Marketing Southeast Asia

Nature Foods showcases modern ‘Tet meals’ in campaign promoting family togetherness

by Aliza Carmona

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January 30, 2026

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Vietnam – Nature Foods, a Vietnam-based manufacturer of dried and powdered foods, has unveiled a new campaign aimed at preserving traditional Tet meal rituals, helping families maintain their time-honoured gatherings despite increasingly busy lifestyles.

The Tết meal, or mâm cỗ Tết, is the traditional Vietnamese Lunar New Year feast symbolising family reunion, prosperity, and ancestral reverence. As part of the campaign, Nature Foods has released a music video titled “Contributing to a Full-Flavored Tet”, which tells the story of completing the family Tet meal and passing the tradition from one generation to the next.

The video opens with a grandchild asking, “Grandpa, is the Tet meal really that important?” The question triggers memories of past Tet meals, a time of scarcity when families still ensured the table was complete—not out of abundance, but as a way to share love and overcome hardship together.

The campaign highlights the challenge of maintaining Tet meal traditions amid busy modern lifestyles. “Contributing to a Full-Flavored Tet” is presented as a quiet, generational mission: the meaning of the Tet meal lies not in lavishness, but in togetherness. Historically, it involved long journeys to gather ingredients for a warm bowl of soup. Today, it focuses on ensuring families can still gather around the Tet table, even with hectic schedules.

The MV also features Nature Foods’ ISOUP freeze-dried instant soup, which preserves traditional flavours for modern life. When time for elaborate preparation is limited, ISOUP allows families to retain the familiar taste of Tet soup and preserve the shared moments of the family meal.

Alongside the MV, Nature Foods has launched its Tet Binh Ngo 2026 lucky money programme nationwide. Products within the Nature Foods ecosystem, including ISOUP HUUPS! , IYAUA, and NATAS, feature QR codes that provide phone top-ups and UrBox vouchers worth up to VND 1,000,000. The initiative aims to support families in completing their Tet meals while spreading the joy of reunion during the Lunar New Year.