Traditional mooncakes in demand this year

Two weeks ago, Khanh Vi, owner of a handmade mooncake brand on Nguyen Hoang street in Hanoi, stopped accepting purchases via Facebook after hitting 2,000 orders.

Vi began taking orders in early August, primarily catering to businesses looking for gift options. In contrast to previous years, when customers sought trendy flavours like abalone, sea cucumber, shark fin, and roast chicken, this year’s demand has shifted to more traditional fillings such as mung bean, red bean, lotus seed, and mixed ham. At the same time, customers are placing more importance on elegant, visually appealing packaging.

"In terms of appearance, this year, customers prefer traditional round or square moulds with classic patterns like lotus flowers, unicorn heads, and chrysanthemums," Vi said. "The mooncake boxes are also designed to be simple and sophisticated, with subtle colours and minimalistic decorative patterns."

While this year's mooncakes are simpler in both appearance and flavour, prices have risen by 30-40 per cent compared to previous years, ranging from VND800,000 ($33) to VND1 million ($42). Vi explained that the price increase is due to the upgraded ingredients and packaging, meeting the higher expectations for quality and refinement.

In addition to handmade mooncake shops, traditional mooncake establishments in Hanoi – such as Phuong Nguyen and Bao Phuong in Thuy Khue street, Ba Dan in Hang Be street, and Phuong Soat in Hang Chieu street – have also launched their traditional mooncake offerings, complete with elegant designs and flavours to meet growing consumer demand.

Nguyen Thu Thuy, owner of Phuong Nguyen Bakery, noted that customer numbers had increased by 30 per cent compared to the beginning of last month. Traditional fillings such as mung bean and coconut, mung bean and green rice, and mixed baked mooncakes are among the most popular, priced between $2.30 and $3.30 each.

"We also offer premium mooncake boxes, priced from $10-25 for boxes containing 4–8 cakes, catering to the gift market," Thuy said.

Meanwhile, the official fan page of the traditional mooncake brand Dong Phuong in Haiphong stopped accepting online orders from August 30 due to an overwhelming number of requests. Dong Phuong, a brand with nearly 70 years of history, remains beloved by customers, continuing its tradition of producing mooncakes that resonate with both long-standing and new customers.

Understanding consumer preferences and expectations, several high-end mooncake brands – operated by foreign confectionery companies and 4-5 star hotels – have quickly entered the market with exclusive offerings.

Mondelez Kinh Do Vietnam launched its 2024 collection of Kinh Do mooncakes, featuring 70 unique flavours that combine tradition and modernity. Among these, three product sets highlight traditional flavours, catering to customers who prefer gifting mooncakes with a cultural touch.

The company is leading the way in using 100 per cent environmentally friendly, recyclable packaging materials. The company has also committed to using entirely premium natural plant-based ingredients, and 70 per cent of the refined sugar has been replaced in their, now, vegetarian and diet-friendly mooncake varieties.

Ahead of this year’s festival, Mondelez Kinh Do Vietnam signed a three-year MoU with the Vietnam Exhibition Centre for Culture and Arts to promote the cultural values of Vietnamese festivals to the younger generation.

"Kinh Do mooncakes have been part of the Mid-Autumn Festival for over 25 years. More than just a cake, it is a gift that conveys the nation’s traditional cultural values," said Anil Viswanathan, managing director of Mondelez Kinh Do Vietnam.

"Our efforts extend beyond developing high-quality mooncakes to meet the diverse needs of our customers. We are also committed to preserving and promoting the cultural significance of the Mid-Autumn Festival. Through this collaboration, we hope to spread the festival’s values for years to come," added Viswanathan.

Mai House Saigon Hotel presents a unique mooncake collection inspired by the legendary tale of the Carp Transforming into Dragon, a story deeply rooted in Vietnamese culture. This tale represents resilience, transformation, and success, as the carp endures challenges before finally becoming a powerful dragon.

"Our mooncake collection draws inspiration from this legend, offering a product that is not just a traditional gift but also a heartfelt wish for prosperity and success to loved ones and business partners," said a representative from Mai House Saigon Hotel. "The luxurious design of the box, adorned with elegant dragon motifs, reflects the richness of our cultural heritage."

The Reverie Saigon’s mooncake collection is designed to evoke the Oriental symbolism of four elements: health, prosperity, tranquillity, and happiness, all harmoniously encircling a central circular frame representing unity and completeness.

"In addition to the unique box designs, we focus on carefully curating the flavours, blending contemporary ingredients with traditional Vietnamese mooncakes," said Marcelo Geraldini, executive chef at The Reverie Saigon.

"We offer classic flavours like mung bean, lotus seed, and black sesame, alongside innovative creations such as sakura shrimp, tiramisu cheesecake, and cream cheese with dragon fruit," added Geraldini.