According to Shopee's internal data, mooncakes garnered the most interest, followed by lanterns, gift boxes, and baking supplies. The number of orders for Mid-Autumn Festival products increased by nearly 50% compared to the same period during last year's Mid-Autumn season. Specifically, mooncake orders on Shopee in the two months leading up to the 2026 Mid-Autumn Festival doubled compared to the same period in 2025.

Brands prepare orders for the Mid-Autumn Festival. Photo: Shopee.

Consumer interest is increasingly focused on product quality and value, as shared by Kinh Do and Lam Thuy. Consequently, brands are prioritizing visual information, closely monitoring demand, and utilizing the platform's tools to adjust their product catalogs and reach buyers.

These two companies are employing distinct approaches to e-commerce. Lam Thuy focuses on building trust and product introduction through its content ecosystem, while Kinh Do leverages analytical tools to optimize its catalog, content, and resources.

For Lam Thuy, a traditional brand that has recently expanded its e-commerce presence, traffic from Shopee creates new opportunities to reach customers. Responding to the trend of buyers prioritizing product quality, the company focuses on utilizing the platform's content ecosystem to introduce products, boost interaction, and build trust.

Through livestreams, Lam Thuy showcases new designs, highlights features of each cake type, and addresses customer inquiries in real time. Shopee Video is also employed to diversify information delivery methods and attract users to its storefront.

Ngo Thi Thuy Linh, Lam Thuy's brand director, stated that the brand develops new cake models annually to align with consumer tastes, thereby reaching younger customers. She highlighted that video and livestreaming on Shopee are effective channels for visually introducing new products and reaching customer segments actively seeking fresh options for the Mid-Autumn season.

"Lam Thuy also actively promotes communication and collaborates with Shopee to implement early promotional programs from early August," she added.

Lam Thuy livestreaming on Shopee. Photo: Shopee.

During the 9/9 promotion, Lam Thuy plans to increase livestreaming activities, promote its key products, and integrate various platform offers. The brand has also expanded its staff for production, packaging, and customer service, tripling its size compared to last year.

The company aims to increase its Mid-Autumn order volume on Shopee by approximately 20% this year compared to the 2025 Mid-Autumn season.

Mondelez Kinh Do's strategy centers on standardizing its e-commerce approach, from its product catalog and content to inventory and human resources. The company utilizes Shopee's analytical tools to track demand signals and inform business decisions.

Duong Uy Trong Phuc, Kinh Do's e-commerce channel manager, noted that the Mid-Autumn mooncake industry is characterized by its short season and rapidly changing consumer preferences for flavors, designs, and gifting purposes. Therefore, the brand must prepare its catalog early while continuously monitoring market trends.

He explained that Shopee's business analytics tools help the team identify popular products, while feedback and interactions on content channels provide deeper insights into consumer needs.

"Combining these two factors forms the basis for the brand to adjust products, content, and resources at each stage of the Mid-Autumn season," he affirmed.

The Ma Dao Doan Vien and Trang Slay product sets were specifically designed by Kinh Do to reach young e-commerce customers. Photo: Shopee.

Based on e-commerce demand data, Kinh Do adjusts its product catalog and develops new offerings. This year, the brand introduced Mini Lava, Snow Cakes, the four-cake "Ma Dao Doan Vien" box, and the two-cake "Trang Slay" box, expanding consumer choices.

Kinh Do observed in previous Mid-Autumn seasons that Shopee users tend to search for and purchase related products early. Consequently, the brand proactively prepares production schedules and inventory, simultaneously launching and promoting new cake lines.

During the 9/9 event, Kinh Do plans to enhance its activities on Shopee Live and Shopee Video to boost interaction and expand its reach to consumers.

Thien Minh