On September 3, as we wandered around the Mooncake booths at major intersections in Ho Chi Minh City, we noticed that many stalls were offering buy-one-get-one-free deals or doubling up on purchases to attract customers. However, upon inquiring further, we learned that these were merely promotional “tricks.”
Promotional Tricks to Lure Customers
The owner of a Mooncake booth explained that displaying promotional signs was mainly to attract consumers, while in reality, major brands did not offer any discounts. Only less famous brands would offer promotions and discounts to cater to the budget of average consumers.
Meanwhile, Ms. Nhung, in charge of a Mooncake stall at the intersection of Chau Van Liem and Hong Bang streets (near Thu Thien Plaza, District 5), complained about slow sales this year due to the strong growth of online channels. Currently, she focuses on wholesale and caters to customers who require invoices and bulk deliveries. “I’m in the industry, and even when I watch livestreams, I can’t tell what the product is because many sellers advertise ‘homemade’ or ‘imported’ cakes with unfamiliar brands,” Ms. Nhung worriedly shared.
Ms. Nhung also shared that direct sellers like herself must register, and authorities like market management and food safety regularly inspect them, while online sellers rarely provide such information. “Some Mooncake brands have very short expiration dates. When selling directly, I often remind my staff to check to avoid stockpiling, while online buyers rarely care about this detail, and the printed information on production and expiration dates may not reflect reality,” Ms. Nhung pointed out a concern.
In contrast, some supermarkets in Ho Chi Minh City have started offering promotions for Mooncakes from major brands: Kinh Do (select items), Huu Nghi, and others. For example, Bach Hoa Xanh offers a 20% discount on Kinh Do’s 4-cake ‘Doan Vien’ yellow box, reducing the price to VND 199,000 per box, and includes a lantern and two fresh cakes as gifts. Huu Nghi Mooncakes are also on sale, with a standard discount of 10%, resulting in prices ranging from VND 60,000 to 71,000 per 180-gram cake (depending on the filling).
Small brands offer early bird discounts, while prominent Mooncake brands maintain their prices. Photo: AN NA
Queuing Up for Branded Mooncakes
According to our survey, brands like Givral and Nhu Lan are still selling at their original listed prices. The Nhu Lan store on Hai Ba Trung Street (District 1) was bustling with customers, most of whom purchased between one and three boxes. Our observation noted that the special box at this location was priced at VND 1.07 million and included five cakes with a total weight of 2.4 kg. The cheapest option was the children’s cake, priced at VND 240,000 (0.6 kg), while the majority of the boxes ranged from VND 400,000 to 500,000.
A representative of the Givral Mooncake brand shared that their prices remained stable compared to last year, as the company implemented a price stability policy before and during the Mid-Autumn Festival, opting out of significant promotional programs. According to the brand, as of the beginning of the eighth lunar month, sales were quite good and progressing normally.
At two traditional Bao Phuong Mooncake stores on Thuy Khue Street, Tay Ho District (Hanoi), a long-established Hanoi brand, there was a constant stream of customers buying cakes, regardless of whether it was a regular day or a holiday. Many customers shared that the September 2 holiday coincided with the first day of the eighth lunar month, so they bought cakes as gifts and offerings to their ancestors. Bao Phuong Mooncakes come in two varieties: sticky and baked, ranging in price from VND 25,000 to 80,000 per cake, depending on the type and filling.
According to a manager at the Bao Phuong brand, these days, the store is bustling with both direct and online customers.
At the Bao Phuong branch on Thuy Khue Street, many customers were willing to queue and spend millions of dong to purchase traditional Mooncakes as gifts for their loved ones, friends, and business partners. Ms. Nguyen Hanh, a resident of Cau Giay District (Hanoi), shared that her family prefers the traditional flavor, so she patiently waited to buy two boxes containing eight assorted Mooncakes to take back to her hometown as gifts.
Beware of Unclear Origins
As the Mid-Autumn Festival approaches, content creators (KOLs and KOCs) are reviewing various Mooncake options on the market, prompting impulsive purchases from viewers. Online sellers are also actively promoting small-sized Mooncakes at affordable prices, ranging from VND 30,000 to 35,000 per cake (100-150 grams), and giant Mooncakes weighing 500 grams for just VND 60,000 to 90,000. Recently, the General Department of Market Management cautioned consumers to select Mooncakes with clear origins and exercise caution when purchasing imported products. Many smuggled goods bypass quality checks and cannot guarantee food safety and hygiene.
In late August, functional forces in Dong Nai province discovered and temporarily confiscated over 1,000 unsafe Mooncake products at a production facility owned by Mr. P.M.K. in Bien Hoa city.
The Ultimate Chinese Mooncake Sensation: Authority Issues Consumer Alert
It is imperative that consumers choose mooncakes with clear origins and exercise caution when purchasing imported products.
The Alluring Appeal of Dong Phuong’s Mooncakes: Queues and Online Orders Galore!
As the Mid-Autumn Festival draws near, an increasing number of customers are flocking to Dong Phuong (Hai Phong) to purchase their mooncakes.
The Magical LABUBU Lantern and the Crystal Mooncakes: The Ultimate “Combo” Trend
The Mid-Autumn Festival is almost upon us, and the latest trend sweeping the nation is the LABUBU lantern and the translucent mooncakes.
The Plight of Ho Chi Minh City’s Master Lantern Artisans
The once-thriving Phu Binh lantern village, which experienced a glorious development phase, now sees only a handful of households continuing the craft.
Mooncake Festival: Illicit Imports Flood Hanoi Ahead of Mid-Autumn Festivities
Within a short span of time, Team No. 5 of the Hanoi Department of Market Management inspected and uncovered numerous cases of smuggled Mid-Autumn Festival mooncakes, leading to the destruction of thousands of these illicit treats.
