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A vibrant and transparent retail market is emphasized.
Along the main streets of Ho Chi Minh City, mooncake stalls have been set up, mostly belonging to familiar brands such as Kinh Do, Bibica, Huu Nghi, Nhu Lan, Dong Khanh... The common price for mooncakes with 1-2 egg yolks ranges from 60,000 to 200,000 VND per piece, varying depending on whether they are traditional or premium products.
Alongside traditional sales channels, the company is boosting online distribution on e-commerce platforms such as Shopee Mall and TikTok Shop, in combination with KOLs/KOCs and livestreaming. This strategy helps the brand reach young customers and businesses while optimizing costs compared to maintaining large retail stores.
Stalls selling mooncakes have appeared on the streets of Saigon.
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However, this vibrancy also comes with risks. Many products of unknown origin and counterfeit goods are rampant, posing a potential threat to food safety and hygiene. To protect consumers, Ho Chi Minh City has implemented the "Responsible Green Tick" program to identify safe products and encourage businesses to be transparent about quality. This not only helps to enhance trust but also aims to build a healthier market in the long term.
Traditional Vietnamese cakes: Familiar brands maintain market share.
Traditional mooncakes still dominate the market, meeting the needs of the general public and serving as gifts within families, playing an important role in the culture and traditions of the Mid-Autumn Festival.
Besides attractive designs, many people prioritize choosing cakes with guaranteed quality from well-known brands.
Kinh Do continues to maintain its leading position with a diverse collection, from convenient mini boxes to the premium Golden Moon series. Nhu Lan – a long-standing brand in Saigon – still maintains its appeal thanks to its traditional flavors and affordable prices. Bibica and Huu Nghi focus on expanding their distribution systems, offering many familiar designs and flavors such as mung bean, mixed nuts, and lotus seed. Dong Khanh, a name associated with connoisseurs, maintains its brand with classic mixed nut mooncakes.
Thanks to their reasonable prices and familiar flavors, traditional household products continue to be the top choice for the majority of consumers, creating stable purchasing power amidst a trend of tightening family spending.
Long-established mooncake brands in Saigon are likely to maintain their position this Mid-Autumn Festival.
A premium cake line with unique themed designs - Seasonal themes of a 5-star hotel.
Besides the mainstream product line, this year's high-end mooncakes from 5-star hotels are attracting attention with their unique designs and innovative flavors. These luxurious boxes are primarily aimed at corporate clients and the upper class, reflecting a trend towards personalization and a clear shift in consumer tastes during the festive season.
This year's Mid-Autumn Festival also saw an unprecedented early start from major brands, especially the hotel mooncake segment. As early as June, many 5-star hotels in Ho Chi Minh City such as JW Marriott Hotel Saigon, Renaissance Riverside Saigon, Mai House Saigon, and Mia Saigon launched their mooncake collections, nearly three months earlier than the Mid-Autumn Festival.
The early product launch not only aims to capitalize on the high-end gift-giving season but also serves as a marketing and brand positioning strategy in an increasingly competitive environment. The meticulous investment in packaging design also reflects how hotels view the Mid-Autumn Festival as a crucial "stage" to assert their position in the luxury segment.
This year's Mid-Autumn Festival season has seen an unprecedented early start from major hotel brands in Ho Chi Minh City.
The price of mooncakes from hotels in 2025 ranges from 1 million to over 3 million VND per box, depending on the number of mooncakes and accompanying gifts such as tea, wine, or designer accessories. Packaging is a highlight, with many brands investing heavily in aesthetically pleasing box designs, and many collections reflecting art, fashion, or Eastern culture. Some hotels even introduce velvet bags, stylized cylindrical boxes, or "transformable" designs that can be reused after the festival season.
This year, JW Marriott Saigon's "Nguyet Loc Vien" mooncake collection is inspired by the image of families gathering in a traditional garden setting, enjoying tea, mooncakes, and admiring the moon. The collection includes two special box editions: "Moon Seed," featuring a refreshing green tone representing new life, and "Moon Flower," in a gentle pink hue symbolizing prosperity under the moonlight.
The highlight of the collection is the "Boi Phuc Ky Vien" box, elegantly designed like a treasure chest, its exterior decorated with images of sprouts and herbs against a vibrant green background, reminiscent of a full moon night. Inside are six traditional mooncake flavors combined with premium ingredients, creating a diverse range of tastes for the Mid-Autumn Festival.
Meanwhile, the “Autumn Point” collection from Renaissance Riverside Hotel Saigon reflects a trend of blending tradition and innovation. The product design is inspired by chrysanthemums, with two box versions showcasing simplicity and approachability through gold foil stamping on a blue background and rustic paper patterns, targeting customers who appreciate elegance without being overly ostentatious.
In terms of flavor, the collection aims for diversity and harmony between traditional and innovative ingredients, including Sichuan-style shrimp with its rich and complex taste, West Lake lotus seeds retaining their classic essence, a mixed assortment of eight treasures with a variety of rich components, and Tie Guan Yin tea offering a light and refreshing sensation. This combination aims to attract customers who desire an experience that combines tradition with modernity, while also creating a competitive advantage in the increasingly diverse hotel mooncake market.
In the increasingly competitive high-end mooncake market, Mia Luxury Collection's "Moonlit Blossoms" stands out with its cylindrical box design featuring a handle styled like a handbag, differentiating it from traditional products. The theme of natural beauty is expressed through exquisite floral motifs, and the fuchsia pink velvet pouch evokes both classic and modern styles, catering to the aesthetic trends of young, urban customers.
Besides traditional flavors that evoke memories, Mia Luxury Collection introduces three new flavors to attract consumers seeking innovation: pomelo & cheese, coffee latte, and truffle & ham. The collection is divided into two versions: “Jade Wildflower” aims for a harmonious blend of tradition and modernity, while “Pink Lantern Paradise” focuses on creativity with a truffle & ham accent. The products are aimed at those seeking unique experiences and sophisticated designs, while also reflecting the current trend of product diversification in the mooncake market.
In addition, Mai House Saigon's "Peaceful Moonlight Night" stands out with its design inspired by the image of a tranquil moonlit night, featuring a noble golden color – a symbol of wealth and prosperity. The lotus flower motif combined with the full moon creates an elegant overall look, and it comes with a matching paper bag, suitable for high-end gift-giving needs.
In terms of flavor, the collection includes four types of cakes carrying messages of blessings: Buddha Jumps Over the Wall, symbolizing prosperity; shark fin and roasted chicken, a special blend of rich and refined flavors; tiramisu with cheese filling, offering a modern touch; and charcoal-grilled golden sand cheese cake, creative yet elegant, sparking curiosity in diners.
The 2025 Mid-Autumn Festival mooncake market in Ho Chi Minh City shows a clear differentiation: traditional mooncakes maintain their appeal due to their familiarity and affordable prices, while high-end collections from hotels dominate the luxury gift segment. In this context, consumers are increasingly concerned about product origin transparency and food safety, while businesses need to balance product innovation with social responsibility. This year's Mid-Autumn Festival, each mooncake product, from rustic to high-end, tells its own story, contributing to a more diverse and profound picture of the traditional Vietnamese family reunion.
