CaliToday (24/9/2025): From molten chocolate lava fillings to cakes shaped like cartoon characters, Vietnam's mooncake market is experiencing a creative explosion, turning a traditional pastry into a cultural and culinary phenomenon.
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| Various handmade mooncakes captivate young people. |
Every year during the Mid-Autumn Festival, Vietnam's mooncake market comes alive with an impressive variety of flavors and designs, from timeless classics to contemporary innovations that particularly captivate young people.
This year, the market is witnessing an explosion of creative and unconventional trends, transforming the traditional holiday gift into a true cultural and culinary phenomenon.
Mooncakes are commonly given as gifts during the Mid-Autumn Festival in Vietnam, a holiday also known as 'Tết Thiếu nhi' (Children's Festival) or 'Tết Đoàn viên' (Reunion Festival). The festival takes place on the 15th day of the eighth lunar month, which this year falls on Monday, October 6.
Handmade Mooncakes: Where Personalization Reigns Supreme
Once a niche product limited to small bakeries, handmade mooncakes have now become a booming segment.
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| Baked chocolate lava mooncake and stir-fried green rice mooncake gain traction. |
Handmade cakes have captured the attention of young consumers not just for their artisanal taste but for the ability to personalize every aspect from the filling and sweetness level to the size, shape, and even the packaging.
A standout trend this year is the shift toward "healthier" and less sweet alternatives. Many producers are swapping refined sugar for honey, low-calorie sweeteners, or plant-based syrups, while incorporating natural ingredients like lotus seeds, taro, oats, and matcha. This resonates with health-conscious consumers who want to enjoy festive flavors without worrying about weight gain or blood sugar spikes.
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| Baked chocolate lava mooncake and stir-fried green rice mooncake gain traction. |
Beyond the wellness angle, handmade mooncakes are embracing bold, imaginative twists. Molten lava fillings, bubble tea flavors, chilled snow skin varieties, and even savory cheese blends are lighting up social media. Viral images of mooncakes oozing with chocolate or shaped like adorable capybaras and Labubu characters have garnered tens of thousands of shares, making these treats must-have, trending gifts across TikTok.
The "Sold Out" Flavors of the 2025 Mid-Autumn Season
The 2025 Mid-Autumn Festival is also defined by an appetite for novelty.
Among the most sought-after varieties is the baked chocolate lava mooncake. With a classic baked crust hiding a rich, molten chocolate center, this flavor has sparked a buying frenzy. The cakes, priced between VND 30,000 and VND 70,000 (US$1.18 - $2.75) each, or around VND 300,000 ($11.80) for a set of three, are selling out quickly. Ms. Hoa, a shopper in Hanoi, shared that she visited dozens of stalls without being able to secure even a single chocolate lava cake.
Close behind in popularity is the stir-fried green rice mooncake (bánh nướng nhân cốm xào). This variation offers a chewy, nutty profile, combining cốm (a specialty of Hanoi's autumn made from young sticky rice) with coconut, lotus seeds, and sometimes a salted egg yolk. It evokes a nostalgic yet novel taste of a Hanoi autumn. Depending on the quality of ingredients, prices range from VND 70,000 to VND 100,000 ($2.75 - $3.90) per piece. However, this flavor is best enjoyed fresh. One vendor explained that the filling is made daily, making the cakes most flavorful when consumed the same day, with a maximum shelf life of two or three days.
New Trend: The "Stylish" Way to Eat Salted Egg Snow Skin Mooncakes
Salted egg snow skin mooncakes have become the new darling of social media this Mid-Autumn Festival. Their appeal lies not only in their flavor but also in a unique way of eating them, a trend popularized on TikTok, Instagram, and in food enthusiast communities.
Instead of eating them at room temperature, many now recommend chilling the cakes for one or two hours before serving. This gives the snow skin wrapper a firmer, more refreshing texture. The cake is then gently flattened and sliced into small, bite-sized pieces.
This method helps to reduce the feeling of sweetness and makes for a more elegant presentation perfect for sharing. More importantly, it enhances the flavor. Pressing the cake distributes the salted egg yolk evenly throughout the lotus seed filling, creating a perfect balance in every bite. Instead of encountering intense chunks of saltiness, eaters enjoy a harmonious blend of creamy, savory, and sweet notes in each piece.
Food Safety Remains a Priority Amidst the Hype
While the mooncake scene grows more vibrant and experimental, food safety remains a pressing concern.
Associate Professor Dr. Nguyen Duy Thinh, a former official at the Institute of Biotechnology and Food Technology at Hanoi University of Science and Technology, stated that mooncakes contain perishable ingredients like mung beans, lotus seeds, and salted eggs. If preparation and storage are not properly managed, harmful bacteria can proliferate, posing a threat to consumers' health.
"Many small-scale producers operate in poorly sanitized environments, while some even use industrial colorings or unapproved additives. Some consumers often prioritize low prices without verifying quality, which allows substandard products to enter the market," he said.
He advises buyers to choose mooncakes with clear labeling, including their origin, expiration dates, and food safety certifications. Purchasing from reputable brands is also highly recommended to ensure health and safety.
