Vietnamese people often associate confectionery with Tet, seeing it as a symbol of abundance and family reunion. Many confectionery brands have become intertwined with consumer memories, including Hai Ha, a brand over 65 years old, part of Hai Ha Trade and Development Joint Stock Company. This Tet season, the brand aims to offer consumers a unique experience by introducing a new brand identity, reflecting a blend of tradition and modernity, of "old taste" and a "new look," akin to a story of generational transition.

From grandparents' memories to grandchildren's choices

For grandparents and parents, buying Tet confectionery was a significant task. They chose familiar brands, proven over time, to ensure peace of mind for their families. In these memories, Hai Ha was a familiar presence in many households, linked to end-of-year market trips.

For over six decades, Hai Ha confectionery products have graced altars and reception tables in countless homes. The familiar logo and packaging once signified a reliable and enduring brand in the minds of the older generation.

Hai Ha confectionery - the taste of Tet cherished by many generations of Vietnamese families. *Photo: Hai Ha*

With societal changes, the role of household shoppers has evolved. Today, younger generations, particularly Gen Y and Gen Z, choose Tet gifts for their elders. In this role, they bring new criteria: gifts must not only be quality but also beautifully designed, sophisticated, and align with modern aesthetics.

According to the brand, Hai Ha's updated packaging, while preserving its traditional flavors, offers warmth to older individuals who appreciate the familiar taste. Younger people feel confident choosing a gift that appears modern and premium. Through this harmony, Hai Ha helps connect generations within families.

Hai Ha's new look

The brand's logo has been redesigned with a minimalist, modern, and luxurious style, yet it retains characteristic features that have defined its identity for over 65 years. A brand representative stated that this is not just a visual change but also reflects a commitment to rejuvenation, aiming to reach younger consumers whose aesthetic tastes and selection criteria are increasingly distinct.

For younger generations, Tet gifts extend beyond product quality. They focus more on packaging design, presentation sophistication, and the ability to convey heartfelt intentions through the gift. A box of confectionery is not just food; it is a message of love and appreciation for the recipient, whether family, friends, partners, or superiors.

"Old taste, new look" on Hai Ha products. *Photo: Hai Ha*

According to a Hai Ha representative, the new logo is not a "restart" but a way for the brand to find a more suitable visual language to continue the story that began over six decades ago. The external appearance is updated to keep pace with the times, while the "soul" – the traditional taste of the confectionery – is preserved.

The message, "New this Tet – full of old taste," thus serves as a guiding principle for the entire transformation journey. Familiar product lines, such as hard candies, biscuits, and soft candies, continue to use recipes cherished by many generations of Vietnamese families. For older individuals, this evokes a sense of familiarity when opening a box of Tet confectionery. For younger individuals, it offers reassurance when choosing a brand with a rich history, presented with a modern, polished appearance.

Hai Ha booth at Tam Binh market, Ho Chi Minh City. *Photo: Hai Ha*

This year-end season, Hai Ha has opened a series of booths at markets and industrial zones, from Ho Chi Minh City to Dong Nai, Nha Trang, and Da Nang. This initiative helps young people easily purchase Hai Ha gift baskets to express gratitude to their grandparents and parents. Notably, at Thanh Xuan market and Tan Thoi Hiep industrial zone (from 4/2-10/2), and Hoc Mon market (from 5/2-10/2), these booths will host engaging activities for consumers. "From the candies of past Tet memories to today's 'newly dressed' gift boxes, Hai Ha continues to connect generations, bridging 'old taste' and 'Tet today'," a brand representative shared.

Diep Chi