Thỏ Ơi!! (Bunnie!!) by Trấn Thành currently leads the Vietnamese box office, accounting for more than half of total market revenue. — Photo courtesy of the artist’s Facebook page

HÀ NỘI — Vietnamese cinema is enjoying a box office spring, with the 2026 Lunar New Year season delivering bumper takings as local productions surge ahead of expectations.

According to Box Office Vietnam, as of the morning of March 4, the combined revenue of four Vietnamese films released during the Tết holiday had reached VNĐ647.7 billion (about US$25.5 million), an increase of more than 15 per cent compared with last year’s festive season. The figure far exceeds the VNĐ564 billion (around $22.2 million) recorded during the 2025 Tết season, signalling that the early-year market is on course to set a new benchmark.

A headline duel

This year’s spotlight falls squarely on the high-profile box office contest between Trấn Thành and Trường Giang. In just over two weeks of release, their films alone have grossed a combined VNĐ513.3 billion (roughly $20.2 million), injecting fresh momentum into the market.

For Trấn Thành, his latest project Thỏ Ơi!! (Bunnie!!) has extended his impressive personal run, earning VNĐ404 billion (nearly $15.9 million) as of 10am on March 4. Accounting for about 55 per cent of total market share, it is also the only 18+ rated film among this year’s Tết releases.

Industry observers regard the success of Thỏ Ơi!! as a recalibrated comeback for the filmmaker following his 2025 project Bộ Tứ Báo Thủ (The 4 Rascals). While it did not spark an immediate cultural phenomenon on the scale of Mai, surpassing the VNĐ400 billion mark within just 14 days underscores strong and sustained audience support.

The film stands out for its brisk pacing and contemporary storyline, addressing thorny issues such as infidelity and personality disorders. However, it has also drawn mixed reactions, with some viewers criticising what they see as an overreliance on dialogue at the expense of visual storytelling.

A gentler counterpoint

Trường Giang (first left) poses with the main cast of Nhà Ba Tôi Một Phòng (A Room Called Home) at a promotional event, as the family drama quietly secures over VNĐ100 billion in ticket sales. — Photo courtesy of the artist’s Facebook page

On the other side of the race, Trường Giang’s Nhà Ba Tôi Một Phòng (A Room Called Home) has reaffirmed his steady appeal, collecting VNĐ109.3 billion (around $4.3 million). Although the gap between the two frontrunners remains significant, the figure is nonetheless impressive for a film rooted in gentle family drama.

Taking a cautious approach in his role as director, Trường Giang explores generational conflicts within a household forced to share a single living space. While the motif is not entirely new, Nhà Ba Tôi Một Phòng has quietly resonated with loyal audiences, particularly families and middle-aged viewers, thanks to its emotional accessibility and familiar domestic themes.

Diverse offerings broaden appeal

Beyond the two headline names, the market has also recorded solid performances from Báu Vật Trời Cho (God-given Treasure), which has earned VNĐ96.5 billion (approximately $3.8 million), and Mùi Phở (The Scent of Phở), with VNĐ37.9 billion (about $1.5 million).

Both productions feature accomplished casts and lean into healing narratives, catering to audiences seeking emotional comfort during the festive season. Yet they have not been immune to criticism, with some reviewers pointing to lengthy scripts and a lack of striking dramatic peaks.

For Báu Vật Trời Cho, anticipation remains high thanks to the on-screen pairing of Phương Anh Đào and Tuấn Trần, the duo who previously generated buzz in Mai. With less than VNĐ3.5 billion (around $138,000) separating the film from the coveted hundred-billion đồng club, it appears poised to cross the symbolic threshold in the coming days.

A season of confidence

Taken together, the 2026 Tết film season underscores the growing momentum of Vietnamese cinema, with at least two domestic titles comfortably surpassing the VNĐ100 billion (approximately $3.9 million) mark. The commercial success of both bold, issue-driven dramas and carefully crafted social-psychological stories suggests that audience tastes are becoming more open and more discerning.

The record-breaking total revenue is not merely a personal triumph for individual filmmakers such as Trấn Thành or Trường Giang. Rather, it reflects renewed public confidence in Vietnamese films during what has long been regarded as the industry’s golden season. — VNS