Mooncake orders double ahead of Vietnam's Mid-Autumn Festival

Vietnam's Mid-Autumn Festival, known locally as Tet Trung Thu, is a traditional festival held on the 15th day of the eighth month of the lunar calendar, usually falling in September or early October.

The festival is associated with family gatherings, children carrying lanterns and lion dances, while mooncakes are traditionally eaten and given as gifts to relatives, friends, and business partners.

Although the festival falls in late September this year, consumers have already begun shopping for mooncakes, lanterns, gift boxes, and other seasonal products.

According to internal data from Shopee, Mid-Autumn-related products recorded nearly one million searches in August.

Mooncakes were the most searched item, followed by lanterns, gift boxes, and baking supplies.

The strong interest has translated into higher sales, with orders for Mid-Autumn-festival-related products rising nearly 50 percent from the same period last year.

Mooncake orders alone doubled in the two months leading up to this year's festival compared with the same period in 2025.

The figures show that consumers are preparing for the festival earlier and looking for more options, ranging from traditional mooncakes and gifts to decorations.

Brands including Mondelez Kinh Do and Lam Thuy said consumers are increasingly concerned about product quality and the overall value they receive.

As a result, brands are paying greater attention to how they present products online and how quickly they respond to changing consumer demand.

Lam Thuy turns to live streams, videos

Lam Thuy, a traditional mooncake brand that has expanded its e-commerce business in recent years, has been using Shopee's digital content tools to reach more customers.

Through live streams, the brand can showcase the appearance and characteristics of different mooncakes while answering customers' questions in real time.

Shopee Video also allows the brand to provide product information in different formats and direct users to its online store.

Ngo Thi Thuy Linh, brand director of Lam Thuy, said the company develops new mooncake designs every year to match changing tastes and attract younger consumers.

Videos and live streams are useful for introducing new products and reaching shoppers looking for new choices for the Mid-Autumn Festival, she said.

Lam Thuy has also worked with Shopee to launch promotional programs since early August.

The brand plans to increase live-streaming and promote its key products during the September 9 sales event.

To prepare for higher demand, Lam Thuy has tripled the number of workers involved in production, packaging, and customer service.

It expects mooncake orders on Shopee during this year's Mid-Autumn season to increase around 20 percent from last year.

Kinh Do uses data to adjust product range

For Mondelez Kinh Do, which already has a large-scale e-commerce operation, data analysis is being used to adjust its product range, content, inventory, and resources.

Duong Uy Trong Phuc, e-commerce channel manager at Kinh Do, said the mooncake business has a short selling season, while consumer preferences for flavors, designs, and gifting purposes can change quickly.

The company therefore needs to prepare its product range early while continuously monitoring market demand, he said.

Analytics tools help Kinh Do identify products attracting consumer attention, while customer feedback and interactions through digital content provide additional insight into their preferences.

The company has introduced several new products this year, including Mini Lava and Snowy Mooncakes, as well as the four-mooncake 'Ma Dao Doan Vien' gift box and the two-mooncake 'Trang Slay' box.

The new products are aimed at offering more choices and attracting younger consumers.

Kinh Do also plans to increase activities on Shopee Live and Shopee Video during the September 9 sales event.

The experiences of Lam Thuy and Kinh Do show how brands are using e-commerce differently. 

However, both brands are moving to identify consumer demand earlier and prepare their products and sales strategies ahead of the peak Mid-Autumn shopping season.