According to Vietnamese tradition, the first person to enter a house on the first day of the lunar new year will decide that household's fortune, a belief that has created a market for ‘lucky men’.

 Families often hire Fortune-bringer

'Xong dat' is one of the most important rituals during Tet and people that have successful lives with good health and good fortune are often invited to take this important role. However, most families choose to leave their own houses and return at midnight to make sure that they are the first to enter their own home to prevent any potential misfortune.

However, this year there has been surge in demand for such services. The providers offer men who will dress as personifications of Good Fortune, Prosperity or Longevity to wish best wishes to the households. This service is a side business of many companies and has become increasingly popular as economic forecasts for 2013 are quite gloomy.

Do Thi Mai, head of a flower delivery company in Hanoi said, "People who want to hire 'fortune men' have to make request by Lunar December 23."

Mai said most of her costumers were South Korean or Taiwanese firm, banks and several rich families. She said families only hire the Fortune-bringer while companies tend to hire the whole trio as well as lion and dragon dancers.

The average price is VND1.5 million (USD72) for one Fortune-bringer, but prices can rise to VND4 million for the trio plus transport charges if the families live in the suburbs.

Most of the men hired come on the second day of the lunar new year. When entering the house, they will give the owners a baby jackfruit, VND10,000 in lucky money and best wishes. The house owner may invite them inside to eat with the family.

Companies are not the only ones who have taken up this business. In order to earn some money for Tet, young people have posted their adverts on the internet with full information about names, year or hour of birth so service seekers can compare their compatibility.

They even give assurance that they will bring ID cards or student cards as proof of their information. They also charge a lower VND300,000-1 million.

'Xong dat' is not only important during Tet but also when company open new offices.