Lunar New Year on the moon, or Mooncake Festival, kicks off in Ho Chi Minh City for the year 2025.
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As the 2025 Mid-Autumn Festival approaches, the mooncake market in Ho Chi Minh City (HCM City) is buzzing with activity. Consumers are placing a heightened focus on selecting products with clear origins and established brands, due to the influx of counterfeit products in the market.
The HCM City Food Safety Management Board, led by Phạm Khánh Phong Lan, has highlighted the need for increased vigilance and transparency in the mooncake market. This call for action comes as the mooncake season has started earlier than usual, in mid-July.
In response to these consumer trends, popular mooncake brands are catering to customers in several ways. KIDO Group Corporation, with its two brands—KIDO’s Bakery (premium segment) and Thọ Phát (traditional flavors)—is offering earlier season launches and product diversity. The company has announced a doubling of its mooncake production for the 2025 season to meet customer demand.
KIDO’s Bakery targets the premium segment, while Thọ Phát appeals to customers who prefer traditional flavors, demonstrating segmentation based on taste and purchasing power. Brands like Trà Việt combine mooncakes with complementary items such as jasmine tea in elegant gift boxes that include gift bags and story handbooks, appealing to consumers looking for thoughtful, complete gift experiences.
New World Saigon’s mooncake sets are crafted to evoke emotional connections and nostalgia, tapping into consumer desires for meaningful and culturally resonant gifts. Apart from KIDO, other specialized manufacturers such as Như Lan, Orion, and Bibica have also entered the 2025 mooncake market early.
Collaboration among agencies is being strengthened to enhance inspections and surveillance across the mooncake market, especially for products of uncertain origin extensively promoted on social media platforms. Authorities have emphasized the potential risks associated with homemade mooncakes, particularly regarding food safety. Inspections and regulations are being reinforced to ensure mooncake makers adhere to food safety standards, disclose product information, maintain proper hygiene, and confirm ingredient sources.
Handmade mooncakes have shown significant growth rates on e-commerce platforms such as Shopee and TikTok Shop. However, strict product verification by these platforms poses challenges for small-scale sellers of mooncakes. E-commerce platforms are being utilized by companies for aggressive marketing of mooncake products.
The Department of Industry and Trade of HCM City has emphasized the importance of quality control, source traceability, and consumer rights protection in the mooncake market. Consumers are advised to prioritize products from reputable businesses with clear quality assurances, origins, and compliance with food safety regulations.
US tariffs for Vietnamese goods have been reduced from 46% to 20%, boosting consumer confidence, creating a favorable macro-economic environment for the growth of the mooncake market. The 7.5% GDP growth in the first half of the year in Vietnam further supports this optimistic outlook.
In conclusion, the 2025 Mid-Autumn Festival mooncake market in HCM City is marked by a growing preference for premium, early availability, innovative flavors, elegant packaging, and emotional or cultural storytelling, with major players actively expanding production and product lines to meet these demands.
- As the lunar New Year draws near, there's an increase in demand for clear branding and authentic products in the food-and-drink sector, particularly mooncakes, due to concerns about counterfeit goods.
- AI technology may be beneficial in ensuring transparency and traceability of products, including mooncakes, helping consumers make informed decisions.
- Collaboration between businesses and government agencies is crucial to ensure the quality and safety of mooncakes, especially those sold online, where there's a growing trend for handmade mooncakes.
- With the reduction of US tariffs on Vietnamese goods, businesses may benefit from increased consumer confidence and improved economic conditions, potentially boosting the growth of the mooncake market.
- For a balanced lifestyle, prioritizing health and the environment, consumers might opt for mooncakes made with organic, eco-friendly ingredients, supporting a greener home-and-garden philosophy.
