Modern mooncake trends send Vietnamese youth into frenzy

This year, the market is seeing an explosion of creative and unconventional trends, transforming the traditional holiday treat into a cultural and culinary phenomenon.

Mooncakes are commonly given as a gift during the Mid-Autumn Festival in Vietnam, which is also known as the 'Children’s Festival.’

The fest takes place on the 15th day of the eighth lunar month, falling on Monday, October 6 this year.

Handmade mooncakes dominate with personalized appeal

Once a niche product limited to small bakeries, handmade mooncakes have now become a booming segment.

Handmade mooncakes have captured the attention of young consumers not just for their artisanal taste, but for the ability to personalize every aspect–filling, sweetness level, size, shape, and even packaging.

This year’s standout trend is the shift toward ‘healthier’ and less sweet alternatives.

Many producers are swapping out refined sugar for honey, low-calorie sweeteners, or plant-based syrups, while incorporating natural ingredients like lotus seeds, taro, oats and matcha.

This resonates with health-conscious consumers who want to enjoy festive flavors without worrying about weight gain or blood sugar spikes.

Beyond the wellness angle, handmade mooncakes are embracing bold, imaginative twists.

Molten lava fillings, bubble tea flavors, cold-stored snow skin varieties and savory cheese blends are lighting up social media.

Viral images of mooncakes oozing with chocolate or shaped like adorable capybaras and Labubu characters have garnered tens of thousands of shares, making these treats must-have gifts trending across TikTok.

‘Sold out’ flavors

The 2025 Mid-Autumn Festival is also defined by an appetite for novelty.

Among the most in-demand is the baked chocolate lava mooncake.

With its classic crust hiding a rich, molten chocolate, this flavor has sparked a buying frenzy.

The cakes, priced between VND30,000 and VND70,000 (US$1.1-$2.6) each, or some VND300,000 ($11.4) for a set of three, are quickly sold out.

Hoa, a Hanoi shopper, shared that she visited dozens of stalls without securing even one single chocolate lava cake.

Not far behind in popularity is the stir-fried green rice mooncake.

This variation offers a chewy, nutty profile combining cốm (young sticky rice) with coconut, lotus seeds, and sometimes salted egg yolk.

It evokes a nostalgic yet novel taste of Hanoi’s autumn.

Depending on ingredient quality, prices range from VND70,000 to VND100,000 ($2.6-$3.8) per piece.

However, this flavor is best enjoyed fresh.

A vendor explained that the filling is made daily, making the cakes most flavorful when consumed the same day, with a maximum shelf life of two or three days.

Salted egg snow skin mooncakes gain traction

Salted egg snow skin mooncakes have become the social media darling of this year's Mid-Autumn Festival.

Their appeal lies not only in flavor but also in the unique way they are served, a trend popularized on TikTok, Instagram, and food enthusiast communities.

Instead of eating them at room temperature, many now recommend chilling the cakes for one or two hours before consumption.

This gives the snow skin a firmer, refreshing texture, and the cake is then gently flattened and sliced into small, bite-sized pieces.

This way of consumption helps reduce sweetness and enhance presentation–perfect for sharing.

More importantly, this method elevates the flavor.

Pressing the cake spreads the salted egg evenly throughout the lotus seed filling, creating a balanced bite every time.

Rather than encountering chunks of intense saltiness, eaters enjoy a harmonious blend of creamy, savory, and sweet notes in each piece.

Food safety still a priority amidst the hype

While the mooncake scene grows more vibrant and experimental, food safety remains a pressing concern.

Associate Professor Dr. Nguyen Duy Thinh, former staff member at the Institute of Biotechnology and Food Technology at Hanoi University of Science and Technology, said that mooncakes contain perishable ingredients like mung beans, lotus seeds, and salted eggs.

If preparation and storage are not properly managed, harmful bacteria can proliferate, posing a threat to consumers’ health.

“Many small-scale producers operate in poorly sanitized environments, while some even use industrial colorings or unauthorized additives.

“Some consumers often prioritize low prices without verifying quality, which allows substandard products to infiltrate the market,” he said.

He advises buyers to choose mooncakes with clear labeling, including origin, expiration dates, and food safety certifications.

Purchasing from reputable brands is also highly recommended to ensure health and safety.