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Mooncake orders double ahead of Vietnam's Mid-Autumn Festival

Mooncake orders double ahead of Vietnam's Mid-Autumn Festival

Mooncake orders on Shopee doubled in the two months before this year's Mid-Autumn Festival, while orders for other festival-related products rose nearly 50 percent year on year, pointing to an early start to seasonal shopping in Vietnam.

Vietnam's Mid-Autumn Festival, known locally as Tet Trung Thu, is a traditional festival held on the 15th day of the eighth month of the lunar calendar, usually falling in September or early October.

The festival is associated with family gatherings, children carrying lanterns and lion dances, while mooncakes are traditionally eaten and given as gifts to relatives, friends, and business partners.

Although the festival falls in late September this year, consumers have already begun shopping for mooncakes, lanterns, gift boxes, and other seasonal products.

According to internal data from Shopee, Mid-Autumn-related products recorded nearly one million searches in August.

Mooncakes were the most searched item, followed by lanterns, gift boxes, and baking supplies.

The strong interest has translated into higher sales, with orders for Mid-Autumn-festival-related products rising nearly 50 percent from the same period last year.

Mooncake orders alone doubled in the two months leading up to this year's festival compared with the same period in 2025.

The figures show that consumers are preparing for the festival earlier and looking for more options, ranging from traditional mooncakes and gifts to decorations.

Brands including Mondelez Kinh Do and Lam Thuy said consumers are increasingly concerned about product quality and the overall value they receive.

As a result, brands are paying greater attention to how they present products online and how quickly they respond to changing consumer demand.

Lam Thuy turns to live streams, videos

Lam Thuy, a traditional mooncake brand that has expanded its e-commerce business in recent years, has been using Shopee's digital content tools to reach more customers.

Through live streams, the brand can showcase the appearance and characteristics of different mooncakes while answering customers' questions in real time.

Shopee Video also allows the brand to provide product information in different formats and direct users to its online store.

Ngo Thi Thuy Linh, brand director of Lam Thuy, said the company develops new mooncake designs every year to match changing tastes and attract younger consumers.

Videos and live streams are useful for introducing new products and reaching shoppers looking for new choices for the Mid-Autumn Festival, she said.

Lam Thuy has also worked with Shopee to launch promotional programs since early August.

The brand plans to increase live-streaming and promote its key products during the September 9 sales event.

To prepare for higher demand, Lam Thuy has tripled the number of workers involved in production, packaging, and customer service.

It expects mooncake orders on Shopee during this year's Mid-Autumn season to increase around 20 percent from last year.

Kinh Do uses data to adjust product range

For Mondelez Kinh Do, which already has a large-scale e-commerce operation, data analysis is being used to adjust its product range, content, inventory, and resources.

Duong Uy Trong Phuc, e-commerce channel manager at Kinh Do, said the mooncake business has a short selling season, while consumer preferences for flavors, designs, and gifting purposes can change quickly.

The company therefore needs to prepare its product range early while continuously monitoring market demand, he said.

Analytics tools help Kinh Do identify products attracting consumer attention, while customer feedback and interactions through digital content provide additional insight into their preferences.

The company has introduced several new products this year, including Mini Lava and Snowy Mooncakes, as well as the four-mooncake 'Ma Dao Doan Vien' gift box and the two-mooncake 'Trang Slay' box.

The new products are aimed at offering more choices and attracting younger consumers.

Kinh Do also plans to increase activities on Shopee Live and Shopee Video during the September 9 sales event.

The experiences of Lam Thuy and Kinh Do show how brands are using e-commerce differently.

However, both brands are moving to identify consumer demand earlier and prepare their products and sales strategies ahead of the peak Mid-Autumn shopping season.

Source: The Ky - A.D. / Tuoi Tre News

Photo: Supplied

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Qualcomm aims to make Vietnam its third-largest global AI R&D hub

Qualcomm aims to make Vietnam its third-largest global AI R&D hub

During a meeting with Vietnam's top leader, President and CEO of Qualcomm affirmed that the Group regards Vietnam as an increasingly important market and technology hub in Asia, and aims to establish Vietnam as its third-largest AI research and development hub globally.

