A fashion accessory suddenly 'hot' before National Day September 2

Patriotic scarves and bandanas printed with the red flag and yellow star are becoming a 'hot trend' accessory sought after by young people on the occasion of National Day, September 2, thanks to their uniqueness, ease of coordination, and especially rich symbolic value.

Patriotic scarf products are sought after by many young people - Photo: Facebook screenshot

According to SocialTrend data from market data analysis platform YouNet Media, the topic of National Day September 2 has risen to the number 1 position in the discussion rankings on social networks. From August 1 to 20, 2025, there were more than 1.47 million discussions and 8.23 ​​million interactions revolving around the great holiday.

Social networks are full of red flags with yellow stars

The highlight is the preparations for the grand ceremony, especially the parade at Ba Dinh Square. The heat of National Day also brings with it a boom in fashion products and accessories bearing national symbols, along with clips of patriotic outfits that are spreading strongly.

According to statistics from YouNet ECI's EcomHeat platform, in just the first two weeks of August (from August 3 to 16, 2025), the accessories group recorded strong attraction with more than 30,800 products sold, earning 2.1 billion VND.

Notably, patriotic scarves, although newly appearing during this holiday, have quickly "caused a storm", accounting for 86.6% of total revenue in the accessories group.

According to Tuoi Tre Online , the scarf has a common size of 110 x 55cm, made from soft, cool satin silk or linen fabric. Many young people prefer scarves to wear around the neck to create an accent or to wear on the head during holidays.

The prices of scarves range from 45,000 to 90,000 VND/piece depending on the material and size. The most popular is the scarf model printed with the national flag and excerpts from the Declaration of Independence. There are also many stylized versions with maps, Uncle Ho's mausoleum or patriotic slogans.

According to YouNet ECI, clips about patriotic scarves are continuously reaching the top million-view videos on TikTok, turning this product into a new fashion and cultural icon on National Day.

In addition to scarves, other creative accessories such as lightsticks printed with the national flag, red teddy bears with yellow stars, hair ties or bracelets are also best-selling accessories, contributing to the colorful consumer picture before the big holiday.

On the contrary, the fashion group (T-shirts, pajamas, dresses printed with the red flag and yellow star...) recorded a slowdown. Data from YouNet ECI recorded more than 27,000 products sold on TikTok Shop in the same period, bringing in revenue of 2.2 billion VND, down from 3.4 billion VND on April 30. The reason, according to YouNet ECI experts, is that consumers tend to reuse clothes previously purchased on April 30 and May 1.

Opportunity for explosive sales for the beauty and fashion industry

A video calling out the name of a female soldier helped Catrice foundation become a hot commodity - Photo: TikTok screenshot

Not only scarves or fashion accessories, the recent "national concert" on April 30 and May 1 witnessed a sudden "explosion" on the online market of a foundation product from Germany.

According to YouNet ECI data, in just one short week, 8 booths of the Catrice foundation brand recorded revenue of more than 435 million VND, an increase of 346% compared to the end of March. The genuine Catrice Vietnam booth alone reached 222.9 million VND, an increase of 564% despite not running any massive promotions.

The reason came from a viral video, while practicing for a "national concert", a female soldier innocently called out the name of this foundation product. The clip quickly climbed to the top of the trend, attracting millions of views and creating an explosive wave of purchases.

YouNet ECI experts analyzed this as a typical case illustrating the trend of shopping combined with entertainment. Genuine, emotional moments can become a strong push for shopping behavior, especially for Gen Z, who spend flexibly and are heavily influenced by social networks.

From now until early September, a series of major events will take place such as the Concert Vietnam in Me (August 26), Hanoi - Forever Vietnam's Aspiration (August 31), a special art program celebrating the 80th anniversary of National Day (September 1) and the highlight is the parade on the morning of September 2 in Hanoi.

Observers predict that the "fever" of patriotic products and related products will not cool down, and will even spread more strongly as National Day (September 2) approaches. This is considered a golden opportunity for sellers, especially on e-commerce platforms and social networks.

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Source: https://tuoitre.vn/mot-phu-kien-thoi-trang-bat-ngo-sot-hang-truoc-them-quoc-khanh-2-9-20250825093453207.htm