Muong Thanh unveils premium mooncakes for Mid-Autumn Festival 2025

The Nguyet Vu Doan Vien mooncake box is more than a seasonal product, it serves as a cultural narrative and a symbolic gesture of reunion, crafted by the skilled hands of Muong Thanh artisans who take pride in Vietnam’s cultural heritage.

According to the group, the launch of Nguyet Vu Doan Vien is intended to serve both brand and business objectives, reinforcing Muong Thanh’s Vietnamese identity while expanding its seasonal product portfolio. The move also reflects a broader trend in the hospitality industry, where hotels are increasingly leveraging in-house culinary assets to diversify revenue and strengthen brand engagement.

Cultural heritage wrapped in every mooncake box. Photo: Muong Thanh Group

The new collection includes six flavours: lotus seed and green tea, black sesame, mung bean and chia seeds, black tea, blueberry, and the traditional mixed nuts. These were selected to appeal to a wide range of consumer preferences, from those seeking nostalgic flavours to others looking for more contemporary profiles.

The mooncakes are available in a gift box priced at $34. A 5 per cent promotional discount is being offered for orders placed before August 10, reducing the price to $32 per box.

A key feature of the Nguyet Vu Doan Vien mooncake box is its design, which draws visual inspiration from the Vietnamese craft of mother-of-pearl inlay. This decorative technique, historically used in wooden furniture and religious artefacts, is known for its intricacy and the skilled manual labour required at every stage of production. Patterns are assembled from pieces of shell, cut and polished by hand, to form stylised depictions of nature, mythology, or geometric motifs.

Mother-of-pearl inspires the mooncake box design. Photo: Muong Thanh Group

Incorporating mother-of-pearl imagery into packaging design is a strategic branding choice, aligning with Muong Thanh’s ongoing efforts to embed traditional elements into its service and product offerings. By referencing a craft that holds cultural and historical significance in Vietnam, the group aims to strengthen the cultural identity of its seasonal product while highlighting the broader value of traditional craftsmanship in a modern commercial context.

"The mooncake box is not simply a container but a medium to convey Vietnamese aesthetics," Muong Thanh’s representative told VIR. "By referencing a mother-of-pearl inlay, we hope to raise awareness of a cultural heritage that is increasingly under-recognised in everyday life."

With a network of 63 hotels across Vietnam and several international destinations, Muong Thanh is one of the largest privately owned hotel chains in Indochina. The group has consistently maintained a dual focus on expansion and local cultural integration, developing hospitality offerings that reflect regional characteristics while maintaining operational standards in line with broader industry trends.

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