Growers say festive demand pushes farm-gate prices to 30,000-35,000 VND (USD 1.20-1.40) per kilo, about 50% higher than mid-season levels. The surge offsets reduced yields at the tail end of the harvest, which typically spans October to February.
At Thong Nhat hamlet, Mr. Thieu Viet Ben, who cultivates more than a hectare of oranges and tangerines on an island in a hydropower reservoir, said the Tet crop remains the most profitable despite lower output.
His family supplied nearly three tons of Duong tangerines and Cam Sanh oranges last Tet and expects around two tons this year, with shipments heading to Ho Chi Minh City, Hue, and Da Nang.
Deep inside the forested Tram Lap hamlet, over 20 km from the commune center, Ms. Tran Thu Trang also reports brisk Tet sales. Her family, among the first to grow oranges on basalt soil near the ancient Kon Chư Răng forest, now manages more than 1,000 trees across four hectares. She said heavy rains reduced pink tangerine yields, but Tet sales still guarantee strong income as traders buy directly at the orchard.
Trang noted that Tet fruit requires meticulous care because only the most visually appealing oranges and tangerines fetch premium prices. After two or three harvests, fruit appearances decline, making the work more demanding. Her family spends much of December and early January living on-site to maintain the fruit’s bright color and juiciness.
“The busiest days are the 26th and 27th of the lunar twelfth month,” she said, adding that every fruit, whether flawless or blemished, sells out before Tet.
Visitors from nearby towns also flock to Sơn Lang to handpick produce. Ms. Nguyen Thi Dong from An Khe said choosing oranges in the orchards feels like a spring outing, adding that Son Lang offers not only oranges and pink tangerines but also custard apples, golden star apples, and guavas.
Retailers echo this rising demand. Ms. Nguyen Thi Anh, who runs a specialty fruit shop in Pleiku, said customers increasingly view Son Lang oranges as a trusted Tet staple, praising their color, flavor, and clear origin. Pink tangerines are especially popular for their symbolism of warmth and family unity during the holiday.
Sơn Lang now has nearly 60 hectares of oranges, most meeting VietGAP standards, according to Vice Chairman Mr. Le Quy Truyen of the commune People’s Committee. The area, first planted with oranges in 2001–2002 as part of a crop-restructuring push, has since become known as the “orange capital” of western Gia Lai.