The market for longevity paintings and banners is less vibrant than in previous years.

Nghi Huong Ward (Cua Lo Town) organized a longevity celebration for the elderly aged 70 and above. Photo: Thanh Phuc

In many places, especially in rural areas, longevity paintings and banners are always the first choice of many people as gifts to congratulate the elderly. Mr. Hoang Van Tuyen, the head of the Hoang family in Tao Son commune (Anh Son) said: "This year, in the family, there are 10 people who are even-aged from 70 to 90 years old. In addition to red silk shirts and lucky money, the family also gave each person a banner with good wishes."

That is why in early spring, the market for paintings and longevity banners in the countryside is more vibrant. Having been in the business of paintings and longevity banners for more than 10 years, starting from December, Mr. Nguyen Duy Hoa (Phat Son village, Dai Dong commune, Thanh Chuong) has imported more than 100 products of all kinds to sell at his store.

A shop selling longevity paintings in Dai Dong (Thanh Chuong). Photo: Thanh Phuc

Compared to previous years, the prices of paintings and banners for longevity celebrations have increased by 10-15% due to increased input materials and transportation costs. However, to “retain” customers, he decided to keep the old prices, accepting a lower profit.

Mr. Nguyen Duy Hoa said: "If last year, each painting or curtain sold earned a difference of 50-70,000 VND, this year the profit is only about 30,000 VND to sell more goods, mainly based on quantity."

Tastes have changed somewhat, but longevity paintings and banners are still chosen by many people. Photo: Thanh Phuc

Mr. Hoa said that the large longevity scrolls that the children and grandchildren in the family ordered to celebrate their parents had been pre-ordered since mid-December, while the paintings and banners that relatives and friends brought to celebrate the elderly had started to become bustling since the afternoon of the first day of Tet. The busiest day was still the fourth day of Tet when many families held a banquet for the elderly. "However, compared to previous years, the amount of goods sold this year was lower," Mr. Hoa shared.

In Vinh city, the market for paintings and banners for longevity celebrations is less vibrant than in previous years. Along streets such as Phan Dinh Phung, Tran Hung Dao, Phan Chu Trinh, etc., shops selling banners for longevity celebrations have fewer customers than in previous Tet holidays.

Longevity paintings and banners are diverse in design, material, size and price. Photo: Thanh Phuc

Ms. Nguyen Thi Hoa, shop 201 Tran Hung Dao Street said: “The number of "Tho" characters sold this year is only half of last year's, with fewer customers. The import price is 20,000-50,000 VND higher per piece, but we don't dare to increase the sale price. However, the number of customers is very low, and consumption is very slow. Partly due to economic difficulties, partly because many people choose other longevity gifts.”

This year, longevity paintings are printed on many types of materials such as copper, silk, paper, mother-of-pearl, lacquer, gemstones... to give people more choices. Prices also depend on the size and material, ranging from several hundred thousand to over a million VND/painting, with high-quality paintings costing up to 3 - 5 million VND, even tens of millions of VND.

Writing a postscript for the longevity banner. Photo: Thanh Phuc

Although less vibrant, the custom of celebrating longevity is still preserved, the business of selling longevity paintings and banners is still maintained. Because for many people, longevity paintings and banners are still meaningful gifts to wish the elderly a long life in the spring.