Vietnam’s mooncake market is entering its busiest period of the year across both physical stores and online shopping platforms.

Retailers say demand typically accelerates as the Mid-Autumn Festival approaches, driven by purchases for family consumption and gift-giving.

In the online market alone, data from e-commerce analytics platform Metric showed that sellers on Shopee and TikTok Shop generated about $6.1 million in mooncake sales during the month from Aug. 19 to Sept. 18, corresponding to the seventh day of the seventh lunar month through the eighth day of the eighth lunar month.

Revenue was up 61.7% from the same period last year.

Sales volume also climbed sharply, increasing 55.5% year on year to 1.9 million items.

One notable trend in Vietnam’s 2026 mooncake season is the popularity of new flavors and larger products. Seven of the 10 bestselling products on e-commerce platforms were mochi mooncakes filled with egg or shredded meat, or larger mooncakes weighing 300-350 grams each.

In terms of pricing, a Metric representative said the biggest share of revenue this year comes from mainstream mooncake boxes priced at around $4-$8 for two to four cakes.

Premium products costing more than about $38, typically gift sets from major brands, account for only a small proportion of total revenue.

The figures suggest that online mooncake shoppers are concentrating on affordable, mass-market products. Boxes in the $4-$8 range are suited to both family consumption and customers buying larger quantities as gifts.

Independent sellers and specialty shops such as Lam Thuy Traditional Bakery and Xuan Trung Bakery are among the leading stores by revenue.

Quang Linh Food Store, associated with Vietnamese YouTuber Quang Linh Vlogs, also ranks among the prominent sellers.

Thu Ha