Tết, Lucky Money, and the Strategy Behind the Gift

Last week was Tết in Vietnam, and Hanoi's Old Quarter transformed into something magical.

Vietnam just entered the Year of the Fire Horse—a year that comes once every 60 years and is associated with intensity, passion, and dynamic energy. It's considered a particularly powerful time for transformation and bold action.

While my kids were home from school for the holiday and I was balancing client work with the beautiful chaos of Tết celebrations, I was struck by something: the intentionality behind every gesture, every tradition, every gift. Take lì xì—the "lucky money" exchanged during Tết.

The practice is strategic. Elders give to children and unmarried adults. Employers give to employees. The red envelopes flow in specific directions, reinforcing hierarchies, showing respect, and strengthening bonds. The timing matters—given during the first days of the new year to transfer good fortune from one person to another.

The beautiful "lucky money" envelope is filled with crisp, new bills inside. But the gesture carries profound meaning: I wish you prosperity. I value this relationship. I'm investing in your well-being in the year ahead. This is gifting as relationship architecture.

The lucky money tradition has endured for centuries because it's clear about its purpose: marking transitions, expressing gratitude, and setting intentions for the future. The gesture communicates what matters. It's elevated with the design of the envelopes that are chosen.

That's the kind of gifting I help companies create. Not generic. Not transactional. But strategic, meaningful exchanges that strengthen the relationships that matter most to your business. hashtag#GrandUnveiling