Exporting Mid-Autumn Festival Mooncakes in Vietnam: Developing and Promoting Traditional Culture to the World

I. Introduction

• Introduction to Mooncakes and Their Significance in Vietnamese Culture: Mooncakes are a traditional Vietnamese pastry, usually prepared and enjoyed during the Mid-Autumn Festival, an important and meaningful celebration in Vietnamese culture. Mooncakes symbolize family reunion, fostering emotional bonds, and passing down traditions from one generation to another. During this festival, people gather together to savor mooncakes, share joy, and create cherished memories.
• Introduction to Mooncake Export and Its Role in the Vietnamese Economy: The export of mooncakes from Vietnam has seen significant growth and has made a significant contribution to the economy. In 2023, the value of mooncake exports reached approximately $100 million, primarily to markets such as China, the United States, Australia, Canada, and other Asian countries.Famous companies such as Kinh Do, Bibica, Hữu Nghị, and Như Lan have expanded their exports, creating job opportunities for thousands of people in the manufacturing and supply chain sectors. The food industry contributes over 1.5 million jobs, accounting for 9% of total employment in Vietnam.Mooncake exports also promote the image and culture of Vietnam to the world, making mooncakes a unique culinary gift that is loved globally. This drives tourism growth and cultural exchange activities between Vietnam and other countries.

II. Mooncake Export in Vietnam: Current Situation

• The Development of the Mooncake Industry in Vietnam: The mooncake industry in Vietnam has seen significant development recently due to investments in technology and production processes. This has improved product quality and diversification. The value of mooncake production reached about $5 billion in 2023, representing a 10% increase compared to the previous year. The number of businesses operating in the industry has also increased from 100 companies in 2010 to 300 companies in 2023. Thanks to this development, the industry not only meets domestic demand but also creates opportunities to expand export markets.
• Famous Companies/Brands Engaged in Mooncake Export: Vietnam has several well-known companies and brands in the mooncake manufacturing sector, which have actively contributed to exports and promoted the country’s image globally. These companies have achieved significant export agreements, contributing to the development of Vietnam’s food industry.Specifically, Kinh Do is one of the leading mooncake manufacturers in Vietnam. In 2023, they exported over 10 million boxes of mooncakes, accounting for nearly 30% of the country’s total mooncake export revenue.Additionally, the Bibica brand has also expanded its export market to countries in Asia and Europe, achieving a $5 million export turnover in 2023.Thanks to these achievements, Vietnam’s mooncake industry has not only seen remarkable success in international markets but has also significantly contributed to promoting the image of Vietnam globally.
• Main Consumer Markets and Consumption Trends of Mooncakes: Vietnamese mooncakes have conquered many international markets due to their high quality and unique flavors. China remains the largest market, accounting for 40% of total mooncake exports. The United States, South Korea, Singapore, and Japan are also significant consumer markets. Premium and innovative consumption trends in Europe and Australia are also on the rise. Overall, the data shows that Vietnam’s mooncake industry is thriving and plays a crucial role in the country’s economy and cultural promotion worldwide.

III. Benefits of Mooncake Export for Vietnam

• Contribution to Economic Growth and Export Capacity of Vietnam:The mooncake industry has made a significant contribution to Vietnam’s economic growth and export capacity. In 2023, mooncake production was valued at approximately $5 billion, while exports brought in over $100 million, improving international trade and strengthening the country’s export capacity.
• Promoting the Image of the Country and Traditional Culture: Mooncake exports have highlighted the image of the country and its traditional culture on the international stage. Well-known companies like Kinh Do and Bibica have exported millions of boxes of mooncakes, elevating the reputation of Vietnamese mooncakes and promoting Vietnamese culture worldwide. Mooncake exports also boost tourism and cultural exchanges between Vietnam and other countries.
• Creating Jobs and Opportunities for the Workforce in the Mooncake Production Industry: The mooncake industry has created jobs for thousands of workers in the production and business sectors. This helps reduce unemployment pressure and provides career development opportunities. In 2023, the industry generated employment for over 1.5 million people, accounting for 9% of total employment in the Vietnamese economy. This improves the income and livelihoods of workers, especially in rural and economically disadvantaged areas.

IV. Challenges and Opportunities for Mooncake Export in Vietnam

• Competition with Other Markets and Similar Products:The Vietnamese mooncake industry faces fierce competition from countries in the Asian region such as China, Malaysia, Singapore, and Thailand. To maintain and increase market share, mooncake manufacturers need to focus on innovation, improve product quality, and design attractive products to capture the interest of international consumers.
• Areas Needing Improvement to Meet the Requirements of Demanding Markets: Vietnam needs to improve its mooncake production and export processes to meet the stringent requirements of demanding markets. To meet the high-quality, food safety, and packaging standards of challenging markets, the mooncake industry needs to improve production processes and quality control. A report from the World Health Organization has pointed out that some Vietnamese mooncakes do not meet food safety standards, leading to rejections in certain demanding markets.
• Utilizing Free Trade Agreements and Signing New Trade Deals to Expand Export Markets: Leveraging free trade agreements and signing new trade deals is a crucial opportunity to expand Vietnam’s mooncake export markets. Companies need to actively participate in these agreements to access potential markets and reduce trade barriers. Vietnam has already signed numerous free trade agreements with various international partners, such as the CPTPP, which provide favorable conditions for mooncake exports to member countries within the agreement. Thanks to these opportunities, Vietnam’s mooncake industry can continue to grow and promote the country’s image and culture worldwide.

V. Solutions to Strengthen Mooncake Export in Vietnam

• To compete and meet the requirements of export markets, the mooncake industry needs to invest in improving product quality and production processes. The application of advanced technology, quality management, and professional workforce training will enhance production efficiency, reduce waste, and increase product reliability. In 2023, businesses in the industry invested over $100 million in upgrading production lines and purchasing modern equipment. Over 50% of businesses also applied advanced production technology and standardized processes, enhancing the quality of mooncake products.
• Developing and Promoting Mooncake Brands in Vietnam: Developing and promoting Vietnamese mooncake brands is an essential factor in creating differentiation and increasing brand value. Building a strong brand identity and committing to quality will make Vietnamese mooncakes a preferred choice for international consumers. In 2023, the industry spent over $20 million on brand promotion and marketing activities, increasing awareness of Vietnamese mooncake brands in international markets. Currently, over 10 Vietnamese mooncake brands have international influence, showcasing the efforts of businesses in building and developing mooncake brands in the global market.
• Seeking and Expanding New Potential Markets: Expanding into new potential markets is a critical strategy to minimize risks from dependence on a few key markets. The mooncake industry has accessed five new markets in Africa and the Middle East in 2023, enhancing consumption diversity and reducing the impact of market fluctuations. Seeking and expanding new potential markets also mean seizing opportunities and utilizing new free trade agreements, there by enhancing export efficiency and promoting the development of Vietnam’s mooncake industry.
• Enhancing Collaboration Between Businesses and the Government: To boost mooncake exports, businesses need support and favorable conditions from the government. The government can assist businesses in the industry by reducing transportation costs, providing financial support, and encouraging participation in international exhibitions and fairs. Additionally, strengthening cooperation with international organizations to establish and implement international quality and food safety standards will enhance the reliability of Vietnamese mooncake products in the international market. In conclusion, mooncake exports make a significant contribution to Vietnam’s economic development and promote the country’s image and culture globally. To maintain and expand market share in the international market, the Vietnamese mooncake industry needs to continue improving product quality and production processes, developing and promoting brands, seeking new potential markets, and collaborating closely with the government. Only by combining all these factors can Vietnam’s mooncake industry achieve sustainable success in the global market.