Early season mid-autumn festival mooncake market caters to diverse demand

Huu Nghi has launched a unique Momiji (maple leaves) mooncake collection that appeals to the younger generation with flavours like cranberry yogurt, lotus seed cheese, black pearl milk tea, and salted egg with butterfly pea flower. These products are also packaged in elegant designs.

Kinh Do, another major brand, offers a variety of options for different tastes, including roasted chicken ham, special four-egg abalone, and sausage with nuts. This year, the company has introduced a range of individual mooncakes priced between VND58,000 (US$2.32) and VND175,000 each. For premium gift sets, prices range from VND285,000 to 5,000,000 per box.

Nguyen Thu Huyen, an employee at Hanoi Confectionery Joint Stock Company, said that currently, the number of customers buying mooncakes is still quite sparse, with most purchasing a few samples to taste. “However, we anticipate a significant increase in sales as the Mid-Autumn Festival approaches, driven by the demand for gift-giving. To meet this demand, we have ensured sufficient stock to serve our customers.”

A representative of the Korean-funded Orion Vietnam reported that 2024 remains a challenging year for the economy. To meet customer needs, the firm has focused on the affordable market segment, offering a variety of products at stable prices. Consumers can choose from 10 different flavours, with prices ranging from VND60,000 to 77,000 a piece.

Traditional producers like Phuong Nguyen on Thuy Khue street, Ba Dan on Hang Be street, and Phuong Soat on Hang Chieu street have also introduced their products of time-honoured techniques and traditional recipes early in the season.

Nguyen Thi Thuy, owner of the Phuong Nguyen bakery, mentioned that even at the start of the season, customers coming to her shop has been substantial. Established in 1954, Phuong Nguyen has always prioritised quality and flavour in its traditional mooncakes. Reasonably priced, ranging from VND55,000 to 80,000 each, its products include familiar traditional fillings like green bean with coconut, green bean, and mixed ham. Additionally, Phuong Nguyen offers premium boxed mooncakes that cost from VND250,000 to 600,000 per box.

Ba Dan Bakery on Hang Be Street, with a history spanning 30 years in the capital, continues to preserve its traditional flavours, and is popular among locals.

With the growth of technology, online sales channels have also played a crucial role in the mooncake market. In addition to being sold at street-side stores and kiosks throughout Hanoi, the products are now available on social media platforms, websites, and e-commerce apps like Facebook, Shopee, and Zalo. This allows consumers to conveniently access and select their preferred products without the need for extensive travel.

The Mid-Autumn Festival, a Vietnamese traditional festival that is celebrated annually on the 15th day of the eighth lunar month, falls on September 17 this year.