Traditional mooncakes spark interest among foreigners

According to the latest report from CleverAds on 2024 mooncake consumption trends, one of the driving forces in the Vietnamese mooncake market is its deep-rooted cultural heritage.

“Mooncakes are a symbolic delicacy, embodying a distinctive cultural feature and becoming an essential part of the Mid-Autumn Festival for East Asian people, especially in Vietnam,” CleverAds said. “This cultural element generates strong and steady demand for mooncakes during each festival season.”

The report also highlighted that in recent years, alongside traditional flavours, innovative varieties such as green tea, chocolate, cheese, coffee, and assorted fruits have gained popularity, sparking a new trend in the market.

"The introduction of these unique and novel mooncake flavours provides consumers with a more diverse and appealing selection," CleverAds said.

Foreigners are fascinated by the traditional cultural story of Vietnamese mooncakes. Photo: Pinterest

Additionally, the expansion of Vietnam’s mooncake market is driven by the rapid growth of e-commerce. This not only saves consumers time but also broadens the market for mooncake businesses by connecting them with a larger customer base.

“The rise of e-commerce has shifted consumer buying habits towards online shopping. Consumers can now purchase mooncakes via websites, social media, and e-commerce platforms,” the report said. “This trend has created new business opportunities, particularly for smaller companies, by making it easier to draw in and engage potential customers.”

Ali Akbar Nazari, Ambassador of Iran to Vietnam, told VIR, “Nations such as Thailand have baked mooncakes like in Vietnam, but they don’t have sticky rice mooncakes. This kind of mooncake is soft and has a snow skin, quite different from other types. In my view, Vietnamese mooncakes offer a more diverse range of fillings, flavours, and shapes.”

He also emphasised that Vietnamese mooncakes are much more than a sweet treat.

“Mooncakes symbolise cultural identity, family unity, and the joy of sharing. Last year, my Vietnamese friends gave my family a box of mooncakes for the Mid-Autumn Festival. When my daughter travelled abroad, she took a mooncake as a gift for a friend. This act of giving fosters a sense of community and goodwill, reflecting Vietnam’s culture of sharing and generosity,” he said.

Amy Williams, a freelance model from London who has celebrated the Mid-Autumn Festival in Vietnam several times, shared her insights on mooncakes in Vietnamese culture.

“I’ve been living in Vietnam for three years, and every year, mooncakes are a must in our home, something we enjoy sharing together,” Williams told VIR.

After tasting both Vietnamese and Hong Kong mooncakes, Williams found similarities in texture and flavour. However, she said the variety and cultural significance of Vietnamese mooncakes set them apart.

From a mooncake seller’s perspective, a representative from Ca Ke, a bakery in Hanoi's Old Quarter, said that curiosity about traditional Vietnamese culture was a key factor in attracting foreign customers.

“Foreigners often show a keen interest in the traditional aspects of mooncakes,” the Ca Ke representative said. “They ask about the traditional ingredients and the unique flavours of Vietnamese mooncakes. Many are eager to purchase these delicacies as a way to explore Vietnam’s cultural specialities.”

The representative also noted that online platforms have made it easier for foreign customers to explore Vietnamese mooncakes.

“In addition to visiting our physical store, foreign customers engage with us through online channels like Facebook and Instagram to learn about the different mooncakes we offer. Many international customers also order mooncakes online, taking advantage of the convenience and variety available on digital platforms,” the representative said.

This year, the Mid-Autumn Festival in Vietnam will be celebrated on September 17. According to a shopping trend report for the 2024 festival, published by CI Research in August, most purchases are made 1-2 weeks before the festival. To meet demand, both traditional bakeries with affordable products and luxury brands with premium offerings launched their 2024 mooncake collections in early August.

InterContinental Saigon unveils 2024 collection of premium mooncakes Inspired by the symbolism of the magpie, InterContinental Saigon bids its fondest wishes to guests and loved ones through a vibrant mooncake gift box design.

Hotels exhibit exquisite mooncakes Mid-Autumn Festival 2024 is just around the corner, and the mooncake market in Hanoi and Ho Chi Minh City has already started blooming with a vibrant and competitive playground of traditional mooncake makers, luxury hoteliers, and confectionery companies.