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In Q1 2026, the An Cung Ba Tuyet snack brand reported a 2.7% year-on-year decline in sales. Within the seller segment, TH true mart Official Store and Ensure posted strong growth, while the An Cung Ba Tuyet brand fell by nearly 3%.
The figures come from Metric.vn’s Q1 2026 e-commerce market report covering four major platforms—Shopee, Lazada, Tiki, and TikTok Shop. Total market sales reached 148.6 trillion VND, up 46.6% year on year, with more than 1.1 billion products sold.
The number of sellers continued to rise, reaching about 490,900 shops, up nearly 4% YoY. The report attributes the continued growth in demand to a market still expanding despite intensifying competition as tax, fee, identity, and operating standards tighten.
By category, the top revenue segments in Q1 2026 were:
In terms of price bands, the VND 100,000–200,000 range accounted for the largest share of revenue at 24.8%, followed by:
Metric.vn’s report shows that in Q1 2026, sales of the An Cung Ba Tuyet brand declined 2.7% year on year. Consumer brands including Vinamilk, Me Ro, and Trung Nguyên recorded growth of over 100% during the quarter.
On the seller side, TH true mart Official Store and Ensure grew strongly, while the An Cung Ba Tuyet brand declined nearly 3%.
In earlier 2025, An Cung Ba Tuyet led the snacks category on e-commerce platforms, generating about 228.6 billion VND in revenue—up 304% year on year—with more than 1.9 million products sold. The snacks category was also the largest segment within the grocery–food group, accounting for 21.7% of sector revenue.
The top five snack brands by revenue were Mẹ Rô, An Cung Ba Tuyet, Bếp Chè Thái, Kam Yuens, and Catsky Food.
The An Cung Ba Tuyet brand is associated with the image of Grandma Tuyet (real name Do Thi Tuyet), known on social media as Ba Tuyet Diamond, from Thai Nguyen. The brand gained prominence on TikTok with products such as deboned chicken feet, flavored chicken leg snacks, and spicy skewers, with promotional videos and livestreams often drawing large audiences.
The TikTok channel An Cung Ba Tuyet has more than 3 million followers. Another active account, @batuyethanhvi, has about 1.9 million followers and regularly livestreams sales.
During development, the brand faced several controversies related to business operations. In June 2025, a Facebook page titled “Ăn Cùng Bà Tuyết” posted a notice about dissolving the An Cung Ba Tuyet Trading Services Joint Stock Company, citing difficulties and a lack of need to continue the business. This led to questions given that the brand continued selling a large volume of products on e-commerce platforms.
At the same time, reports indicated that the cart for the channel was temporarily locked, sparking further discussion. Despite this, sales activities continued via the account @batuyethanhvi, and the channel still livestreams daily with ongoing business operations.
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