The Fashion and Accessories Market is Ablaze with Patriotic Flair.

Ms. Phuong, a resident of Ho Chi Minh City, started posting photos of her son dressed in outfits inspired by military and police uniforms from the second half of August. The pictures caught the attention of the online community and received many compliments for their aesthetic appeal, creativity, and appropriateness for the upcoming holiday.

Ms. Phuong shared that she learned from her previous experience of not being able to get satisfactory outfits for the April 30th holiday. This time, she ordered her nearly two-year-old son’s clothing several months in advance and noticed a wider variety of fashion items and accessories themed around National Day. She purchased a modernized uniform for teenagers and children, as well as an ao dai (Vietnamese traditional dress) embroidered with a peace dove. “Each item cost around 300,000 to 400,000 VND, which is not expensive compared to regular clothing,” she said.

According to our survey, not only fashion items and accessories but also commemorative gifts for National Day this year have become more abundant, with many new and creatively designed products. On e-commerce platforms and online business groups, notebooks, thermoses, scarves, conical hats, fans, pens, and other items featuring the National Day logo or the image of the national flag are widely available, with prices ranging from 100,000 to 400,000 VND depending on the item and material.

Mr. Tung, an employee of a communications company in Ho Chi Minh City, shared that to celebrate National Day, he wanted to buy commemorative gifts for his clients attending a workshop. He was surprised to find a rich variety of emotionally appealing designs in the market this year. He ordered 50 sets of drinking glasses featuring a stylized national flag and received a lot of praise from his clients.

In Ho Chi Minh City and its neighboring provinces, there may not be as many large-scale activities for National Day as in Hanoi, but the excitement leading up to Independence Day is palpable. Ms. Tram, a dance teacher in Long Thanh district, Dong Nai province, noticed an increase in demand for National Day-themed fashion items and decided to import and sell some clothing, scarves, and hats. She reported that the closer it gets to the holiday, the more inquiries and orders she receives, selling about 5-6 items online each day.

Ms. Tram focuses on selling fashion items inspired by the uniforms of various forces, emphasizing creative and stylized designs to attract younger customers.

Our survey also revealed that while there is no mass production of National Day-themed fashion items and accessories in Ho Chi Minh City and its vicinity, there is a wide variety of designs available. Most online business groups operate by designing products, promoting samples, and taking customer orders before proceeding with printing. This approach ensures they can gauge demand accurately, avoid overproduction, and meet the specific needs of their customers.

In the heart of Ho Chi Minh City, as National Day approaches, more young people are donning patriotic outfits and visiting museums, public recreational areas, and cafes. On August 21, My Le, a 23-year-old livestreamer, and her friends went to Nguyen Hue Walking Street to take photos for the holiday. She had purchased a modernized scarf with the national flag for 80,000 VND and rented ao dai for the group for 400,000 VND. Le shared that she usually takes photos to commemorate important holidays and also buys matching accessories. “Wearing these items makes me feel proud,” she said.

Mr. Nguyen Tuan Anh, a Fulbright Vietnam scholar, noted that the trend of consumers seeking National Day-themed products is not a passing fad but an annual patriotic movement. In the past, people primarily expressed their patriotism through collective activities such as rallies, parades, and flag-hoisting ceremonies. Nowadays, choosing items like t-shirts with the national flag, accessories, hats, and stickers has become a more personal way of showing patriotism, especially among the youth. “It demonstrates a personalized connection to the nation through consumption behavior, which has a powerful impact on society,” he observed.

Mr. Tuan Anh added that this shift reflects how Vietnamese people, particularly the younger generation, increasingly value expressing their identity and emotions through consumption. Previously, shopping mainly served essential needs, but now spiritual values, cultural messages, and a sense of community are prioritized. Additionally, young people’s preferences lean towards creatively designed, aesthetically pleasing, and practical products rather than traditional promotional items. “If leveraged properly, this presents not only commercial opportunities but also a way to spread patriotic spirit, foster pride, and develop the cultural industry,” he said.

For families like Ms. Phuong’s, holiday shopping is not just about taking commemorative photos. It’s also about joining in the country’s festivities and creating personal happiness. “Seeing my son in a soldier’s uniform moves me deeply and brings me joy,” she shared.