Chinese media surprised as European clubs simultaneously send Lunar New Year greetings to Vietnam

Chinese media have shown great interest in analyzing the phenomenon of numerous European clubs sending special Lunar New Year wishes to Vietnamese fans.

According to the Chinese news site 163 (NetEase), Vietnam's social networks were flooded on the morning of Lunar New Year's Day 2026 with New Year greetings from top European football clubs. In the article, Chinese media posed the question: “Why are major European clubs simultaneously sending New Year wishes to Vietnamese fans?”They regarded this as a notable phenomenon reflecting the changing status of Vietnamese supporters on the international football map.

The Chinese newspaper emphasized a clear difference compared to previous years. While clubs used to post generic greetings in English alongside images symbolizing Asia, 2026 saw a deeper investment in Vietnamese cultural elements. Many teams are said to have “competed to demonstrate their understanding of Vietnam,” turning Lunar New Year greetings into a truly creative contest.

According to 163’s analysis, Tottenham Hotspur attracted attention by using Đông Hồ folk painting style to design their greeting card, combining player images with the Year of the Horse theme. Meanwhile, Borussia Dortmund made a strong impact with a video featuring stars wearing traditional áo dài, speaking Vietnamese, and reenacting the custom of first-footing on New Year's Day, creating a sense of closeness with Vietnamese viewers.

Atlético Madrid took an emotional approach by posting images of players gathered around a meal filled with Tet atmosphere, including bánh chưng and familiar dishes. More notably, the FIFA World Cup was mentioned by featuring Vietnamese national team players in the greetings, which Chinese media viewed as a sign that Vietnamese football is gaining wider international recognition.

Going beyond cultural aspects, 163 believes the deeper reasons lie in economic factors and market strategy. The article described Vietnam as a “gold mine full of potential with over 100 million people,” and a rapidly growing middle class, leading to increasing purchasing power for official jerseys, broadcast rights, and commercial products related to European football.

The article concluded that the major clubs’ proactive customization of content for Vietnam indicates that local fans have shifted from passive spectators to key customers. From the Chinese media’s perspective, the phenomenon of European giants jointly sending Lunar New Year greetings not only serves brand promotion, but also reflects the rising cultural influence and international status of Vietnam in the global football community.