Vietnam’s Lunar New Year Film Boom: A Sign of a Maturing Cinema Industry
Vietnam’s film industry is experiencing a period of dynamic growth, particularly evident during the Lunar New Year (Tet) holiday. This year’s Tet film season, featuring four competing titles, marks a significant shift from previous years where director Tran Thanh’s films often dominated attention. The increased competition, coupled with strong box office numbers, signals a maturing market and evolving audience preferences.
Tran Thanh’s Continued Influence and Genre Diversification
For the past four years, Tran Thanh has consistently released films during Tet, building a loyal following. His earlier works, like “The Godfather,” “Mrs. Nu’s House,” and “Mai,” primarily focused on family themes. However, “Tho Oi!” (Rabbit, Hey!!) represents a departure, blending thriller and romance elements. This willingness to experiment demonstrates a move beyond relying on established formulas.
“Tho Oi!” distinguishes itself through the inclusion of both amateur actors – Lily, Van Mai Huong, and rapper PAO – and established stars. This casting strategy generated significant buzz and contributed to the film’s initial success. As of February 24, 2026, “Tho Oi!” has already earned 2.8 billion VND, with potential to reach 3 billion VND and even 4 billion VND.
Beyond “Tho Oi!”: A Look at Other Tet Releases
While “Tho Oi!” leads the box office, other films released during Tet have also garnered attention. Le Thanh Son’s debut film, “Heavenly Treasure,” has been praised for its blend of tension, emotion, family themes, and humor. The film’s success is attributed to strong direction and performances from the cast, including Tuan Tran and Phuong Anh Dao.
Min Beta’s “The Scent of Pho” features a star-studded cast, including People’s Artist Quoc Tuan and People’s Artist Thanh Xuan, alongside actors from both North and South Vietnam. Despite some criticism regarding its dramatic and comedic elements, the film benefited from the popularity of People’s Artist Xuan Hinh.
Truong Giang’s “My Father’s One-Room Apartment” marked his return to directing. While receiving mixed reviews for its predictable storyline and lack of originality, the film still achieved a box office revenue of over 88 billion VND, thanks to the appeal of Truong Giang and Hieu Thuy Hai.
The Rise of Vietnamese Cinema and Future Trends
The Tet film season generated a total revenue of 409.4 billion VND across the four released films, exceeding the 2025 targets for many of the top performers. This success indicates a growing appetite for Vietnamese cinema and a willingness among audiences to support local productions.
Looking ahead, the Vietnamese film industry is poised for continued growth. New films like “Going Home,” “Thank You for Staying Up Late With Me,” and “Talent” (featuring singer My Tam) are scheduled for release in late February and early March, promising further competition and innovation.
The industry is not only focused on box office success but also on artistic development, aiming to captivate increasingly discerning Vietnamese audiences.
FAQ
Q: Which film is currently leading the box office during the Tet season?
A: “Tho Oi!” (Rabbit, Hey!!) is currently leading the box office, with earnings of 2.8 billion VND.
Q: What genres are becoming more popular in Vietnamese cinema?
A: While family dramas remain popular, there’s a growing trend towards genre diversification, including thrillers and romantic comedies, as seen with “Tho Oi!”
Q: Are Vietnamese films attracting a wider audience?
A: Yes, the increasing box office revenue and positive reception of films like “Heavenly Treasure” suggest a growing audience for Vietnamese cinema.
Q: What is the total revenue generated by the Tet film season so far?
A: The total revenue generated by the four films released during the Tet season is 409.4 billion VND.
Did you realize? Tran Thanh has develop into the first Vietnamese director to surpass 1 trillion VND in total box office revenue.
Pro Tip: Keep an eye on upcoming releases featuring popular singers and actors, as these films often generate significant buzz and attract large audiences.
What are your thoughts on the current state of Vietnamese cinema? Share your opinions in the comments below!
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