PNJ's spring program ran from 16/1 to 26/2, aiming to meet early-year shopping and fortune-seeking demands. A key highlight was the online interactive game, "Accumulate daily - 100% receive spring gifts", which garnered over 2 million participations. PNJ awarded hundreds of gifts and jewelry, along with over 1,000 movie tickets, 6,000 tote bags, and numerous discount vouchers.

Customers participate in PNJ's event. Photo: PNJ

Hoang Nam (Hanoi), a customer who received a gift, shared his experience. He had shopped before the God of Wealth day and was guided by staff to participate in the mobile game. "I found the game quite easy, so I tried it and was surprised to win a jewelry gift. Perhaps this is a positive sign for my new year", he said.

At the event locations, attendees enjoyed musical performances featuring Isaac, Bui Cong Nam, Anh Tu, and various acoustic bands. The events also included themed check-in zones decorated with spring colors, opportunities to play the "Accumulate daily - 100% receive spring gifts" game, experience "Sowing spring seeds with Style by PNJ", or ask for calligraphy from a scholar at the beginning of the year. A brand representative stated that these activities aimed to create a joyful Tet atmosphere and increase direct interaction with consumers.

Singer Anh Tu participates in the Accumulating Fortune Across Vietnam Coordinates Series. Photo: PNJ

Throughout the program, PNJ updated special offers for different phases and customer groups. During the Tet shopping period and the peak God of Wealth day (the 10th day of the first lunar month), PNJ offered a 790,000 VND gift to the first customer with a 20 million VND invoice at selected stores. Additionally, customers received discounts up to 4,79 million VND, along with a "golden words and jade meaning" painting from Arta by PNJ, when purchasing jewelry and watches. VIP customers also received an additional 1,5% discount on diamond jewelry, shell jewelry, and colored gemstones, and 1% on other product lines, according to current policies on specific days.

Alongside these offers, PNJ launched new gold products for the God of Wealth day 2026. These included 99,99% commemorative gold, Blindbox 99,99% Ma Tien Dac Loc gold, Mini 99,99% Tieu Loc Dai Phat gold, a 24K (99,9%) multi-functional Ma Nhi Ruoc Loc gold charm, the Kim Bao Nhu Y jewelry collection, and 99% Turning Gold jewelry.

Thuy Linh (TP HCM) shared that she visits PNJ every year to buy gold at the beginning of the year. "This year, I found PNJ's products diverse and suitable for beauty, accumulation, and gifting at the beginning of the year. So, I chose a Ma Nhi Ruoc Loc horse charm for myself and a chi of 99,99% commemorative gold to give to my parents", the customer added.

PNJ staff advise customers. Photo: PNJ

A PNJ representative explained that diversifying gold products aims to meet the demand for shopping, accumulation, and gifting at the beginning of the year. "These gold gifts not only symbolize good luck for the new year but also convey wishes for prosperity, abundance, and many good opportunities ahead for customers", the representative added.

Thien Minh

Readers can find information about PNJ jewelry here.