As Tet draws near, Vietnamese living far from home begin sending back more than just gifts – they send memories, gratitude, and the enduring bond of family. Understanding these deeply rooted emotions, Western Union launches its Tet 2025 campaign inspired by the traditional saying:
“A fish without salt will rot; a child who disobeys will go astray.”
By tapping into the emotional core of Vietnamese culture – filial piety and the sacred connection of family – the message evolves into the heartfelt tagline: “Send home this Tết, with all your heart”. The campaign aims to reconnect those living abroad with their loved ones, creating a story that resonates with authenticity and the unmistakable spirit of Vietnamese Tet.
Spreading True Emotions Through True Stories
The campaign is amplified through 6 KOLs/KOCs (Gia đình Sin Ú, Contho, Shun Ơiii, La Vy En Rose, Onlu du học Úc và Duy Cường), each sharing a personal and heartfelt perspective on Tet – stories about longing, reunions, separation, and the quiet efforts to send love from afar. These short but sincere narratives create a powerful emotional echo, allowing audiences to see themselves reflected: a child working overseas, a student spending their first Tet away from home, or parents waiting for a simple message of reunion from their children.
At Western Union, consumer emotion lies at the heart of every initiative. Each story is carefully selected to preserve its authenticity and highlight one universal insight: “No matter how far we go, home is always the place we long to return to.”
Bringing Tet Closer Through Activations Across Four Cities
To deepen the campaign’s impact, E-XPRO rolled out a series of Western Union experiential booths across four major Vietnamese cities – locations with high transaction demand and active international remittance communities:
- Ho Chi Minh City: December 23 – 27
- Can Tho: December 30 – January 3 (closed January 1 for New Year’s Day)
- Hanoi: January 6 – 10
- Vinh: January 13 – 17, plus an additional activation day on January 20
Each activation site is placed in a central, high-footfall location to encourage participation and engagement. This journey is supported by Western Union’s trusted agent banking partners: BIDV, Agribank, VietinBank, and VPBank, ensuring a seamless and reliable customer experience throughout the campaign.
A Warm and Welcoming Tet Atmosphere
At every location, E-XPRO designed a Tet-inspired activation booth featuring traditional red-and-gold tones and a signature backdrop that reads “Send love home this Tết, with all your heart”.
Visitors could enjoy:
- A Tet-themed check-in booth
- A “spin-the-wheel” station with instant rewards
- Friendly interactions with PG staff for Western Union program information
- Special Tet gifts as a gesture of appreciation
The space felt both festive and familiar – like stepping into a small corner of Tet right in the heart of the city.
Minigame – Instant Gifts With Every Check-In
To build excitement and increase engagement, the activation offered an easy-to-join minigame:
Step 1: Take a photo with the Western Union standee featuring the message “Send $400 to Vietnam for a chance to win a Massage Chair.”
Step 2: Post the photo publicly on your personal page with the campaign caption and hashtags
#WesternUnion #GuiTetveNha #TraotronYeuThuong #banks,
and tag three friends or loved ones living abroad.
Step 3: Show your post to the PG staff and spin the wheel for a chance to receive a reward.
Participation hours: 08:00 – 12:00 & 13:00 – 17:00 daily.
Special Offer: Any Western Union transaction with a receipt of $400 or more enters customers into the draw to win a KingSports Massage Chair worth 12,500,000 VND.
A Journey of Love and Connection
Western Union’s Tet 2025 campaign goes beyond delivering a message – it creates a heartfelt, real-world experience. From the emotional stories shared by KOLs/KOCs, to the joyful booth interactions, to the thoughtful gifts given to visitors – every touchpoint carries the same intention: To help those far from home send not only money, but Tet itself – filled with love – to their families.
E-XPRO is proud to partner with Western Union in bringing this meaningful, culturally rich campaign to life, delivering a seamless and heartfelt Tet experience to thousands across four major Vietnamese cities.