As Vietnam gears up to celebrate the 50th anniversary of the South Liberation Day on April 30, 2025, the atmosphere is electric, with online fashion stores cashing in on the patriotic fervor. The recent surge in sales of apparel and accessories related to this historic milestone has been nothing short of remarkable. According to YouNet ECI, 38 of the top-selling stores on TikTok Shop alone have sold over 161,000 products, generating a staggering total revenue of 13.7 billion VND, which translates to hundreds of millions of VND daily.
Fashion items, particularly T-shirts designed for adults and children, have dominated the market, accounting for 100,762 products sold—62.6% of the total quantity—and contributing a whopping 80.03% of the total revenue. These T-shirts, featuring images of the national flag and iconic Vietnamese landscapes, are priced around 130,000 VND each, making them accessible and popular among consumers. Accessories like keychains and stickers, priced at an average of 27,000 VND, have also seen impressive sales.
One online shop owner, Trang, shared her excitement, stating, "Our T-shirt sales have reached over 700 pieces a month thanks to the trend of 'patriotic shirts.' This is quite significant for a store that has only been open for about two months." Her observations highlight a broader trend where newer stores are quickly capturing the market, with established shops likely seeing even higher sales figures.
The buzz surrounding the upcoming anniversary is not limited to shopping. Social media platforms are abuzz with discussions and interactions related to the celebrations. From March 23 to April 19, 2025, the topic of activities celebrating the anniversary attracted over 2.07 million discussions and 14.67 million interactions, as reported by YouNet Media. The national-level parade event has garnered attention from more than 270,460 users, showcasing the public's enthusiasm.
Interestingly, TikTok has emerged as a vibrant platform for these discussions, accounting for 37.46% of the total engagement. Users have shared videos capturing the spirit of training sessions and military personnel, alongside searches for patriotic fashion items. The sales figures reflect this growing enthusiasm, with fashion product revenue skyrocketing from 3 billion VND in the last week of March to 5.7 billion VND in the third week of April, with expectations of continued growth as the anniversary approaches.
Accessories, while experiencing a slower growth rate, peaked in revenue during the week of April 6-12, 2025, reaching 1.1 billion VND. This indicates a strong consumer interest in various products that symbolize national pride.
Moreover, the spirit of celebration is palpable across Vietnam, especially in Ho Chi Minh City, where parades and street decorations are attracting millions of spectators. The campaign "Vươn mình vượt trội cùng Techcombank" has taken social media by storm, utilizing the Skyball AR Filter on TikTok to encourage individuals to strive for a "superior version" of themselves. This initiative aims to inspire Vietnamese citizens to act and contribute to the country’s development.
Thanh Tâm from District 1, Ho Chi Minh City, expressed her enthusiasm, noting, "This is a great way to express national pride on this occasion!" A group of office workers in Hanoi echoed her sentiments, stating that the campaign is an effective way to evoke the national spirit at the right time and place. The AR Filter allows users to transform their appearance with a simple gesture, making it a fun and engaging way to participate in the celebrations.
Techcombank's campaign builds on its previous initiatives, including the creation of over 40,000 inspiring songs using AI in 2024. This latest effort has already generated thousands of videos and millions of interactions, showcasing the collective pride and creativity of the Vietnamese people.
Notable figures, including singer Soobin Hoàng Sơn, have joined the trend, sharing their experiences of seeing a new version of themselves through the TikTok filter. "For me, the youth have many ways to express their love for the country—through music and technology. Just one simple action on TikTok has helped me feel my love for the nation in a unique way," he stated. Actress Phương Anh Đào also participated in the campaign, showcasing her enthusiasm in a charming manner.
Even model Mai Ngô, known for her TikTok tutorials, took part in the trend, demonstrating her patriotism. Singer Kiều Anh shared her pride in being part of this movement, emphasizing the importance of individual efforts in contributing to a stronger and more developed Vietnam.
As the anniversary approaches, it is clear that the combination of online shopping, social media engagement, and community spirit is fostering a sense of national pride among Vietnamese citizens. Each T-shirt, keychain, or sticker not only serves as a souvenir but also acts as a symbol of unity, joy, and shared pride during this significant historical celebration. With the momentum building, the 50th anniversary of the South Liberation Day promises to be a landmark event, reflecting the resilience and spirit of the Vietnamese people.
