(Report in Vietnamese only)

Overview 

This report provides a rapid assessment of 45 prominent TV commercials aired during the 2022 Lunar New Year (Tết) season in Vietnam, through the lens of representation and inclusivity. Tết is not only the most significant festive occasion in Vietnam, but also a peak period for advertising campaigns as brands compete to connect with audiences and boost sales. 

Developed under the Goodvertisings in Vietnam initiative, this study evaluates advertising narratives to better understand how individuals across different identities and roles are portrayed in mainstream media. The goal is to acknowledge progressive shifts, highlight existing limitations, and suggest improvements for creative professionals and brands who seek to communicate more responsibly. 

This publication aligns with international efforts such as the UN Women’s Unstereotype Alliance and other global movements that promote positive, stereotype-free content. It seeks to contribute to a broader industry conversation on how advertising can become a more inclusive tool in modern Vietnamese society, while encouraging storytelling that better reflects the realities and diversity of consumers. 

 

Key findings 

  • Of the 45 commercials analyzed, nearly half reproduced traditional or stereotypical representations of roles in families and society. 
  • Common themes involved women as caregivers, homemakers, or in supporting roles, while men were often shown as decision-makers or income earners. 
  • Few ads showcased non-traditional roles or shared responsibilities between household members. 
  • Some positive shifts were noted, such as depictions of emotional expression among male characters or multigenerational bonding beyond roles perceived by society. 
  • Representation of individuals from minority or diverse groups was limited. 
  • Only a few brands actively broke away from outdated norms, reflecting more progressive messaging. 

 

The Lunar New Year (Tết) is one of the most celebrated and anticipated holidays in Vietnam. It marks a period of increased consumer activity and serves as a key moment for brands to release impactful advertising campaigns. 

This report provides a rapid assessment of 45 notable Tết 2022 TV commercials, viewed through the lens of diversity and inclusive representation. The intention is to acknowledge positive trends, identify opportunities for improvement, and offer suggestions to the creative and brand community. 

The report is part of the Goodvertisings in Vietnam campaign – an initiative that promotes thoughtful, inclusive advertising content. In line with international industry efforts such as the UN Women’s Unstereotype Alliance, Kantar’s  Getting Gender Right, or Think with Google’s Diversity and Inclusivity Report, this initiative encourages marketers to avoid outdated portrayals and work toward more authentic storytelling in modern society. 

Goodvertisings – Lunar New Year Advertising 2022 through a Representation Lens