Vietnamese brands launch mooncake market

Starting the 2025 Mid-Autumn Festival, Vietnamese mooncake brands such as Kinh Do, Nhu Lan, Bibica, Richy, KIDO's Bakery... are introduced to customers by pastry shops, hotels, and coffee chains with products of diverse flavors, designs, and beautiful packaging. On e-commerce channels and social networks, mooncake business activities are no less exciting.

A moon cake business location in Ninh Kieu ward, Can Tho city.

According to some market research, consumers prefer delicious mooncakes with light taste, less sweet, made from natural ingredients. Beautiful product packaging, products with names, stories with meaningful messages associated with the tradition of Mid-Autumn Festival are plus points to attract customers.

In addition to selling moon cakes directly at stores and supermarket chains, businesses are also interested in online business on social networking platforms and e-commerce channels. According to businesses, this year's cake prices are almost unchanged compared to last year, some types have increased but not significantly.

KIDO Group is one of the units that kicked off the 2025 Mid-Autumn Festival with a series of products from two key brands, KIDO's Bakery and Tho Phat. It is forecasted that the purchasing power of moon cakes this year will improve. Therefore, KIDO will double the production of moon cakes compared to 2024, while focusing on improving both the flavor and packaging design of the products. According to KIDO, this year, KIDO's moon cake products will be distributed at 1,000 traditional retail points of the group, along with a system of nearly 300 miniBAO stores and partners. In particular, the company will promote online sales channels through the Shopee Mall and TikTok Shop platforms; at the same time, it will combine livestream sales with KOLs/KOCs according to the affiliate marketing model on the E2E MCN platform (a rapidly growing commercial model).

Occupying a large market share, this year, Kinh Do mooncakes not only invest in quality but also focus on product images. Each product is embedded with meaningful, impressive images of the Mid-Autumn Festival - Reunion Festival. Accordingly, the premium Golden Moon gift set has been completely renewed in design and model. The boxes containing the regular cake lines are also changed in design to match the theme of the year. The cakes are not only made from selected, quality ingredients but also invested in many recipes with diverse flavors.

From traditional flavors such as mixed, ham, char siu, green beans, red beans... to salted egg yolk, lava, chocolate, cheese,... Kinh Do also has green cakes made from ingredients for dieters or diabetics. Regarding price, apart from the Black and Gold Diamond Mooncake box which has been adjusted to increase by 400,000 VND/box, compared to last year, most of Kinh Do's product lines have not changed much in price. Some only increased by about 10,000 VND/box. Kinh Do Mooncake 2025 costs from 570,000 VND to 1.3 million VND/box; Black & Gold Mooncake costs from 640,000 VND to 5 million VND/box; individual mooncakes cost from 55,000-171,000 VND/cake, depending on the type. In particular, Kinh Do small cakes range in price from only 35,000-40,000 VND/piece.

This year, Orion introduces a mooncake collection with the message: "The moon clearly shows the true feelings" with a flexible design, suitable for many customers with different spending abilities. Inspired by the Indochine style, Orion gift boxes come in traditional red, modern cobalt blue and luxurious gold. Along with the luxurious design, Orion focuses on the quality and diversity of each product line. Traditional baked and sticky rice cakes are harmoniously combined with new flavors, giving consumers many choices. In addition, Orion commits that the products ensure strict food hygiene and safety standards. This year's mooncake collection is not only designed with many flexible gift sets but also meets the demand for reasonable prices, the recommended selling price for high-end gift boxes ranges from 350,000, 450,000 and 500,000 VND/box.

Khanh Hoa Salanganes Nest Company introduces the Khanh Hoa Salanganes Nest mooncake product line (Sanest Moon Cake) including: mixed baked cakes with bird's nest - shark fin - sea cucumber, mixed baked cakes with bird's nest - sturgeon eggs, mixed baked cakes with bird's nest - cordyceps, soft baked cakes with bird's nest - almonds, soft baked cakes with bird's nest - blueberries. In addition, the company also focuses on investing in product packaging with luxurious boxes, imbued with tradition. Price ranges from 373,000 VND/box of 4 cakes.

With the criteria of combining traditional flavors and modern innovation, especially with high-end and nutritious product lines, in the 2025 Mid-Autumn Festival season, Bibica introduces a variety of mooncakes from high-end to popular. Bibica's baked cakes have traditional flavors including mixed fillings, green beans, roasted chicken ham, taro, green tea lotus seeds... Depending on your needs, you can choose products from the Nguyet collection (Bach Nguyet, Tuyet Nguyet, Thu Nguyet, Thuong Nguyet, Phuc Nguyet, Thanh Nguyet, Kim Nguyet, Da Nguyet); Phu Quy Doan Vien, the festival color collection (red, yellow, green) with prices of 380,000, 450,000, 550,000, 600,000, 860,000 VND/box of 4 cakes; High-end lines at prices of 1,350,000, 1,600,000, 2,400,000 and 2,600,000 VND/box, depending on the type.

Nhu Lan mooncakes are also a popular product. The criteria for this brand's cakes are low in sugar and low in fat. In particular, Nhu Lan also has a line of cakes for dieters and vegetarians with main ingredients from red beans, lotus seeds, green tea... High-end product line of bird's nest and shark fin with weight of 200 grams, 250 grams, 300 grams, 400 grams, 1kg, 1.2kg (from 1-8 eggs), priced from 155,000-770,000 VND/piece, depending on the type. Fillings: mixed shark fin with roasted chicken, mixed roasted chicken with seaweed, mixed roasted chicken, coconut with durian, green tea lotus, lotus with almond... priced from 75,000-670,000 VND/piece, depending on the weight (from 200 grams to 1.2kg) and filling. Moon cakes have two types of salty fillings (mixed shark fin with roasted chicken, mixed, roasted chicken) and fillings for vegetarians (mixed vegetarian, vegetarian with green beans and lotus), priced from 65,000-450,000 VND/piece, depending on the weight from 200 grams to 1.2 kg; eggless vegetarian cakes (mixed, green beans and lotus, taro, coconut and durian), priced from 100,000-140,000 VND/piece of 300 grams. Nhu Lan's children's moon cakes cost 55,000 and 75,000 VND/piece of 150 grams. In particular, Nhu Lan also introduces combos (boxes of 4 and 6 cakes) priced from 260,000-1,130,000 VND/box, depending on the type.

Currently, the Government is taking strong action against counterfeit, fake, poor quality goods that do not ensure food safety and hygiene, so consumers can be somewhat assured about the quality of moon cakes on the market. However, food experts also recommend that early moon cake buyers should pay attention to the expiry date, storage conditions and clear origin, to avoid buying floating, poor quality cakes.

Currently, the consumption of moon cakes is still quite quiet. According to businesses, it is expected that during the National Day holiday on September 2, the consumption of moon cakes will increase.

Article and photos: KHANH NAM

Source: https://baocantho.com.vn/cac-thuong-hieu-viet-khoi-dong-thi-truong-banh-trung-thu-a189765.html