Vietnam’s mooncake market heats up early, new collection unveiled

Companies are not only pushing production but also expanding sales channels.

Many are leaning on online platforms such as Facebook and Zalo, often combining live-stream sales with key opinion leaders and consumers in affiliate-style marketing campaigns, a model that has gained momentum in recent years.

Explaining the move to bring mooncakes to market sooner, one business owner pointed to favorable economic conditions.

Vietnam's gross domestic product grew 7.52 percent in the first half of the year, the highest rate in 14 years, creating an encouraging environment for domestic producers.

At the same time, counterfeit and low-quality goods remain a concern, prompting many consumers to place a premium on established brands with clear origins.

That has created a competitive edge for reputable manufacturers.

Against this backdrop, Givral, an OCC brand, has introduced its 2025 mooncake collection.

The products are available through a network of 38 stores in Ho Chi Minh City and Hanoi, as well as online at facebook.com/givralbakery and zalo.me/givralbakery.

For the upcoming festival, the collection takes inspiration from the four-leaf clover, with each leaf symbolizing faith, hope, love, and luck.

The design, the company said, reflects a thread of cherished family reunions that span generations.

Each cake is described as a blend of traditional flavors, craftsmanship and heartfelt dedication, intended as a blessing for loved ones, friends, and business partners during the full-moon season.

The company has unveiled four themed gift boxes inspired by the clover motif: Love, in soft green, symbolizing affection; Luck, with a golden clover on green, conveying wishes of fortune; Faith, in radiant yellow, linking past and present values; and Hope, in wood and green accents, representing reunion and future dreams. Each contains four cakes reflecting its theme.

Alongside the presentation, Givral emphasized both variety and quality in its fillings. The 2025 lineup ranges from savory to sweet to vegetarian options, catering to diverse tastes and gift-giving traditions. 

Notable fillings include Roasted Chicken with Shark Fin, Durian Coconut, Pandan Leaf Coconut and Red Apple. Each is made with carefully selected ingredients and processed under the HACCP food safety management system.

With more than 75 years in baking, the company said it balances innovation and quality with community values, presenting its mooncakes not just as gifts but as symbols of love, memory, and reunion during the Mid-Autumn Festival.