Vinh Xuong pia cakes are made at a bakery in Vinh Long Province, southern Vietnam, with a history of more than 100 years, during which generations of artisans have preserved traditional production methods. Photo: T.V.
The shift reflects efforts by brands to sell not only mooncakes but also a broader gifting experience as consumers become more selective about product quality, origin and design.
The Bloom, a brand developed by HumVentures, has launched its 2026 ‘Trung Thu Xua/Traditional Mid-Autumn Festival’ collection under the theme ‘Thanh Am Mua Chin,’ or ‘The Harmony of Harvest.’
The collection comprises 12 gift boxes and baskets priced at VND990,000-6.76 million (US$38-257).
Instead of focusing solely on mooncakes, the sets also include tea, honey, and handmade items such as hand drums and sedge grass bags.
A standout is the pia cake line, created with a bakery in Vinh Long that has been operating for more than a century and featuring ingredients such as Hue lotus seeds, black sesame, bamboo charcoal, and tea from ancient Shan tea trees.
Food group KIDO, meanwhile, said it had prepared ingredients, equipment and distribution channels early for the 2026 season and aimed to double its mooncake output from last year.
Companies said purchasing decisions were increasingly influenced by more than flavor and price, as consumers could compare brands, production standards, and customer feedback through e-commerce platforms, social media, and AI tools.
That trend could benefit larger and more established producers as consumers curb spending and authorities impose stricter food safety requirements, putting pressure on businesses to provide clearer information about ingredients, manufacturing processes, and product origins.
The Mid-Autumn Festival, known in Vietnam as Tet Trung Thu, falls on September 25 this year, the 15th day of the eighth month of the lunar calendar.
Traditionally linked to the end of the harvest season, the festival is associated with family reunions and is also widely regarded in Vietnam as a celebration for children.
Families typically prepare fruit and mooncakes for ancestral altars before sharing the food, while children carry lanterns through their neighborhoods and watch lion dances accompanied by drums.
Mooncakes, commonly sold in baked and soft-crust varieties, are shared among family members and have become a popular seasonal gift for relatives, clients, and business partners.
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