For nearly three decades, Kinh Do has been a familiar part of how millions of Vietnamese families celebrate the Mid-Autumn Festival. The brand has consistently been a top choice, leading the market as the most purchased mooncake brand during the 2025 Mid-Autumn Festival season, according to domestic market research by Worldpanel by Numerator Vietnam. Ahead of this year's Mid-Autumn Festival, Tran Thi Le Hang, Marketing Director of Mondelez Kinh Do Vietnam, shared insights into the brand's journey of maintaining consumer trust and relevance.

Tran Thi Le Hang, Marketing Director of Mondelez Kinh Do Vietnam. Photo: Mondelez Kinh Do

Kinh Do's success stems from a core philosophy: understanding, preserving, and innovating. "For us, the Mid-Autumn Festival is a season every Vietnamese family anticipates, like a second New Year celebration," Ms. Hang stated. "Our philosophy is to preserve the core values of the Mid-Autumn Festival while ensuring its expression resonates with each generation. We listen to consumer expectations, then develop suitable products and experiences, to offer new, relevant experiences every Mid-Autumn Festival season."

Today's consumers have increasingly high expectations for mooncakes, prioritizing quality, safety standards, flavor, design, and variety. A box of mooncakes must not only taste good but also convey the giver's thoughtfulness and appreciation for the recipient. The way people celebrate the Mid-Autumn Festival has also evolved. While grandparents once gathered with tea under the moonlight, young people now embrace the festive season through social media, digital platforms, and new forms of connection.

Today's consumers have increasingly high expectations for mooncakes. Photo: Mondelez Kinh Do

Amidst these changes, two elements remain constant: the spirit of reunion among loved ones and the traditional flavors linked to childhood memories. Kinh Do considers these the foundations to protect through every innovation. "This is clearly reflected in our annual product catalog," Ms. Hang explained. "We have preserved the traditional flavors that define Kinh Do mooncakes for nearly 30 years. At the same time, each season, we add new product lines that suit how Vietnamese people enjoy and gift mooncakes."

Kinh Do preserves traditional values while adding new choices annually. Photo: Mondelez Kinh Do

For example, this year, Kinh Do launched mini lava cakes, a new option for young people who enjoy new experiences and prefer individual consumption. The brand also offers distinct designs and specifications for e-commerce, better suited to how consumers discover and shop on digital platforms. Expanding sales to delivery channels like Grab is another deliberate move, as traffic realities in major cities are changing consumer shopping habits, and Kinh Do aims to bridge that gap. The company also invests in expanding the experience by incorporating folk games into packaging designs and leveraging Vietnamese poetry in a contemporary way. This year's Trang Vang (Golden Moon) collection draws inspiration from poems by Nguyen Dynasty kings about autumn and moonlight, integrating cultural narratives into the gifting experience.

To spread and preserve the traditional Mid-Autumn Festival spirit for the modern generation, Kinh Do adapts its storytelling. "Young people celebrate the Mid-Autumn Festival in their own ways, and Kinh Do must tell the Mid-Autumn story differently," Ms. Hang noted. "Each season, we find ways to make traditional values more accessible and appealing to them."

Kinh Do mooncakes are present in family reunions and childhood memories across many generations. Photo: Mondelez Kinh Do

This year's Mid-Autumn Festival season serves as an example. Kinh Do uses AI technology to recreate Mid-Autumn memories across generations, creating interactive digital experiences. The brand also organizes a series of Mid-Autumn lantern festivals in dozens of provinces and cities nationwide. Additionally, Kinh Do launched a communication campaign with the hashtag #TrungThuDepNhatLaKhi (The Most Beautiful Mid-Autumn Is When), encouraging digital users to share their memorable Mid-Autumn stories. "For us, the Mid-Autumn Festival is an occasion for generations to gather and celebrate a warm moon season together. Everything Kinh Do does aims towards this goal," Ms. Hang affirmed.

"We often jokingly refer to ourselves as 'Mid-Autumn flame keepers'," Ms. Hang shared, reflecting on Kinh Do's nearly three-decade journey. "Nearly 30 years alongside the Mid-Autumn season has given us a clear conviction: cultural values only thrive when they remain meaningful to the current generation. I call this the journey of understanding - preserving - innovating. Kinh Do always starts by understanding consumers, steadfastly preserving identity, and continuously expanding choices so that the Mid-Autumn Festival always resonates with every family. The entire Mondelez Kinh Do team will continue this journey in the upcoming Mid-Autumn seasons."

Hoang Anh

Kinh Do is the most purchased mooncake brand in urban areas of four cities and rural Vietnam, according to market research results by Worldpanel by Numerator Vietnam from 9/2025 to 10/2025 in urban areas of four cities and rural Vietnam, report reference number NUMVN-CIT-2608-002, with the market research results published on 11/8/2026.