The Mid-Autumn Festival in 2025 is more than just a traditional holiday; it has become a “brand battleground” for Vietnamese businesses. According to Vietnam’s Ministry of Planning and Investment, there are over 900,000 businesses in operation, with more than 97% being small and medium-sized enterprises. This indicates that tens of thousands of businesses, including FDI, startups, and local enterprises, can participate in the corporate gift-giving tradition.
According to a report by CHUS (June 2025), the trend of corporate gifting in Vietnam focuses on personalization, sustainability, and practicality. Especially during festive occasions, there is a growing demand for premium gifts. In this context, businesses are not just giving gifts out of ritual but are seeking brand-building solutions and unique experiences within each gift box.
This Mid-Autumn Festival is not just a holiday but a “golden opportunity” for brands that know how to leverage corporate gifting. As the peak season approaches, the market heats up: budgets increase, requirements become more stringent, and decision-making speeds up…
Businesses now seek not just a “beautiful and sufficient” gift box but an unforgettable experience: from design, unboxing, the story behind it, to the emotions evoked with every bite. The gift box becomes an essential “touchpoint” to showcase the brand’s sophistication. This is especially true for banks, real estate, technology, and cosmetics companies, where differentiation is sometimes felt within a few seconds.
As a result, the competition is fiercer than ever. It’s not just among traditional gift brands but also with agile and trend-sensitive startup designers. Those with personalization capabilities, even in small quantities, are being sought after. Half of the market aims to create a surprise effect with new designs, while the other half chooses to maintain value through meticulous attention to detail.
In this race, Tai Thong stands out not for its noise but for its trend sensitivity reflected in its annual collections. They consistently offer innovation, storytelling through design, and a unified experience from the box to the flavors. Coupled with their experience in handling complex large orders and personalizing them for each corporate client, Tai Thong has become a preferred choice for many prominent brands this Mid-Autumn Festival.
This year, the “Tinh Quang Doan Vien” collection once again embodies this spirit. For the first time, Tai Thong incorporates classic Gothic art into the gift box design with arch details, symmetrical patterns, and a structure that conveys historical depth. Combined with the modern Starlight Film effect, the box not only glows when opened but also creates a sparkling movement like genuine moonlight. Thus, each gifting moment becomes memorable and impressive.
Mid-Autumn Festival 2025: “Tinh Quang Doan Vien” Collection by Tai Thong
With “Cat Quang Nien,” Tai Thong suggests a peaceful beginning through a sky blue color palette and intricate Gothic details. “Nhat Nguyet Giao” creates a striking contrast with the harmonious blend of deep navy embracing vibrant orange, evoking the image of the sun and moon in harmony.
“Luc Bao Trap,” on the other hand, impresses with its luxurious velvet material and serene emerald green, resembling a gem in the moonlight. Belonging to the “Tinh Quang Doan Vien” collection, these three designs are tailored for different customer groups, from banks and real estate companies to luxury brands, with flexible personalization while maintaining a unified experience in design, lighting, and emotions.
Tai Thong also introduces three new flavors inspired by Japanese cuisine: Red Bean Egg Yolk with Ginkgo, Green Tea Egg Yolk with Lemon, and Taro Coconut Milk Egg Yolk. Combined with familiar flavors such as Musang King Durian, Taiwanese Chewy Pineapple, Cendol Coconut Milk, Abalone Chicken Floss, Scallop Chicken Floss, and more, the choices for each customer group become easier and more refined.
Mid-Autumn Festival Mooncake: Red Bean Egg Yolk with Ginkgo
Mid-Autumn Festival gifts are becoming a “soft power” for Vietnamese businesses to score points with customers and partners. Those who act first, choose the right products, and partner with the right gift companies will better control their brand image in the eyes of the recipients. Some brands, like Tai Thong, have already positioned themselves clearly in the festival gift segment for enterprises, with a meticulous product mindset: from box design, flavor structure to handling large orders according to specific requirements.
Tai Thong Confectionery Co., Ltd.
Address: L18-11-13, 18th Floor, Vincom Center Dong Khoi, 72 Le Thanh Ton, Saigon Ward, Ho Chi Minh City, Vietnam
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