ENTERTAINMENT IS THE SPARK THAT LIGHTS UP EVERY TẾT TABLE.

Through close social listening and behavioural study of mainstream drinkers across Central Vietnam and the Mekong Delta, Larue uncovered a defining truth: these consumers are naturally warm, quick to laugh, and eager to connect - but only when the right spark arrives. They are active participants, ready to engage the instant something resonates.And what resonates, consistently and powerfully, is entertainment. In these regions, entertainment is never consumed in isolation. Shows, music, and storytelling flow directly into community conversation - discussed over meals, shared across social groups, and brought to life at the gathering table. For these drinkers, entertainment is social currency: the topic that opens every gathering, the thread that binds friends across generations, and the catalyst that ignites every toast.Beneath this behavioural truth, Larue identified an additional emotional tension specific to Tết 2026. A year of uneven progress among friends had quietly sown hesitation at the very table built for celebration. People were holding back the warmth and positivity that Tết was designed to unlock - risking that the most joyful occasion of the year would become one of comparison rather than connection.Larue's defining insight fused both observations: if entertainment is the spark that opens people up, and the Tết table needed someone to activate its warmth, then Larue's role was not to speak about optimism - but to become the spark itself. Live authentically inside the entertainment moments consumers already love, and each of those moments becomes a doorway to every Tết table.

LARUE DOESN'T INTERRUPT THE MOMENT. IT BECOMES THE MOMENT. SPARKING SHARED POSITIVITY AT EVERY TẾT TABLE.

While most brands approach Tết by engineering ways to push their message into feeds, Larue asked a fundamentally different question: how do we become the content people actually want? The answer gave rise to SPARKING SHARED POSITIVITY AT EVERY TẾT TABLE - a creative strategy built not on media weight, but on cultural integration.The platform rests on one principle: Larue would not sponsor entertainment from the outside. It would inhabit it from within - woven organically into the shows and music drinkers were already planning to experience, earning its place by adding genuine value to the moments they cherished most.Two entertainment anchors. One amplification engine. One shared mission. Trường Giang's beloved 10-episode culinary travel show carried Larue naturally into real communal meal moments - not as a sponsor demanding attention, but as a natural guest at every table. Real food, real stories, real laughter, real Larue. At the emotional peak of Tết, Trúc Nhân's exclusive sponsored MV delivered the season's crescendo - a song crafted not to be watched, but to be sung, shared, and woven into personal Tết moments. The music became the social soundtrack of Tết 2026: from one screen to one table, and from one table to a thousand.Both anchors were simultaneously amplified through a four-tier creator and community system - turning every entertainment moment into a conversation, and every conversation into shared positivity. The result: a campaign that lived inside culture rather than alongside it, transforming entertainment into a self-sustaining engine of optimism.

THREE ENGINES, ONE UNIFIED CULTURAL SURGE.

The connection plan was built on three synchronized engines across the Tết season - beginning with a high-impact ignition, deepening through entertainment integration, and sustained by a local amplification system that carried both forces into the social fabric of Larue's heartland.

ENGINE 1 - Ignite: Larue Festive Countdown Events (Đà Nẵng · Cần Thơ · Bến Tre · Đắk Nông)Larue kicked off the Tết season with the biggest on-ground events across its heartland regions. Top-tier entertainment - Đen Vâu, Mono, Isaac, Rhymastic - brought idol-level energy directly to local drinkers, collapsing the distance between star and consumer. These weren't distant celebrity appearances; they were the ones who host, invite consumer and treasure consumer celebrations that triggered positivity, excitement, and a collective sense that the festive season had officially begun. The events generated massive local buzz, seeded massive organic social content, and emotionally primed consumers for everything that followed.

ENGINE 2 - Embed: Live Inside Entertainment (Trường Giang Show + Trúc Nhân Tết MV)Larue earned its place within the two entertainment properties mainstream drinkers were already planning to experience. Trường Giang's beloved 8-episode culinary travel show wove Larue organically into authentic communal meal moments - not as a sponsor demanding attention, but as a natural guest at every table. Real food, real stories, real laughter, real Larue. Then, at the Tết peak, Trúc Nhân's exclusive sponsored Tết MV delivered the emotional crescendo of the season - a song crafted not to be watched, but to be sung, shared, and brought to every personal Tết moment. Together, the two properties ensured Larue was present at every register of the Tết experience: the warmth of a shared meal and the joy of a festive anthem.

