How Kinh Do Reframed Tết as an Open, Inclusive Celebration

Дата публикации: 05-08-2026 04:00:00

This Smarties X Global finalist case study explores how Kinh Do expanded the meaning of Tết by redefining reunion as an open, inclusive act. Through emotional storytelling, influencer-led invitations, digital-to-physical experiences, and a purpose-driven platform, the brand strengthened equity, delivered double-digit sales growth, and set a new benchmark for inclusive festive marketing in Vietnam.

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