Many customers wait in line to buy mooncakes at a production facility on Pham Phu Thu Street (Ho Chi Minh City) - Photo: KHANH LINH
Despite expectations of increased purchasing power compared to last year, many businesses and small sellers remain cautious due to concerns about consumers tightening their spending.
Meanwhile, mooncakes of unknown origin and counterfeit products are being sold widely, posing a potential risk to food safety and hygiene.
Many new cake varieties, cake prices have increased.
According to Tuoi Tre newspaper, most of the stalls that have opened for business belong to familiar brands such as Kinh Do, Nhu Lan, Bibica, Huu Nghi, Dong Khanh... The common price for mooncakes with 1-2 egg fillings ranges from 60,000 to 200,000 VND per cake, depending on whether it's a traditional or premium version.
Besides traditional mooncakes, mixed fillings, and sausage-filled mooncakes, this year's market introduces modern varieties such as mochi with runny egg yolk, mung bean, pandan leaf, and taro fillings, combined with luxurious gift sets. Notably, the market features many new mooncake designs themed "colors of the Fatherland," specially designed for the National Day on September 2nd, usually consisting of two mooncakes, priced at around 290,000 VND per set.
The cakes are exquisitely designed with a vibrant red color symbolizing the national flag, highlighted by gold stars printed or embossed on the surface, reminiscent of the Vietnamese flag. Some other designs are inspired by the shape of the country, featuring the winding S-shaped strip of land against an eye-catching red background. Many shops also include complimentary gifts such as red flag stickers and red flag t-shirts.
Speaking to Tuoi Tre newspaper, businesses said that due to rising input costs, the price of mooncakes this year is higher than last year. Ms. Nguyen Thi Thu Thuy - director of Dong Khanh Foodstuff Company Limited, the producer of the Bong Lua Vang (Golden Rice) brand mooncakes - said that due to the increase in raw material prices, the company has adjusted the price upwards by about 1,500 - 2,000 VND per cake compared to last year.
Accordingly, the products are sold at a common price of 40,000 - 60,000 VND/piece depending on the type. Similarly, with dozens of types of cakes priced from 47,000 - 270,000 VND/piece depending on the type, a representative from ABC Bakery stated that despite the sharp increase in input material costs, they have tried to keep prices as low as possible.
Mr. Nguyen Huu Loi, a small business owner selling mooncakes on Hoang Dieu Street (formerly District 4), said that the price of mooncakes has increased this year due to rising input costs such as flour, sugar, salted eggs, electricity, and gasoline. Specifically, some boxes of four mooncakes now cost around 280,000 VND, higher than last year's price of only 240,000 VND per box.
According to Mr. Loi, the store initially imported about 100 boxes of mooncakes, but sales in the first week were not as high as expected. This is partly due to the difficult economic situation and people tightening their belts, but it's also possible that the Mid-Autumn Festival is still quite a while away.
"Besides, competition among brands is increasingly fierce, and designs are becoming more diverse, giving consumers more choices. However, if customer demand increases sharply during the peak period before the full moon of the eighth lunar month, about 2-3 weeks, we can still make a living," Mr. Loi expects.
Expectations are high for increased purchasing power, but people remain apprehensive.
According to reports, several shops specializing in the production and sale of traditional mooncakes have seen a large influx of customers. At one shop in the center of District 1 (formerly), many people lined up to buy mooncakes at prices ranging from 80,000 to 110,000 VND, depending on the type and size.
Mr. Phuong Trien Phong, owner of Phuong Diem Thuan mooncake shop (formerly District 6), said that this year's sales started earlier than usual, and sales have increased significantly compared to the same period last year. "We focus on producing less sweet products because customer demand for this is very high, catering to both the budget and high-end segments," Mr. Phong shared.
To reach new customers, packaging, boxes, and product designs are always tailored to appeal to a wider range of customers. "Every day, our facility produces about 2,000 cakes, with 18 different varieties. Actual sales range from 500 to 1,000 cakes per day," Mr. Phong added.
Mr. Tran Le Nguyen, General Director of KIDO Group, said that market purchasing power and the business situation of enterprises are showing many positive signs. Therefore, this year's Mid-Autumn Festival, the company plans to double its mooncake production compared to the same period last year.
Although purchasing power for mooncakes may be better this year than last year, many vendors believe that compared to the stable years before the COVID-19 pandemic, demand has decreased significantly. This has led many businesses to prioritize limited production this year, producing only what orders come in. Furthermore, it's only the beginning of the season, and demand is only around 10%, making it difficult to assess overall purchasing power.
Meanwhile, according to a representative of Saigon Trading Corporation Limited (SATRA), the company has not yet planned the quantity of mooncakes it will sell and distribute through its system, but expects a relatively reduced number, partly due to concerns about consumers tightening their spending, but also partly due to changing consumer tastes.
"Customers prefer products from traditional production and business establishments more, while those in the high-end segment buy mooncakes from restaurants and hotels. Therefore, the consumption of mooncakes at supermarkets has also decreased," this person said, but added that peak-demand products during the Mid-Autumn Festival include not only mooncakes but also items such as gift sets, bird's nest, tea, etc.
With so many counterfeit goods circulating, businesses are seeking ways to protect themselves.
On online marketplaces, the mooncake market is more vibrant. Many sellers of homemade mooncakes post ads offering wholesale and retail sales at a wide range of prices, from a few thousand to several hundred thousand dong per cake, with promises of guaranteed ingredients and delicious cakes.
However, many of these products actually have rather shoddy packaging and unclear expiration dates. Furthermore, imported cakes are widely sold on online marketplaces at all price points, posing a significant food safety risk to consumers. Moreover, many vendors also advertise products bearing the labels of famous brands, but which are actually counterfeit or fake goods.
According to Mr. Tran Le Nguyen, to combat the rampant problem of counterfeit goods on the market, the corporation is focusing on developing a chain of authentic Mid-Autumn Festival stores nationwide, where consumers can easily find and purchase genuine products.
"This will be a strategic distribution channel for the Mid-Autumn Festival season, guaranteeing product quality, and especially supporting consumers with new issues related to taxes and invoices in the period after July 1, 2025," Mr. Nguyen added.
Mr. Phuong Nguyen Phong also stated that the establishment had to put up a sign saying "Phuong Diem Thuan only sells at this address, no agents or distributors on e-commerce platforms," after discovering many stores on e-commerce platforms selling counterfeit mooncakes bearing this brand.
Building a mooncake brand with a verified responsibility tick.
Effective control of product origin cannot rely solely on government agencies; it requires collaboration from retail businesses and transparency from suppliers.
This was also the topic discussed by experts, businesses, and representatives of relevant agencies at the seminar "Building a Mooncake Brand through the Responsibility Green Tick Program," organized by the Ho Chi Minh City Department of Industry and Trade in coordination with the Ho Chi Minh City Department of Food Safety and Tuoi Tre newspaper at the Tuoi Tre newspaper headquarters on August 29.
The seminar is expected to be attended by businesses involved in the production and sale of mooncakes, as well as regulatory agencies. The participants will exchange experiences and propose solutions to strengthen supervision and management, while simultaneously building consumer confidence and encouraging businesses to comply with food safety regulations.
The organizers hope that the "Responsible Green Tick" will be the starting point to help make the mooncake market more transparent, safe, and healthy, while also creating a foundation for the sustainable development of the entire food industry.
Source: https://tuoitre.vn/mua-banh-trung-thu-bat-dau-soi-dong-20250828233008922.htm
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