Continuing the journey of nearly 3 decades accompanying Vietnamese people, Kinh Do launches the 2026 moon season with a campaign to connect millions of families. Through investing in product quality, expanding coverage and developing a multi-platform experience ecosystem, the brand brings the Mid-Autumn Festival atmosphere closer to every family.
Continuing to bring Mid-Autumn Festival to every home
According to market research results of Worldpanel by Numerator Vietnam, Kinh Do is a Trung Thu cake brand favored by consumers. This year, Kinh Do launched more than 80 products, from high-end collections for gifts, new product lines suitable for young consumers to traditional Trung Thu cakes.
Although the market is under pressure from raw material costs, labor costs, packaging and supply fluctuations, Kinh Do Mid-Autumn cake only adjusted its average price by about 2-3%. Notably, most Trang Vang products maintain the same selling price.
Ms. Tran Thi Le Hang - Marketing Director of Mondelez Kinh Do Vietnam Company, shared: "Nearly 30 Mid-Autumn Festivals being trusted and loved by millions of Vietnamese families is an honor and also a responsibility. Kinh Do maintains its familiar flavor, while bringing newer ways to celebrate Mid-Autumn Festivals so that the reunion season is complete for all generations".
Spreading Mid-Autumn Festival on all platforms
Consumers can find Kinh Do mooncakes at nearly 100,000 points of sale nationwide and e-commerce platforms.
This year, Kinh Do for the first time launched the "Mid-Autumn Memories Museum", a place to preserve and connect Mid-Autumn stories from consumers from all over the country. Users can scan the QR code on the cake box or access the Kinh Do fanpage according to the instructions to share memories and receive the opportunity to own special gift boxes.
The focus of the campaign is a special short film, applying AI technology to bring back the Mid-Autumn memories of many generations. Through this, Kinh Do continues to spread family values, sharing and reunion in this moonlit season.
