The Vietnamese agarwood brand shares its perspective on emerging consumer trends and introduces a way of carrying forward the culture of fragrance appreciation through product quality, design and technology.
Tinh Mộc, a lifestyle brand built on Vietnamese agarwood, took part in the seminar “Decoding the New Consumer & The Evolution of F&B” as both gift sponsor and guest speaker. The seminar, organized by VINEXAD in collaboration with Italian Atelier and CjC Marketing Agency, was held on November 4, 2026, at the I.C.E Hanoi International Exhibition Center, as part of the Vietfood & Beverage – ProPack Hanoi 2026 exhibition.
Representing Tinh Mộc, Mr. Do Long Vu, Co-founder and Chief Product Officer, joined the panel discussion “Trends Shaping Vietnam’s F&B Market”. Speaking from the standpoint of a brand that develops products from indigenous materials, Tinh Mộc shared how traditional values can remain present in everyday life through experiences that suit the needs of modern consumers.
The New Consumer: From owning products to choosing experiences
During the discussion, Mr. Do Long Vu shared his views on shifts in consumer behavior, particularly among young consumers with comfortable income. According to him, consumers increasingly look beyond basic functionality, weighing the emotions a product evokes, its quality, its design, and how well it blends into their living space and daily habits.
From his experience developing agarwood products, Mr. Vu observes that the culture of fragrance appreciation is gaining new approaches. Beyond occasions tied to traditional rituals, young people are turning to agarwood as a way to relax, balance the pace of life and set aside time for themselves. An agarwood incense bud lit after work, or fragrance items displayed on a work desk, can each become a familiar part of the day. This change in needs also places new demands on products: they must not only guarantee the quality of the fragrance, but also offer designs that suit the user’s living space and aesthetic sensibility.
Drawing a parallel with the F&B industry, Mr. Vu noted that a customer’s experience is shaped not only by flavor, but also by presentation, the materials of tableware and utensils, the setting, and the rhythm of enjoyment. He also stressed that premium value must be built on genuine quality, functionality and relevance to customer needs, rather than on appearance or price alone. For a new product that attracts attention on social media, initial interest is not enough to confirm its market potential; repurchase behavior, and whether the product becomes part of a new consumption habit, are the factors that deserve close monitoring. In addition, brands that share a common outlook on materials, craftsmanship and experience can begin collaborating through concrete activities, such as combining fragrance appreciation with ceramic art, and observe customer feedback before developing joint products.
Tinh Mộc: Carrying forward the culture of fragrance appreciation in the language of today’s life
For Tinh Mộc, bringing agarwood closer to consumers is not simply a matter of developing more new products. It is about finding ways for a cultural value to continue to be practiced and to remain present in everyday life.
Pursuing the vision of a lifestyle brand built on Vietnamese agarwood, Tinh Mộc draws on indigenous cultural materials to tell stories of origin, identity and the Vietnamese spirit through its product. Rather than confining agarwood to familiar settings and uses, the brand seeks to expand the culture of fragrance appreciation into experiences that feel closer to younger generations: from an agarwood incense bud during a moment of rest, to hands-on activities for crafting and experiencing the scent of agarwood.
This approach is reflected in how Tinh Mộc develops its products, combining agarwood materials, cultural storytelling and design thinking. One example presented at the seminar was a 3D-printed incense burner. With a smoke-guiding structure engineered into its design, the agarwood smoke flows like a small waterfall, adding a visual experience to the enjoyment of the fragrance. The use of technology is not intended to replace traditional values, but to open a new way of appreciating fragrance that suits modern living spaces and aesthetics.
In addition, Tinh Mộc’s product collections draw inspiration from the imagery of sacred creatures and other elements of Vietnamese culture. Each design is an interpretation of local values through form, naming and product narrative. In this manner, culture is not only told through the words, but also becomes part of the experience of use and of the owner’s daily life.
Sowing fragrance from identity, carrying forward Vietnamese values
Sharing her thoughts on the brand’s direction, Ms. Nguyen Ngoc Yen Nhi (Clare Nguyen), Founder of Tinh Mộc, said:
“Just as agarwood needs time to develop its fragrance, people also need a period of nurturing to shape their own identity. Tinh Mộc hopes to bring Vietnamese cultural values closer to life today. Beyond the stories we tell, we bring this meaning to life through products and experiences that each person can feel for themselves. We believe that culture will continue to be preserved when there are more ways for people to access, practice and live with those values.”
At the seminar, Tinh Mộc also participated as gift sponsor, presenting speakers and guests with agarwood gift sets inspired by the imagery of sacred creatures in Vietnamese culture. The activity was also a way for the brand to introduce its indigenous stories through its products, while opening up opportunities to connect with businesses that share an interest in the value of raw materials, culture and customer experience.
Through Vietfood & Beverage – ProPack Hanoi 2026 exhibition, Tinh Mộc continues to expand its journey of bringing Vietnamese fragrance culture closer to the community, reaching not only agarwood enthusiasts but also businesses seeking to develop products and experiences with a distinctive identity.
For Tinh Mộc, carrying culture forward does not mean preserving every existing practice unchanged, but finding suitable ways for local values to remain present, to be experienced, and to become part of contemporary life.
About Tinh Mộc
Tinh Mộc is a lifestyle brand built on Vietnamese Agarwood, guided by the philosophy of “Sowing Fragrance from Identity”. Through product development, design and cultural experience activities, Tinh Mộc seeks to bring the value of agarwood closer to modern life while carrying forward Vietnamese cultural stories and materials.
The brand’s product range includes agarwood incense buds, agarwood incense sticks, agarwood bracelets, fragrance appreciation items, and 3D-printed agarwood incense burners. Tinh Mộc also develops experiential workshops that give participants the opportunity to explore the materials directly, craft their own pieces and experience the culture of fragrance appreciation firsthand.
Media Contact
Address: 315/7 Le Van Sy Street, Nhieu Loc Ward, Ho Chi Minh City.
Phone: +84 329 495 504.
Email: tinhmoc.work@gmail.com.
Instagram: tinhmocmoc.
Facebook: Tinh Mộc.
Website: moctinh.netlify.app.
About the Seminar and Exhibition
Organized by VINEXAD in collaboration with Italian Atelier and CjC Marketing Agency, the seminar “Decoding the New Consumer & The Evolution of F&B” took place as part of the Vietfood & Beverage – ProPack Hanoi 2026 exhibition, featuring two discussion sessions on digital F&B shopping behavior and trends shaping Vietnam’s market.
The Vietfood & Beverage – ProPack Hanoi exhibition is an annual trade exhibition dedicated to food, beverages, processing, and packing technology. In 2025, the exhibition brought together 350 companies from 11 countries and territories, welcoming 17,050 visitors.
This press release has also been published on VRITIMES