Le Cong Tuan, owner of two stores in Ho Chi Minh City selling aodai, a two-piece Vietnamese outfit consisting of a fitted silk tunic worn over pants, said that over the past three months he has been selling 5,000 a month in stores and online.
Tet (Lunar New Year),Vietnam’s largest and most important festival will last from February 8 to 14, 2024. The traditional festival will peak on February 10.
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Two young people wearing the ao dai for a photoshoot at a cafe in HCMC’s Phu Nhuan district. Photo by VnExpress/Bao Tran |
“This time last year I sold about 1,000 aodai. Sales therefore quintupled. »
This year, buyers prefer the classic aodai, which has a five-piece design and is made from materials like linen and silk, compared to modern designs in recent years.
Many clothing and specialized aodai stores experience a sharp increase in sales before Tet.
The four most popular e-commerce platforms, Shopee, Lazada, Tiki and Sendo, sold 245,000 units. aodai last month, up 6% from last year, according to data tracker Metric.
On e-commerce platforms, 2,200 sellers offered 894,000 aodai last year, according to Metric.Aodai priced from 200,000 to 500,000 VND, the most popular.
The owner of a aodai The HCMC-based brand said sales were booming: “There were times when we had to temporarily close our stores on all platforms because we couldn’t keep up with orders.”
Tuan said the demand was partly due to a viral trend of taking photos in aodai celebrate Tet on social networks.
“Half of our customers have never worn ao dai before, so they want to try it this year because many people wear it too.”
Social media metrics tracker Social Trend declared “beautiful ao dai”, “modern aodai,” And “aodai designs” are currently popular keywords for search.
A survey conducted by Buzzmetrics, a social media specialist, found that “taking photos”, “shopping” and “red envelopes” were the most discussed topics on social networking sites in the run-up to the Christmas holidays. Tet.
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Tran Nguyen and her colleague wearing the ao dai and posing for a photo in January 2024. Photo provided by Tran Nguyen |
Tran Nguyen, who spent 300,000 VND on an ao dai for Tet, said the price is reasonable considering its aesthetic value.
“Aodai is not more expensive than casual clothes, but it is very suitable for the traditional atmosphere of the Tet vacation. I will also wear it on Lunar New Year.”
In recent years, the aodai has been promoted and honored through various events and festivals.
Thanks to social media, young people increasingly like to wear this item of clothing, especially on special occasions and photo shoots.
