Vietnamese business superstitions continue to influence deal timing, negotiations, branding, and daily operations. Often dismissed as folklore, these beliefs actually function as a form of cultural risk management within many organizations.
This guide explores the key superstitions shaping business practices in Vietnam and explains how understanding and respecting them can help build trust, avoid missteps, and strengthen long-term partnerships.
Why Superstitions Still Influence Business Decisions in Vietnam?
In the bustling streets of Ho Chi Minh City or the high-rise offices of Hanoi, superstitions remain a quiet but powerful force. They are not viewed as irrational quirks but as a framework for managing uncertainty.
A Cultural Decision-Making Framework
Vietnamese business culture is a unique blend of Confucianism, Buddhism, and folk beliefs. While modern leaders may be highly educated and pragmatic, they often respect superstitions to maintain harmony within their community.
Respecting superstitions is often less about belief and more about maintaining internal consensus and avoiding accountability risk.
Logic of Risk Avoidance
In Vietnam, superstition is often treated as operational risk management. If a deal fails on an “unlucky” day, the decision-maker may be blamed for ignoring the signs. Respecting these beliefs shows that you are culturally literate and committed.
Auspicious Timing: Dates, Months, and the Hidden Calendar of Business
Timing is everything in Vietnam. While the world operates on the Gregorian calendar, Vietnamese business decisions are often influenced by the Lunar Calendar.
Why “Good Dates” Matter?
Vietnamese entrepreneurs will often consult a geomancer or a “lucky date” book before big events such as:
- Signing major contracts.
- Company registration or office openings.
- Product launches and marketing campaigns.
The Infamous Ghost Month (7th Lunar Month)
Commonly known as Tháng Cô Hồn, the 7th lunar month (usually falling in August or September) is a time when the “gates of hell” are believed to open.
- What to Avoid: Many businesses will postpone signing contracts, starting construction, or launching new ventures during this month.
- Business Takeaway: If a partner asks to delay a signing until after “the 7th month,” do not view it as unprofessional. It is a protective measure intended to ensure the venture’s success.
Numbers, Colors, and Symbols That Affect Business Perception
The visual and numerical aspects of your brand can carry deep, unintended meanings in the Vietnamese market.
Lucky and Unlucky Numbers in Vietnam
- Lucky Numbers: 6 (Lộc – wealth), 8 (Phát – prosperity), and 9 (Cửu – longevity/eternity).
- Unlucky Numbers: 4 (Tứ – sounds like “death”) and sometimes 7 (Thất – sounds like ‘’loss’’).
- Where It Matters: Pricing strategies, office floor numbers, and even the digits in your phone number or vehicle plates.
Colors in Branding and Marketing
- Red & Gold: Symbols of prosperity and good fortune, ubiquitous during the Lunar New Year (Tet).
- White: Traditionally associated with mourning and funerals.
- Black: Often linked to misfortune or death; avoid using black gift wrap or dominant black branding unless it conveys premium authority.
Office & Workplace Superstitions
The physical layout of an office is rarely accidental. It is often guided by Feng Shui (Phong Thủy).
Office Layout and Feng Shui
- Desk Orientation: A CEO’s desk is typically placed to face a “lucky direction” based on their birth year.
- Mirror Placement: Mirrors are carefully positioned to avoid reflecting negative energy or disrupting workplace harmony.
First Day, First Client, First Payment Beliefs
The first transaction of the day, month, or year is called “mở hàng” (opening the shop). If the first customer is seen as having “good energy,” the business will thrive.
Pro Tip: Never ask for a refund or a steep discount as the first customer of the day; it is considered bad luck for the remaining hours.
Gift-Giving Rules in the Workplace
Gift-giving is a vital part of building relationships (quan hệ). However, certain items are strictly avoided:
- Avoid: Clocks (symbolize time running out), sharp objects like knives (symbolize cutting the relationship), and items wrapped in black or white.
- Focus on: Practical items, local specialties from your home country, or sets of items in “lucky” numbers.
Handling Superstitions with Strategic Awareness
Success in Vietnam does not require belief in the supernatural, but it does require cultural respect. Superstitions often guide decision-making around timing, space, and symbolism, and dismissing them can quietly undermine trust.
Rather than questioning these beliefs, acknowledge them. Avoid mocking references to lucky dates or Feng Shui, and treat them with the same seriousness you would a Western caution such as Friday the 13th. When progress slows, a gentle question like, “Is this an auspicious time for your company?” signals awareness of cultural considerations and respect for internal decision-making dynamics.
Cultural Literacy as a Competitive Advantage
In Vietnam, business success extends beyond efficiency and execution — it is rooted in cultural literacy, including an understanding of local superstitions. By respecting these beliefs, you show that you value harmony, long-term relationships, and mutual understanding. This mindset transforms transactions into partnerships and positions you as a trusted collaborator rather than just another vendor.
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Disclaimer: The Nest Asia is not an authorized provider of official government or non-government services. The information provided is intended for general guidance only. While we strive to offer accurate and timely information, we make no representations or warranties regarding its completeness or accuracy.
