Despite the peak season, mooncake sales remain sluggish, prompting vendors to offer aggressive promotions such as 49% discounts, “buy mooncakes, get pia cakes free,” and increased bulk order rebates to attract customers.
Numerous stores are running “buy one, get one free” promotions.
An employee at a store on Hai Thuong Lan Ong Street (Cho Lon Ward) displays a “49% shock discount” sign, noting this applies to the Dong Khanh mooncake line.
As reported by Tien Phong journalists, many streets in Ho Chi Minh City are lined with promotional banners offering deals like “buy one, get two,” “50% off,” and “shock discounts” to entice buyers.
Alongside traditional fillings like assorted meats and sausage, this year’s market features modern varieties such as flowing egg yolk mochi, mung bean, pandan, and taro, paired with luxurious gift sets.
In contrast to the quiet scenes elsewhere, some traditional mooncake shops in Saigon Ward (former District 1) remain bustling with activity.
Without promotional signs or discounts, customers still queue until late at night to purchase mooncakes.
Many families are willing to pay a premium for authentic Mid-Autumn mooncakes rather than opting for cheaper, unverified alternatives.
Overall, the 2025 mooncake market showcases diverse designs and quality, though prices have risen slightly while purchasing power remains weak. The usual Mid-Autumn bustle has given way to cautious spending, reflecting shifts in consumer behavior.
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