In Vietnam, Vietnamese consumers are preparing to enter the second biggest holiday season of the year - Mid-Autumn Festival.

Moments to focus on family values, express affection to relatives, gather and strengthen relationships and gratitude with friends, colleagues and partners are the keywords and core values ​​of the Mid-Autumn Festival, and also the noble spiritual values ​​that create the cultural identity of this festival season.

This is also the time when moon cake manufacturers enter the race with meaningful moon cake product lines to attract consumers.

After the success of the 2023 season, in 2024, KIDO continues the new season with the familiar brand KIDO's Bakery and for the first time brings the Tho Phat brand to "attack" the Mid-Autumn Festival market with traditional moon cake flavors.

This effort by KIDO aims to hold the number 2 position in the market, while also setting the ambition to lead the moon cake market in the traditional segment.

Returning to this year's Mid-Autumn Festival, Mr. Tran Le Nguyen, General Director of KIDO Group, shared that through a survey of many opinions from many different generations, 50% of opinions said that they love traditional moon cakes because they remind them of their origins and moments of family reunion. The remaining 50% like modern moon cakes imported from foreign enterprises.

However, the CEO of KIDO is very confident as he was once a pioneer in the confectionery industry and a famous enterprise, with the first moon cakes to reach Vietnamese consumers.

“We understand our consumers. This year, KIDO continues to make efforts to recreate the traditional Mid-Autumn Festival atmosphere. Reviving traditional values ​​imbued with Vietnamese identity that are gradually being forgotten… This is what we always strive for,” Mr. Nguyen shared.

KIDO expects to lead the mid-autumn market in the traditional segment (ie target 50% market share in the mid-autumn market), becoming the second largest unit in the moon cake market in Vietnam.

Without setting any revenue targets for this year, but with the existing foundation, potential and consumer trust in the brand, KIDO CEO believes that 2024 will be a year of strong breakthrough in revenue for the two mid-autumn brands KIDO's Bakery and Tho Phat.

These two product lines have been officially available on the market since early August through modern and traditional distribution channels.

In addition to e-commerce channels/fast delivery applications: Shopee, Lazada, Tiki, Grab..., KIDO's Bakery and Tho Phat moon cakes are also available on TikTokshop shopping carts of entertainment and trade promotion channels: E2E Official, E2E F&B, E2E Lifestyle.

In addition, KIDO also promotes product consumption through leading shopping mall chains: Van Hanh Mall, Hung Vuong Plaza, AEON Mall... In particular, the miniBAO (Tho Phat) chain of stores nationwide with hundreds of stores will be the exclusive and different distribution channel of the Group during the 2024 Mid-Autumn Festival.

The agreement between Mondelez Kinh Do Vietnam and the Vietnam Exhibition Center for Culture and Arts will arouse appreciation for the nation's traditional cultural values ​​and encourage everyone to join hands to preserve these precious heritages for future generations.

Meanwhile, creating the Mid-Autumn Festival atmosphere with KIDO is also a competitor in the same industry, Mondelez Kinh Do Vietnam Company.

Mondelez Kinh Do has just “joined hands” with the Vietnam Exhibition Center for Culture and Arts, under the Ministry of Culture, Sports and Tourism, to announce an agreement to preserve and promote traditional cultural values ​​and promote festivals imbued with national identity.

The agreement will last for three years. The two sides will implement event programs, promote communication, honor and promote Vietnamese cultural characteristics through festival seasons.

Specifically, Mondelez Kinh Do Vietnam will sponsor the “Mid-Autumn Festival 2024” event in Ninh Binh province. In addition to sponsorship activities, Mondelez Kinh Do Vietnam will also bring the Mid-Autumn atmosphere to this festival through entertainment activities.

These cooperation activities are expected to be a premise for future cooperation between the two sides, while also arousing appreciation for the traditional cultural values ​​of the nation and the hope that everyone will join hands to preserve these precious heritages for future generations.

Mr. Anil Viswanathan, CEO of Mondelez Kinh Do Vietnam, Kinh Do mooncakes have been associated with the traditional Mid-Autumn Festival for over 25 years. It is not just a cake but also a gift that carries the traditional cultural values ​​of the nation.

In particular, since 2023, Mondelez Kinh Do has launched the idea of ​​"A Mid-Autumn Festival reunion day" when deciding to give all employees a Mid-Autumn Festival day off to fully reunite with their loved ones.