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Aren’t there bustling mooncake fairs in the atrium of a large-scale shopping mall? No problem.
Most of this year’s mooncake hustle happens online, with businesses seeing a spike in the run-up to the Mid-Autumn Festival on October 1.
In addition to their own e-commerce sites, many mooncake vendors have moved to multiple online platforms such as Qoo10 and Lazada, which provide the ease of multi-vendor ordering as well as delivery.
Takashimaya and Tangs department stores, traditionally known for their annual atrium mooncake fairs, also sell mooncakes online now. Both also have a small number of mooncake stands that operate within the store’s premises.
Business owners note that since the pandemic struck, consumers have become used to ordering food online, which has helped drive sales of mooncakes this year.
Some vendors are on different platforms to maximize exposure and sales. The neighborhood bakery Gin Thye, which operates on Sembawang Road and has built its name as a historic brand online, is
It appears in many electronic stores, including Lazada, Qoo10 and Shopee, often with differentiated offerings of mooncakes to stand out in a crowded online market.
He worked with Shopee to create exclusive packages such as a Snow Skin Premium Bamboo Charcoal Red Prawn Mooncake Package and a White Skin Durian Mochi Package, which has accounted for more than 20 percent of their total sales.
Gin Thye’s e-commerce consultant Alan Siek, 30, says that more than half of his mooncake sales are made through Shopee. Compared to last year, online sales have increased by 250 percent, while offline sales have increased by 20 percent.
Sales of local brand Mdm Ling Bakery “increased three to four times” compared to last year, when it debuted its mooncakes. It’s on platforms like Klook, Pickupp, Shopee, Lazada, and Grab.
Since sampling is not allowed due to the pandemic, Mdm Ling Bakery’s co-founder Evelyn Lim’s strategy is to send samples to existing customers shopping online. This has resulted in strong sales of her new cookie-inspired flavors such as Himalayan Salt Pink Chocolate Almond Mooncakes and Mao Shan Wang’s Premium Durian Mooncakes. She plans to sell her shares soon. .
In fact, all online platforms have seen an increase in the number of mooncake merchants selling through their sites and an increase in sales.
E-store Shopee Singapore’s inaugural mooncake fair started last year with about 10 brands, but has expanded to more than 30 brands this year.
Shopee Singapore’s Head of Marketing Tiger Wang sees a mix of returning brands like Gin Thye, Emicakes and Golden Moments, as well as newcomers from big-name hotels like Raffles Hotel and Shangri-La Hotel, Singapore.
Mooncakefair.com, which was created in July by Sinpopo Fairs, the sister company of the Awfully Chocolate chocolate cake chain, to support other mooncake retailers, has also seen more traditional mooncake retailers, such as Tai Chong. Kok and Spring Court, selling mooncakes on their online platform for the first time.
Similarly, many more mooncake merchants have been listed on Grab this year, says a Grab spokesperson, adding that their mooncake sales have tripled from last year.
Other on-trend flavors this year include snow-skinned durian mooncakes, along with traditional baked ones that generally have a longer shelf life.
Jonathan Lim, founder and CEO of the Oddle online ordering system, says that traditional baked mooncakes have accounted for about 80 percent of sales.
Cantonese restaurant Yan at the National Gallery of Singapore sold its mooncakes in the second week of this month.
Due to lower projected sales, it reduced production volume by about 40 percent, compared to the previous year, says its general manager, Shek Chi Kuen, 57.
But it was applauded for the unexpectedly positive online ordering. MrShek adds: “We are considering testing other online platforms to create more marketing channels for the upcoming gift season and for our Chinese New Year treats.”
New Hybrid Mooncake Flavors to Try
MOON CAKES INSPIRED BY COOKIES
Than: If you like the popular cookies from Mdm Ling Bakery, you will like their baked mooncakes, whose flavors are inspired by cookies.
Two flavors of moon cake that stand out are kopi siew dai (coffee with less sugar) and Himalayan salt chocolate pink almond, with the almond chunks giving a nice crunch.
Pair the mooncakes with actress Vivian Lai’s Teabrary brand tea, which is packaged as a set with the mooncakes. A box of four cookie-inspired mooncakes comes with iced tea ($ 48) or Four Seasons Spring Oolong Tea ($ 45).
The home bakery moon cake tin cover features a snake and ladder board game with a mid-autumn twist, giving you something to do while enjoying the treats.
Where: Mdm Ling Bakery
When: Until October 1st
Info: Call 8468-0201 or order at www.mdmlingbakery.com
SALTED EGG YAM’O
Than: Snack chain Old Chang Kee’s Limited Edition Salted Egg Yam’O may not be a traditional yam mooncake, but at $ 2.20 each, it’s a low-cost substitute for traditional puff pastry.
This puff pastry is filled with sweet yam and salted egg yolk. It’s not too big and it’s easy to eat on the go.
Old Chang Kee also has a $ 5.80 two-piece gift set (minimum order 20 sets, call 6555-0055 or email [email protected]) – good for gifting.
Where: All Old Chang Kee outlets
When: Until October 1st
Info: www.facebook.com/oldchangkee1956
MID-AUTUMN KETTLES
Than: Known for its cookies, Folks and Stories Bakery offers mooncake-inspired sabers ($ 38 for six).
Flavors include cheddar cheese and white lotus with sliced almonds and original brown butter and lotus with gluttony melaka, a twist on traditional lotus paste. Other unique fillings include Earl Gray chocolate and custard, and rose and pistachio frangipane, all wrapped in a sable cookie “skin”, which gives it a crisp and slightly flaky texture.
Where: People and stories
When: Until 3 October
Info: Reservation required at www.folksandstories.com
ALMOND MOON CAKE
Than: This traditional moon cake filled with white lotus paste and a chewy mochi center gets a French twist wrapped in a buttery, crumbly sable dough.
The different textures make each bite a delight and each moon cake costs $ 8.50.
The bakery’s galaxy mooncake puff pastry also makes a comeback this year due to popular demand. They come in three flavors ($ 7.50 a piece): charcoal yam mochi, white lotus mochi with turmeric, and matcha mochi.
Where: Brera & Fine Foods Bakery, 01-05, 8 Empress Road; open: 7 am to 7 pm (Tuesday to Sunday), closed Monday
Info: Order at www.bakerybrera.com/shop
MOON CAKE LAPIS SNOWSKIN
Than: Rainbow kueh lapis wrapped in an equally colorful snow fur is the most Insta-friendly moon cake of this season ($ 46 for two pieces, $ 88 for four). It is also tasty, has a coconut fragrance, and is best eaten cold.
The mooncakes come in a beautiful box with a 3D cutout of the Chinese goddess Chang’e and a story about the origins of the Mid-Autumn Festival.
Other flavors are Cempedak, Earl Gray, and Pandan. An $ 88 set gives you one of each flavor, including the rainbow.
Where: The Lapis Place, B1-K4 Plaza Singapura, 68 Orchard Road (until October 4); Huerto de Tangs Plaza (until October 1)
Info: Order at www.thelapisplace.com or mooncakefair.com
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