On October 4th, the streets of Hong Bang, Kinh Duong Vuong, Hung Vuong, and Nguyen Tri Phuong in Ho Chi Minh City were awash with vibrant red promotional banners for mooncakes. Catchy deals like “Buy 1 Get 3 Free,” “Buy 1 Get 4,” and “50% Off” seemed to beckon passersby. However, few stopped to inquire, with most merely glancing before moving on.
Mooncakes with promotions like “Buy 1 Get 4” or priced at 35,000 VND each are prominently displayed by many stalls awaiting customers.
At a makeshift stall on Thuan Kieu Street (Minh Phung Ward), hundreds of mooncakes in various flavors and colors were stacked high, yet the vendor sat idly. “Compared to last year, sales have dropped by at least 30-35%. Since the beginning of the month, we’ve barely sold anything. As Mid-Autumn approaches, we’re forced to lower prices to recoup costs, otherwise, the cakes will spoil, and we’ll lose everything,” shared a stall owner.
According to Tien Phong’s reporters, mooncake prices this year have plummeted compared to the initial season rates. Large 200g cakes, once priced around 150,000 VND each, are now sold for just 60,000 to 70,000 VND. Some stalls offer “3 for 100,000 VND,” equivalent to over 30,000 VND per cake.
As Mid-Autumn nears, street-side mooncake prices continue to drop, yet stalls remain largely deserted.
Despite the discounts, cheap mooncakes fail to attract buyers. Ms. Thu Hien (Xuan Hoa Ward) noted, “I visited several stalls offering 3 for 100,000 VND, but the cakes were hard, the fillings dry, and the flavors unfamiliar. Some ‘Buy 1 Get 1’ deals offered different, unknown brands as gifts. This is no different from ‘bait-and-switch.’ Discounts are fine, but they must be transparent. Buyers aren’t easily fooled anymore.”
In contrast, official stalls of major brands present a starkly different scene. On Pham Phu Thu, Ham Nghi, and Nguyen Trai streets, customers lined up for hours to purchase mooncakes.
Branded mooncakes seem unaffected by price reductions.
Despite higher prices ranging from 79,000 to over 800,000 VND per cake, demand remains strong. “The prices are higher, but the quality is consistent, the packaging is attractive, and the brands are reputable, so I feel confident buying them for gifts,” said Ms. Ha (An Lac Ward).
Long-time vendors attribute this divide to current consumer trends: People are willing to spend more on products with clear origins, while cheap, unbranded goods are losing ground. Additionally, food safety concerns make many hesitant to buy from temporary street stalls.
Each Mid-Autumn season, authorities uncover numerous cases of mooncake production in unsanitary conditions, using unverified ingredients, or mislabeling products. The Ho Chi Minh City Food Safety Management Board has repeatedly urged consumers to exercise caution when choosing mooncakes.
Yet, customers still queue up to purchase.
According to the Board, mooncakes are seasonal products with short shelf lives and are prone to spoilage if improperly stored. When purchasing, consumers should carefully inspect the packaging, ensuring it is intact and clearly displays the manufacturer’s name and address, ingredient list, production date, expiration date, and storage instructions. Quality mooncakes should have natural colors, a characteristic aroma, and show no signs of mold, deformation, or unusual odors.
Ms. Pham Khanh Phong Lan, Director of the Ho Chi Minh City Food Safety Management Board, emphasized, “All products on the market must comply with legal requirements, including health certificates, product declarations, and clear invoices for ingredients. Unlicensed small-scale producers will face strict penalties, including production bans. Consumers should prioritize licensed products and promptly report violations to ensure market safety, especially during Mid-Autumn Festival.”
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