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Although the Mid-Autumn Festival is still more than a month away, this year's mooncake market has started earlier than ever, with a groundbreaking and meaningful trend: mooncakes featuring the Vietnamese national flag and map. This is not just a business phenomenon, but also a subtle connection between traditional cuisine and patriotism, creating an unprecedented "craze."
Previously, mooncakes were only known for their traditional shapes such as lotus flowers, carp, or elaborate patterns. However, this year, just from a few photos shared on social media, mooncakes shaped like the Vietnamese flag and map of Vietnam have quickly attracted attention. On TikTok, numerous videos showcasing and experiencing these mooncakes have garnered hundreds of thousands of views, with countless comments expressing delight and pride.
A special feature of this year's Mid-Autumn Festival is the abundance of mooncakes shaped like the Vietnamese flag, the map of Vietnam, or with colors and designs that evoke these sacred symbols.
The surge in this trend can be explained by the special timing: the whole country is looking forward to the 80th anniversary of the August Revolution and National Day on September 2nd. The image of the national flag and the map of the homeland is not only a sacred symbol, but also evokes national pride and respect for historical values. Incorporating these symbols onto mooncakes – a food associated with childhood and traditional holidays – creates a perfect combination, blending tradition with modern spirit.
This phenomenon is part of a trend of expressing patriotism and national pride through everyday products and activities, as the whole country is looking forward to the grand celebration of the 80th anniversary of the August Revolution and National Day on September 2nd.
Beyond just the shape, manufacturers also dedicate significant effort to quality and flavor. Mooncakes shaped like the national flag are popular in both round and square forms, with a vibrant red crust made from natural, safe ingredients. The highlight is the prominent five-pointed golden star in the center, meticulously crafted. The fillings are also creatively combined with various ingredients, offering a rich flavor that is both familiar and novel.
Mooncakes with the red flag and yellow star design are causing a sensation online.
One of the most sought-after mooncake varieties is the three-layered filling, combining taro, mochi, and shredded pork floss. The harmonious blend of the creamy richness of taro, the chewy texture of mochi, and the sweet and savory flavor of shredded pork floss creates a unique culinary experience. Although these special mooncakes are 20-40% more expensive than regular mooncakes, their special meaning has led to them selling out immediately upon release.
Besides the national flag, cakes shaped like the map of Vietnam – the S-shaped strip of land – also received considerable attention. They are not just a food item, but also a miniature work of art, expressing love and attachment to the homeland.
Starting with a few photos shared online, mooncakes shaped like the Vietnamese flag quickly became a phenomenon, and the idea spread widely.
Prices for these products range from 85,000 to 250,000 VND per piece, depending on weight and type of filling.
Manufacturers are not only focusing on the cake itself but also investing in packaging and design to create differentiation. Some boxes are printed with bronze drum patterns, symbols of the ancient Dong Son culture. Some even incorporate modern technology, automatically playing President Ho Chi Minh's Declaration of Independence when the lid is opened. These unique details have transformed the mooncake into a spiritual and emotionally rich gift, allowing recipients to not only enjoy the taste but also feel the solemnity and sacredness of the festival.
Each box of mooncakes weighs between 150 and 300 grams, with a variety of rich flavors such as mixed nuts, mung bean, coconut rice flakes, black sesame, pandan leaf, salted egg, taro, mochi, etc.
In major cities like Hanoi, many small businesses quickly imported goods well in advance to capitalize on the trend. Production facilities had to operate at full capacity to meet the increased demand, demonstrating the dynamism of this market. This trend not only brings economic benefits but also contributes to fostering patriotism in the hearts of every Vietnamese person, especially the younger generation.
