Thuy Duong from Tay Mo ward recently ordered 10 boxes of flag-shaped mooncakes, both to try and to give as gifts. These eye-catching red cakes feature a five-pointed gold star and a three-layer filling of taro, mochi, and shredded pork floss. Despite the 20-40% price premium over standard mooncakes, Duong said she's "happy to pay extra for the meaningful design, especially with the 80th anniversary of the August Revolution and National Day on 2/9."
Although the Mid-Autumn Festival is almost two months away, many producers and distributors are already busy selling mooncakes, riding the wave of increased demand surrounding the national holiday. Earlier this month, Thu Hong from Linh Nam commune stocked nearly 150 boxes of "national flag" mooncakes for early sales and sold out in just over a week. Each 150-300 gram box contains a variety of fillings such as mixed nuts, coconut sticky rice, mung bean, black sesame, and pandan leaf. Each cake costs between 85,000 and 150,000 VND. "To avoid shortages during the holiday week, I'll be ordering an additional 200," Hong said.
E-commerce platforms are overflowing with patriotic-themed mooncakes in various shapes, including the national flag, the S-shaped map of Vietnam, and historical landmarks. The "national flag" mooncakes are the most popular, selling in the hundreds.
Beyond the impressive shapes, some vendors are enhancing the experience with added features like an audio chip that plays Ho Chi Minh's Declaration of Independence when the box is opened.
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National flag-shaped mooncakes are a customer favorite. Photo: NVCC |
National flag-shaped mooncakes are a customer favorite. Photo: NVCC
Early orders for these patriotic mooncakes have prompted producers to significantly ramp up production. A representative from Nuong Bac, a Hanoi-based traditional food producer and distributor, said they've received over 300 pre-orders in just 10 days since the launch. Each 300-gram box costs around 250,000 VND.
"We anticipate demand will continue to surge closer to the holiday, so we've increased production five-fold," she shared.
Many brands are also incorporating the national flag into other products like cakes, cookies, and macarons. For instance, Savor Cake is offering sets of 12-30 flag-themed treats priced between 160,000 and 400,000 VND. Fresh Garden is also taking pre-orders for gold star cakes for the national holiday.
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A national flag-shaped mooncake. Photo: Nuong Bac |
A national flag-shaped mooncake. Photo: Nuong Bac
Beyond food, the market is brimming with commemorative items for the national holiday, including notebooks, scarves, hats, mugs, fans, scented candles, and keychains. These products come in various styles and prices, with thousands of purchases made online.
Minh Hang from Tu Liem ward is enthusiastically collecting commemorative items. She noted that some items, like hats and scarves, are 15-30% more expensive than usual, but she's willing to pay the premium "to collect them and wear them to National Day events".
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Notebooks, scarves, and coffee mugs inspired by the national flag are attracting young customers. Photo: Ngoc Diem |
Notebooks, scarves, and coffee mugs inspired by the national flag are attracting young customers. Photo: Ngoc Diem
To stimulate demand, many brands are not only using traditional and e-commerce channels but also ramping up livestreaming. Various promotions, such as early bird discounts, group buying deals, and free gifts, are attracting customers.
"This is not only a prime time to boost sales, but also an opportunity for brands to contribute and spread national pride through what they do best," said a representative from Nuong Bac.
Ngoc Diem
