Foreigners intrigued by Vietnam’s take on Valentine’s Day
While stopping at a red light in HCMC, Daniel Thompson, 30, was struck by the sight of sidewalks overflowing with flowers and gifts.
« I do not even need to check the calendar to know Valentine’s Day is coming, » the Briton says.
« Vietnamese people take this day very seriously. »
Having lived in Vietnam for six years, Thompson still remembers his surprise at seeing chocolates, teddy bears and gifts sold on sidewalks. In the U.K., such items are typically found inside stores. He had assumed a European-origin holiday like Valentine’s Day would not be widely celebrated in Vietnam, but quickly realized he was mistaken.
Two weeks before Feb. 14 advertisements fill shop windows, and cafes and restaurants launch special promotions for couples. « People in Vietnam take Valentine’s Day more seriously than in my home country, » Thompson says. « Men put a lot of effort into planning dates, and women expect flowers and gifts. »
In the U.K., Valentine’s Day is typically a simple affair with dinner and a movie and nothing extravagant, he says.
When he started dating a Vietnamese woman he embraced the local culture, pre-ordering flowers and chocolates and booking a restaurant weeks in advance.
He sees many women eagerly share pictures of their Valentine’s Day gifts on social media. « It was surprising at first, but I have come to understand that this is part of the culture. »
The enthusiasm for the holiday is reflected in consumer spending. According to online shopping platform Picodi, Vietnamese people spend an average of VND1.3 million (US$51) on Valentine’s Day gifts. Men typically spend VND1.4 million or VND500,000 more than women.
A study by market research firm Statista found that 42% of Vietnamese plan to buy Valentine’s Day gifts, spending an average of $28. Flowers are the most popular choice, accounting for 51% of purchases, followed by chocolates and candy at 22%. Last year people spent VND3.8 billion on chocolates.
Fabio Zaca, an Italian who has lived in Hanoi for 10 years, ordered flowers for his wife 10 days before Valentine’s Day this year. « Flowers and chocolates sell out fast; if you delay you might not find the perfect gift, » he warns.
When he first arrived in Vietnam in 2015 he noticed men proposing on Valentine’s Day, something rarely done in Italy, he says. He describes the atmosphere in Hanoi as similar to that of his home country, with stores decorated with roses and balloons and people queuing to buy greeting cards and teddy bears. « But I feel that in Vietnam more couples choose to dine out to celebrate. »
He says public displays of affection are common in Italy and other southern European countries while in Vietnam Valentine’s Day tends to be more discreet. Couples often take quiet strolls around Hoan Kiem Lake rather than engage in overt romantic gestures.
Catherine, 28, a Taiwanese woman who has lived in HCMC for five years, enjoys observing Valentine’s Day traditions. She finds it fascinating that women carry large bouquets and spend a lot of time taking photos in upscale restaurants. « Women expect to receive flowers, and men look forward to doing something special for their partners, » she says.
She is also impressed by the sheer volume of flower sales, with bouquets being available on sidewalks and in convenience stores and malls. Some shops even package flowers with money, stuffed dolls or jewelry, she says. « I am certain there are more buyers and sellers here than in Taiwan. It seems like every woman walks home with flowers on this day. »
She says in recent years she has noticed that Valentine’s Day is no longer just for couples: Many single friends and colleagues now celebrate the occasion as well. Women exchange small gifts like pastries or tea to show appreciation for one another.
« I love the idea of Valentine’s Day being a celebration of love in all forms. »
By Ngoc Ngan – VnExpress.net – February 13, 2025