Folk taboos when opening a business: Between belief and reality
Opening a shop or starting a business is always considered important by Vietnamese people. Besides preparing capital, premises, and goods, many pay special attention to folk taboos, hoping for a smooth start and prosperous trade. These beliefs have been deeply ingrained over generations, forming a distinctive business culture.
Beliefs about the ghost month (7th lunar month)
One of the most common and controversial taboos is avoiding business openings during the 7th lunar month, often called the "ghost month." According to folk belief, this is when the gates of hell open, allowing wandering souls to return to the living world. Therefore, many avoid major events like weddings, business openings, or moving house, fearing bad luck and failure.
However, this view is not universally held. Some believe the 7th lunar month can be a good time for business, as people's shopping and dining needs continue normally. As shared by a food shop owner at a market on Phu Nu newspaper: even though a fortune teller advised waiting until the 8th month, he wanted to open immediately, believing the "ghost month" is just an exaggerated superstition. He cited friends who married or opened businesses during this month and still lived happily with high revenue. In contrast, his wife strongly opposed, believing in "precaution is better than cure" and fearing bad luck or poor sales.
In reality, this avoidance stems from a desire for peace of mind. When everyone around believes the month is unlucky, the owner may feel anxious, affecting their mood and management decisions. Conversely, if the owner is confident and well-prepared, opening during the 7th month can still succeed. Psychologists suggest that the owner's belief and confidence are more important than choosing a specific date.
Choosing auspicious dates and golden hours
Besides the 7th month, Vietnamese often consult calendars to pick a good day for opening. Choosing a lucky day and hour is believed to bring smooth business and fortune. Many families ask feng shui masters or check lunar calendars to find golden days, avoiding bad ones like Black Day, Tam Nuong, or Sat Chu.
Factors considered include the owner's age, main door direction, and business purpose. For example, a Fire element person might suit days with Fire or Wood element stems and branches. This practice is not just superstitious but also helps owners feel more secure when starting a new venture.
The opening hour is also important. Many choose the golden hour, often early morning, hoping for smooth trade. An auspicious hour is thought to have fresh air and clear minds, helping rituals go well and creating a good impression on the first customers.
Opening rituals and related taboos
Besides choosing dates and hours, Vietnamese perform several rituals when opening a business to attract luck and wealth:
- Opening ceremony offering: The tray usually includes incense, flowers, betel and areca, wine, boiled chicken or sticky rice, and votive paper, arranged respectfully in front of the shop. This shows reverence to deities and local spirits, praying for smooth business.
- First customer ritual (xong dat): The first person to enter the shop after opening is called the "opener." Vietnamese believe if this person is cheerful, successful, and speaks well, the shop will be lucky. Thus, many owners invite someone with a "good fate" and lively personality to be the first customer, or do it themselves before welcoming others.
- Avoiding unlucky things: On the opening day, people avoid saying negative words like "unsold," "loss," or "debt," and avoid breaking bowls or dishes. Sweeping the floor or taking out trash is also avoided for fear of "sweeping away wealth."
- Colors and door direction: Many choose shop colors based on the owner's five elements, or arrange the door direction to match feng shui, attracting positive energy.
Scientific and psychological perspectives
From a scientific view, these taboos have no basis to directly affect business results. However, they hold psychological value. When owners believe they have chosen a good day and performed rituals, they feel more confident and optimistic. This confidence can spread to staff and customers, creating a positive atmosphere for business.
Conversely, being too rigid about taboos may cause missed opportunities or excessive worry, harming morale and performance. As in the food shop story, if the couple cannot agree and delay too long, they may lose advantages like location and prepared supplies.
Advice for business owners
- Balance belief and reality: If family or partners strongly believe in date selection, you can consult and choose a suitable auspicious day without delaying too long. Maintaining harmony within the family and team is equally important.
- Thorough preparation is key: A good business plan, stable capital, quality products, and effective marketing are the true foundations of success. Don't let taboos dominate important decisions.
- Treat taboos as cultural heritage: Respect traditional cultural values, but don't let them become barriers. Perform rituals with a positive mindset, hoping for good things, but always stay clear-headed in business decisions.
In summary, folk taboos when opening a business are part of Vietnamese spiritual life. Understanding and applying them flexibly, combined with thorough professional preparation, will help you have a favorable start, whether you choose to open in any month of the year.
