In the memories of every Vietnamese person, the Mid-Autumn Festival is not just a celebration, but a symbol of reunion, sharing, and the continuation of cultural values across generations. For 27 years, Kinh Do has accompanied Vietnamese consumers, organizing activities each Mid-Autumn Festival to create lasting memories of this special occasion for the community.

Kinh Do is part of a traditional Mid-Autumn Festival spread. Photo: VTV

Back in 2023, Kinh Do made waves with its "A Day of Mid-Autumn Reunion" campaign. The company pioneered paid leave for employees on the Mid-Autumn Festival to allow them time with their families, contributing to preserving the traditional aspects of the festival. The campaign attracted the support of over 300,000 consumers and 19 businesses.

During the 2024 Mid-Autumn Festival, the campaign "A Full Day of Reunion, Forever Bright Moonlit Night Stories" continued. A key highlight was Kinh Do's three-year partnership with the Vietnam Exhibition Center for Culture and Arts, under the Ministry of Culture, Sports, and Tourism, to jointly preserve the beauty of the Mid-Autumn Festival for today's generation and inspire future generations.

This year, the journey continues with the "Mid-Autumn Messengers" campaign, honoring those who quietly preserve and spread traditional values. These individuals include veteran artisans who have maintained traditional crafts for decades, young people passionately restoring ancient lanterns, and anyone who cherishes and values the traditional cultural aspects of the Mid-Autumn Festival.

To spread this message, Kinh Do partnered with Vietnam Television (VTV) for Dep +84, a program exploring Vietnamese culture and beauty. The program serves as a bridge, bringing the "Mid-Autumn Messengers" campaign and the beauty of traditional culture closer to a wider audience nationwide.

In a special Mid-Autumn Festival episode, Dep +84 visited the Phu Binh lantern village in TP HCM. Viewers followed musician Duong Khac Linh's family as they met artisan Nguyen Trong Thanh, who has been involved in his parents' craft since the 1950s. Despite facing periods of inactivity due to a lack of orders, he and his siblings persevered, ensuring the light of traditional lanterns continues to shine through the years.

Following in the footsteps of the previous generation, young people today are also spreading the beauty of the Mid-Autumn Festival with creativity and passion. At the Khoi Dang Tac Khi cultural space, young artisans spend months restoring ancient Mid-Autumn lanterns and toys from old photographs, demonstrating that traditional values are not fading away but being revitalized by the next generation.

A scene from Dep +84, where musician Duong Khac Linh’s family visits the Khoi Dang Tac Khi cultural space. Photo: Screenshot

Dep +84 also visited Hang Quat, where artisan Pham Van Quang, a veteran mooncake mold maker in Hanoi's Old Quarter, meticulously carves details into Toona sinensis and Diospyros decandra wood. Each mold is a work of art, preserving the essence of the full moon night.

A scene from Dep +84, where actor Trung Ruoi and his son visit artisan Pham Van Quang. Photo: Screenshot

In the VTV studio, Dep +84 also hosted a moving gathering with special "Mid-Autumn Messengers." MC Duc Bao led the program, with appearances by MC Hanh Phuc, actor Trung Ruoi, KOL Dang Thu Ha, to he artisan Dang Van Hau, and talented chef Luu Huynh Chau.

The studio featured a full spread with symbolic items: a lion head, mooncakes, a five-fruit tray, and star lanterns. In the glow of the Mid-Autumn lights, the innocent smiles of children blended with the nostalgic memories of adults, creating a tranquil atmosphere of reunion – a place where the magic of the full moon night is passed down through generations.

Celebrating Mid-Autumn Festival at the VTV studio during the Dep +84 program. Photo: VTV

A Kinh Do representative shared that through the 2025 campaign in collaboration with VTV, the brand wants to convey the message that anyone who cherishes traditional values and passes them on to the next generation can become a "Mid-Autumn Messenger" in their own way. When a child excitedly holds a lantern they made with their parents, when a parent tells a folktale, or when a family shares a mooncake – that is when the "magic" is ignited.

Kim Anh

The program aired at 10:00 PM on 18-19/9 on VTV3 and can be viewed again on the vtvgo channel.

Readers can also join Kinh Do and explore the story of the full moon night here.