Every year, Bakes' Mooncake collection begins with a new story.

For 2026, we introduced “Chung Thu”, a playful spin on Trung Thu, celebrating togetherness, community, and shared moments, while honoring the Mid-Autumn Festival's roots as a harvest celebration.



Every celebration comes alive through music, rhythm, and dance. Taking cues from this festive spirit, the design draws from objects and symbols that have accompanied Vietnam through thousands of years of agricultural tradition.

The packaging is inspired by Vietnamese traditional drums, the bronze drum (trống đồng) and the rice drum (trống cơm), while the intricate carvings of the Đông Sơn bronze drum are reinterpreted through a series of illustrations depicting the harvest in full motion.



Chung Thu's bespoke typography echoes the sharp, engraved quality of the bronze drum's motifs, and a vibrant, festive color palette brings warmth and energy to the collection. Together, every element celebrates the joy of the season and pays homage to Vietnam's rich cultural heritage.