'Luxury' mooncakes still rise despite economic difficulties

Experience making lanterns next to the moon cake space in the shopping mall - Photo: N.BINH

From this weekend, businesses have entered the peak of the moon cake race. At some large shopping centers in Ho Chi Minh City, Mid-Autumn Festival spaces have been set up with dozens of different moon cake brands, attracting a large number of people to visit and shop.

On August 25, the central lobby of Thiso Mall Sala (Thu Duc City) was bustling with mooncake stalls of many different brands. Many people took the opportunity to buy mooncakes to try, learn about the designs and prices to give as gifts. Families with young children can also experience making mooncake lanterns, handmade gifts...

"Business is better than last year"

In contrast to the difficult economic situation, high-end moon cake manufacturers and traders still invest in this year's moon cake season by introducing luxurious and creative box designs, with prices ranging from 1.4 to nearly 3 million VND/box depending on the type.

At this point, the mooncake market can be said to have passed the halfway point of the business season. Mr. Julian Wong, general manager of the Sheraton Saigon Grand Opera Hotel, said that after nearly a month of launching, it can be affirmed that this year's mooncake business season is better than last year.

"Although it was launched two weeks late, the high market demand has proven that the investment in quality will be well received by consumers. For Asians, this is still an opportunity to send gifts to each other to show sincerity to partners and family members," said Mr. Julian Wong.

This year, the hotel launched the 2024 mooncake collection called "Autumn Symphony" inspired by the hotel's new name. The collection includes three luxurious boxes designed based on the harmonious combination of Weldon blue and light wood tones. In which, the Dreamer box resembles a mid-autumn lantern with nostalgic sounds of childhood.

With the homemade, limited edition cakes, Mia Saigon is not far behind when offering creative fillings such as truffle bacon or oolong pine nuts, using high-quality and rare ingredients, in addition to traditional flavors such as lotus seeds and black sesame. Customers are encouraged to order a few days in advance to receive cakes on time.

To affirm the high-end segment, some 5-star hotels said that the cakes are completely handmade, with many elaborate steps. The trend of salty cakes, less sweet, is captured by chefs combined with luxurious ingredients such as scallops, truffles... High-end versions often come with tea.

The high-end mooncake market is approached with its own stories about messages and flavors - Photo: N.BINH

Moon cake market real value?

Luxury brands do not just sell mooncakes but also build an artistic story and a classy experience behind each box. For example, Mia Saigon chose the image of magpies - a symbol of joy and prosperity in Eastern culture, to convey the message of reunion and happiness. Or Lotte Saigon chose ivory and brown tones with a dragon motif winding around the moon.

Brands also know how to use the limited factor to increase scarcity and attract customers who want unique products. Customers are encouraged to order cakes a few days in advance to ensure freshness and deliciousness because the cakes do not contain preservatives.

Meanwhile, the purchasing power of the mid-range and low-end cake segments is somewhat slower. A representative of the Savouré Bakery brand said that the mid-range market will face more difficulties this year due to the general economic impact. However, this is also the time when the market is purging quality brands. Also inspired by high-end ingredients, the Savouré Bakery brand targets the mid-range segment with prices ranging from 540,000 to 1.5 million VND/box depending on the type.

The brand’s representative said the most popular flavors of the cakes include Saigon mixed, scallop mixed, truffle oil with Savouré sauce, melted salted egg yolk charcoal, or butterfly pea flower and passion fruit lotus seed jelly. In addition, a unique line of cakes with fillings has also been introduced to the market with prices starting from 160,000 VND/piece.

However, in general, the moon cake market is no longer popular with extravagant boxes of cakes priced at tens of millions like previous seasons, but focuses more on the enjoyment value and sincerity of the giver.

The owner of a bakery brand said that this year many of her regular customers have decided not to participate in the mooncake market because they are afraid of purchasing power. These are coffee shop chains, supermarkets or some hotels... often order production from this bakery and develop their own designs.

"After two difficult years of working and waiting, many businesses are no longer interested in the moon cake market, once considered the goose that lays the golden eggs," she said.

Source: https://tuoitre.vn/banh-trung-thu-xa-xi-van-troi-day-bat-chap-kinh-te-kho-khan-20240825182437251.htm