The data points to a clear shift in consumer psychology.

Rather than delaying decisions until the traditional year-end scramble, searches related to Tet Binh Ngo began rising sharply around three months before the holiday.

In previous years, search demand typically surged only one to two months ahead of Tet.

This year, however, users appear more proactive in building an overall plan.

At this early stage, orientation-based keywords such as “Tet holiday schedule 2026” and “What date is the first day of Tet 2026?” dominated search queries.

Data shows Vietnamese users are starting to plan for Tet about three months in advance, using Google Search as a real-time support tool.

Travel demand stands out as the top priority.

Searches for “Tet flight tickets 2026” indicate that many people are trying to lock in schedules early to avoid peak-season price hikes or sold-out seats.

About two months before Tet, search flows shift toward consumption and lifestyle, accounting for roughly 28 percent of total queries.

This is when keywords related to “Tet decorations,” “gifts,” and “Tet bonus 2026” begin to lead the trend.

One notable feature in this year’s report is the deep integration of artificial intelligence tools into the Tet preparation process.

Gen Z and Millennials, in particular, are turning to AI to explore cultural values that were traditionally passed down orally across generations.

Instead of conducting broad, generic searches, users can now pose highly personalized questions to Google’s AI mode.

For example, they may ask the system to design a detailed four-day itinerary in Da Lat with a budget estimate for a group of four.

They can upload a photo of a five-fruit tray and request feedback on whether its arrangement aligns with northern traditions.

They can search for similar ao dai designs through images and inquire about fabric characteristics before making a purchase decision.

According to Marc Woo, General Director of Google Viet Nam, Vietnamese users are preparing for Tet in a more proactive and structured way.

AI mode, he noted, is no longer experimental technology but a practical assistant, helping users handle complex needs so they can spend more time with family.

Despite the growing sophistication of digital tools, Google’s report shows that core values remain unchanged.

Nostalgic searches such as “Tet poetry” and “calligraphy characters” continue to sit alongside newer trends like “Tet nail designs” and “Tet beer towers.”

Beyond Google Search, tools such as Gemini are also being used to compose personalized Tet greetings or manage household budgets.

The convergence of data and technology is easing the pressure of holiday preparation, transforming what was once a burden into an experience many Vietnamese families can begin to enjoy well in advance.

Du Lam