ENGINE 3 - Amplify: Local Amplification System (Underlining Engine 1 & Engine 2)A structured four-tier creator architecture carried every moment - from the kick-off events to the entertainment integrations - into the social conversation of Larue's heartland communities.

- Tier 1 - Entertainment Talent (Đen Vâu, Mono, Isaac, Rhymastic, Trúc Nhân & Trường Giang): Dual roles - creating primary content and anchoring social conversation through their own channels. Unscripted Larue integration generated the social proof that enabled all downstream amplification.

- Tier 2 - Regional KOLs & Influencers: Amplified entertainment moments in their own genuine voice, bridging platform content into hyper-local community conversation - where regional credibility outweighs national reach.

- Tier 3 - Creators & FC/Fandom Communities: Produced reaction content and highlights per episode. Fandom groups drove impressive earned organic outcomes and sustained amplification views.

- Tier 4 - Drinker UGC - Music as the Tết Soundtrack: Drinkers adopted the MV as the soundtrack for their own Tết videos - festive table moments shared organically across social media. Unprompted, unpaid, inside real personal memories: the highest-value social outcome of the campaign.

[1] objective: Drive meaningful conversation & connection with drinkers via Larue x Lumifest Events | platform: Facebook | metrics: Buzz Engagement rate Brand recall / favorability uplift | kpi: Accelerate engagement & discussion from drinkers via top notch Star invitation & Event key hook amplification | result: The Larue Star invitation to Lumifest has achieved ER 0.93% on Facebook, exceeding the norm benchmark 4 times, and resulted in +2.4pts in Ad Recall & 3.2pts in Favorability. For conversation, the Invitations have generated 92,400 buzz. | compare_with_benchmark: ER: 0.2% Facebook Ad Recall uplift: +1.5 pts Facebook Favorability uplift: +1pts | source: Facebook platform + Brand lift Survey Younet Social Listening
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[2] objective: Drive meaningful conversation & connection with drinkers via Larue x Trường Giang show | platform: Facebook Youtube | metrics: Buzz View Brand recall/favorabilty uplift | kpi: Blend in consumer daily entertainment to trigger native connection & conversation & consideration around drinking moments. | result: The Trường Giang show delivered 30 million views and 236,900 buzz. On Youtube, the show gain 3.29pts uplift in Ad recall (exceeding norm 3 times), and +0.9pts in Favorability. Viewers did not merely consume the content; they engaged, shared, and responded, validating the premise that authentic entertainment integration generates deeper involvement than paid media interruption. | compare_with_benchmark: Youtube Ad Recall uplift: +1 pts Youtube Favorability uplift: +0.7pts | source: Youtube platform + Brand lift Survey Younet Social Listening
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[3] objective: Drive meaningful conversation & connection with drinkers via Larue x Trúc Nhân Tết MV | platform: Facebook  Youtube Tiktok | metrics: Buzz View UGC creation Brand awareness / favorability / consideration | kpi: Be the conversation & engagement catalyst in the center of Tet across Larue heartland. | result: The Trúc Nhân Tết MV surpassed expectations with 35 million views and a Top 5 on Tết music trending charts. On Youtube, the MV gain 2.4pts uplift in Brand awareness, 1.11 uplift in Favorability. On Tet entertainment screen - OTT, the MV gain 16pts uplift in Brand consideration, break the new record on this platform.Most significantly, it attracted 321,200 buzz, with over 100,000 pieces of organic User Generated Content across platforms - dance covers, song covers, remixes, and personal Tết moment videos - demonstrating that the content had genuinely moved from screen to social life. | compare_with_benchmark: Youtube Ad Recall uplift: +1 pts Youtube Favorability uplift: +0.7pts OTT Consideration uplift: +8pts | source: Youtube platform + Brand lift Survey Tiktok platform OTT platform Younet Social Listening