Singapore’s mooncake season appears to be taking a little longer to warm up this year.
One operator told 8world that sales so far are about 10% lower than at the same point last year, as businesses compete for customers with early-bird deals, elaborate packaging and increasingly unconventional flavours.
The figure is from an individual operator rather than an industry-wide sales measure, so it does not necessarily mean that all mooncake sellers are seeing the same decline.
The Mid-Autumn Festival falls on 25 September 2026.
Nearly 50 Mooncake Brands Selling at VivoCity
According to an 8world report published on 6 September, close to 50 mooncake brands are taking part in a Mid-Autumn promotion at VivoCity.
Customers there include people working nearby, residents and tourists.
Sellers interviewed by 8world generally described this year’s market as relatively quiet so far.
But there may still be time for the mooncake boxes to start moving faster.
Businesses said customers who place orders early are largely buying mooncakes as gifts. People buying them to eat at home tend to wait until nearer the festival itself.
Sellers therefore expect demand to strengthen over the next two weeks.
In other words, those mooncakes meant for your own fridge may still be in the “I’ll buy later” stage.
Sellers Experiment With Pistachio, Mochi & Local Flavours
With plenty of competition, businesses are also trying to get younger customers interested by putting newer flavours into a very traditional pastry.
Peony Jade, which is known for its flaky Teochew-style yam mooncakes, began receiving orders about two months ago, 8world reported.
Its new offerings this year include Nyonya-inspired flavours, a mochi-and-pistachio combination and pandan chendol creations.
The restaurant is also promoting options aimed at customers looking for products with less sugar and without preservatives. Peony Jade’s own mooncake store states that its mooncakes are made in Singapore without added preservatives.
Its general manager and executive director told 8world that customers have increasingly been looking for lower-sugar products as well as mooncakes without preservatives, artificial colouring or stabilisers.
Traditional Bakery Uses New Flavours to Draw Younger Customers
Hung Huat Cakes and Pastries at Sims Vista Food Centre has taken a similar approach.
Third-generation owner Sim Weijie told 8world that he travelled to Hong Kong and Taiwan to exchange ideas with other bakeries and explore new flavours.
This year, the traditional bakery has introduced Teochew flaky mooncakes featuring Hokkaido milk paste with mochi as well as pistachio with dark chocolate ganache.
The two flavours are also listed in other 2026 mooncake guides, with HungryGoWhere reporting that the pistachio-dark chocolate version sells at S$72 for four, while the Hokkaido milk-and-mochi version costs S$54 for four.
Sim said offering contemporary flavours can encourage younger customers to try the bakery. Once they come for something unusual, they may also discover its traditional pastries.
So while mooncake sales may have started slowly this year, sellers are betting that a mixture of gifting, last-minute family purchases and flavours ranging from chendol to pistachio can give the market a stronger finish before 25 September.
