Hanoi (VNS/VNA) — Vietnamese have splashed tensof billions of VND on ao dai (traditional longdresses), the national costume, via e-commerce platforms to dress up forthe co♛ming Lunar New Year (Tet) holiday.

This is sparked by the explosive trend of wearing the dress to take photos inthe months before Tet,which has led to a surge in demand for traditional costumes. Statistics of e-commerce data platform Metric showed thatVietnamese spent 41.5 billion VND (1.7 million USD) to buy 245,000 ao dai onfour e-commerce platforms, namely Shopee, Lazada, Tiki and Sendo, inDecember, two months before Tet,a rise of 6% against the same period last year. There have been a total of 224,200 successful orders from2,200 online stores. The most popular prices are between 200,000 VND and 500,000 VND perunit. Metric said that the online shopping trend for Tet outfits also reflectsthe fact that consumers are tightening spending in the context of economicdifficulty, which is predicted to continue in 2024. A survey by Buzzmetrics showed that “taking photos” is the thirdmost discussed topic after “shopping” and “lucky money” when Tet is approaching,adding that ao dai has emerged to be an interesting symbol of the connectionbetween the young generation and the nation’s cultural heritage. More young people are showing interest in and support fortraditional beauty and using ao dai tocheck in at famous locations or creating trending video content, according toBuzzmetrics./.