Around the Kitchen God Festival, Ms. Thu Huong, 37, residing in Cau Giay ward, Hanoi, purchased a bouquet of double lilies, with each stem featuring 2-3 blooms, for 130,000 VND. The vase, vibrant and fragrant, drew admiration from neighbors, who asked her to buy flowers for them.

On the morning of the 24th and afternoon of the 25th of the twelfth lunar month, Ms. Huong visited flower gardens in Tay Tuu, Hanoi's flower hub, intending to buy more as gifts for her neighbors. Both days, she returned empty-handed. "The price changed daily. The current price reached 1,000,000 VND per bouquet, making four of my neighbors and me hesitate to buy," Ms. Huong said.

To create a festive atmosphere for Tet, she opted to buy single lilies, even though their price was three times higher than usual.

A vase of double lilies arranged by Ms. Thu Huong on the 23rd lunar day, priced at 130,000 VND for a dozen blooms, now costs over 1,000,000 VND. Photo: Provided by subject

A similar "price storm" occurred at the Quang Ba wholesale flower market. Ms. Thanh Nga, 31, who arrived at the market in the middle of the night, searched for dozens of rounds but found double lilies priced at 1,000,000 VND or more everywhere. Online market surveys showed even higher prices.

"Lily prices are increasing faster than gold; just looking at them makes one dizzy," Ms. Nga remarked. Ultimately, she switched to buying 20 gladioli, costing only one-fifth the price of a lily vase.

In other provinces and cities like Hai Phong and Nghe An, the lily fever also caused many consumers to change their plans. Ms. Nguyen Tam, 27, in Truong Vinh ward, Nghe An, after three unsuccessful days of searching the market, decided to opt for dahlias and peach branches instead.

The fever from a social media trend

According to vendors, double lilies created a fever this year due to the trend of combining them with tuyet mai, which went viral on social media. The splendor of lily varieties like Anouska and Samantha, paired with the delicate elegance of tuyet mai, is considered a fashionable flower arrangement style for Binh Ngo Tet.

Ms. Mai Hoang, a garden owner in Tay Tuu, stated that lilies have never been as sought after as this year. Wholesale prices at her garden for double lily varieties ranged from 1,000,000-1,200,000 VND per bouquet of 10 stems. The "beauty queen" variety, Anouska, reached 1,600,000 VND.

In TP HCM, a representative of a large flower system (who requested anonymity) also confirmed the rapid increase in import prices. Double lily varieties such as Accolade, Elena, or Samantha retailed for 480,000 - 620,000 VND per bouquet (12-15 blooms). "Given the general price level this year, customers easily decide against buying flowers after hearing the cost," the representative said.

Lilies at a garden in Tay Tuu, Hanoi, Tet 2026. Photo: Shiro Hai

Genuine scarcity or a price-gouging tactic?

Flower traders offer two reasons for this phenomenon: one, natural disasters and floods during the year reduced the lily cultivation area, leading to a supply decrease. Two, new and unique designs caused a sudden surge in demand.

However, Ms. Thanh Hai, a long-time flower vendor in Tu Liem ward, Hanoi, believes there are signs of price manipulation. According to her, the deep cold weather leading up to Tet is favorable, helping lilies achieve high quality with thick, long-lasting petals, preventing premature blooming often seen in humid years.

"Many people capitalize on the preference for double lilies to drive up prices. I sold the Anouska variety with 2-3 blooms for 700,000 VND a dozen and still made a profit, allowing me to take an early Tet break," Ms. Hai revealed.

Regardless of the reason, the exorbitant prices force consumers to tighten their budgets. It has been Ms. Phuong Anh's, 41, Hanoi, custom to spend 2,000,000 VND annually to arrange four lily vases throughout her home. This year, with the same amount, she only dared to buy one vase.

"I will wait until after the first lunar month when prices cool down before I buy more," she said.

Phan Duong