Commercialization of culture

Christmas, for the majority in Asia, isn’t a religious holiday but a reason to have fun, go on romantic dates and pamper children. But however you celebrate the holiday, gift-giving is an indispensable part. This growing demand creates an enormous opportunity for retailers, and in Vietnam, the sight of gigantic Christmas trees and the hundreds of twinkling lights in shopping centers by mid-December has become quite familiar.

Fashion and beauty players in Asian countries have realized that Christmas can be a tool for strategic brand positioning, creating a wave of positive emotions, and aligning with a global image. The holiday helps make all shopping activities more special, regardless of whether the majority celebrates it as a religious tradition or just for fun.

The commercialization of this quintessentially Christian holiday long predates its adoption in Asia, however. It was already transformed by popular culture and the entertainment industry in the West, dating back to the early 19th century and the appearance of the modern incarnation of Santa Claus. Christmas albums by pop icons and popular family comedies have kept the trend going strong, with ubiquitous songs like All I Want for Christmas Is You and films like Home Alone filling the airwaves every holiday season.

In this context of commercialization, the term “Christmas Creep” has emerged to describe the early onset of the season as brands start their promotional campaigns. From the 1950s, with the post-World War II explosion of consumerism in America, and continuing to this day, the Christmas Creep phenomenon has never cooled down. Most studies indicate that prolonging the festive feeling leads to increased consumer spending. Understanding this core value, fashion houses consider the holiday season as one of the most important marketing periods of the year.