节假日安排统一的市场不同，东南亚没有所谓的“淡季”——在这个地区，总有商机。

随着东南亚经济持续增长并融入全球供应链，了解节假日的影响变得愈发重要。该地区的文化多样性不仅没有减弱，反而随着经济繁荣而更加丰富，人们可以更充分地庆祝传统节日。那些能够驾驭节假日运营的企业不仅能够生存下来，还能从那些将东南亚节假日视为不幸干扰而非可预测、可管理且有利可图的节奏的竞争对手手中夺取市场份额。

*如果您希望引用本文中的任何信息，请善意地引用来源，并附上原文链接，以尊重版权。.

了解更多

酒店业和旅游业复苏：泰国和越南战略比较（2023-2025） 

2026年春节：塑造节日经济的消费趋势

[1] https://www.bain.com/about/media-center/press-releases/sea/e-conomy-sea-2025/

[2] “Ber-months” refers to the period from September to December, named after the months ending in “-ber,” and is commonly associated with the peak holiday and shopping season, especially in the Philippines.

[3] https://thongke.tourism.vn/index.php/news/items/243

[4] https://marketingai.vn/xu-huong-tieu-dung-tet-194251120163212657.htm

[5] https://jakartaglobe.id/business/eid-travel-and-spending-decline-in-2025-government-pushes-stimulus

[6] https://www.straitstimes.com/asia/se-asia/hari-raya-exodus-in-indonesia-comes-early-amid-work-from-anywhere-policy

[7] https://expatindonesia.id/2025/weaker-ramadan-spending-puts-pressure-on-economy/

[8] https://www.panaynews.net/year-end-tourism-boom-boracay-island-caps-2025-with-record-december-surge-tops-227000-visitors/

[9] https://www.bsp.gov.ph/SitePages/MediaAndResearch/MediaDisp.aspx?ItemId=7426

[10] https://thailand.prd.go.th/en/content/category/detail/id/2078/iid/382627

[11] https://en.vneconomy.vn/tet-shopping-demand-to-surge-72-above-annual-average.htm

[12] https://businessmirror.com.ph/2021/12/01/filipinos-spend-331-of-monthly-income-on-christmas/

[13] https://www.finmerkado.ph/post/hidden-cost-of-filipino-christmas

[14] https://en.vneconomy.vn/e-commerce-in-upward-trend-1250945.htm

[15] https://nielseniq.com/global/en/insights/analysis/2025/winning-vietnams-tet-holiday-optimizing-fmcg-growth-for-the-next-season/

[16] https://business.inquirer.net/496955/pinoys-urged-to-practice-responsible-spending-during-christmas-season

[17] https://malaysian-business.com/wptest/2026/01/20/online-retail-and-travel-purchases-in-malaysia-increase-in-the-lead-up-to-ramadan/

[18] https://malaysian-business.com/wptest/2026/01/20/online-retail-and-travel-purchases-in-malaysia-increase-in-the-lead-up-to-ramadan/