General Secretary and President To Lam has called on Qualcomm to expand its investment in artificial intelligence (AI), semiconductors, robotics, 5G/6G, and next-generation connectivity technologies during a meeting with the tech giant's top leadership.

The Vietnamese top leader made the request while receiving Mr. Cristiano Amon, President and CEO of Qualcomm, on August 27 during his working visit to Vietnam.

General Secretary and President Lam emphasized that Vietnam prioritizes attracting investments that are coupled with technology transfer and the development of high-quality human resources. He reaffirmed that Vietnam will continue to create favorable conditions for leading global technology corporations, particularly those from the United States, to invest, research, and establish long-term partnerships in the country.

Acknowledging Qualcomm’s contributions over the past 20 years, the leader highly valued the Group’s expansion of its research and development (R&D) activities and its support for innovation and the growth of Vietnam’s technology ecosystem. He specifically noted the establishment of Qualcomm’s R&D center in Hanoi and its successful collaborations with major Vietnamese tech firms such as Viettel and VinSmart.

Mr. Lam welcomed Qualcomm’s strategy to position Vietnam as a high-priority location in its Asian development plan, moving toward making the country a vital R&D hub within its global network. He noted that this direction is perfectly aligned with the strengthening of cooperation in science, technology, and innovation under the Vietnam-US Comprehensive Strategic Partnership.

Furthermore, he urged Qualcomm to increase technology transfer, share management expertise, and expand cooperation with domestic enterprises, universities, and research institutes. These efforts, he noted, should focus on helping Vietnamese businesses enhance their technological capabilities and participate more deeply in global technology value chains and supply chains.

Vietnam as its third-largest AI R&D global hub

For his part, Mr. Amon stated that his visit comes at a time when Qualcomm is accelerating its strategy to develop emerging technologies, particularly AI, semiconductors, and connected computing, while simultaneously expanding its R&D footprint in Vietnam.

The Qualcomm leader highly commended Vietnam’s vision, determination, and robust policies aimed at driving growth, science and technology development, innovation, digital transformation, and the semiconductor and AI industries.

Expressing his impression of Vietnam’s recent developmental milestones, Mr. Amon remarked that these achievements demonstrate the country's growing appeal to the international business community. He added that this progress provides a solid foundation for Vietnam to emerge as an increasingly vital regional hub for high-tech manufacturing, R&D, innovation, and the digital economy.

Notably, Mr. Amon affirmed that Qualcomm regards Vietnam as an increasingly important market and technology hub in Asia. He revealed that the Group aims to establish Vietnam as its third-largest AI research and development hub globally.

With over $100 billion already invested in R&D worldwide, Qualcomm seeks to leverage its core technological capabilities, global research network, and international partner ecosystem to expand cooperation in Vietnam. Key focus areas include AI, semiconductors, 5G/6G, connected computing, and next-generation technological infrastructure.

Qualcomm also expressed its desire to strengthen coordination with Vietnamese government agencies, enterprises, research institutes, and universities. This collaboration will focus on research, high-quality human resource training, technology transfer, and the development of next-generation technologies. The Group remains committed to expanding its investment and long-term presence in Vietnam, contributing to the nation's burgeoning semiconductor, AI, and innovation ecosystems.



Vietnam’s data centre race draws multibillion-dollar investment

Vietnam’s data centre race draws multibillion-dollar investment

Ho Chi Minh City currently has 20 operational data centres and nine proposed projects, according to the municipal Department of Science and Technology. New projects are moving beyond traditional data centres toward large complexes integrating AI and other digital infrastructure.

Hanoi (VNA)– Vietnam’s data centre market is entering a new phase as a wave of large-scale projects worth billions of US dollars is being proposed and rolled out, driven by rising demand for artificial intelligence (AI), cloud computing and large-scale data processing.

Ho Chi Minh City currently has 20 operational data centres and nine proposed projects, according to the municipal Department of Science and Technology. New projects are moving beyond traditional data centres toward large complexes integrating AI and other digital infrastructure.

Among the most notable is the SGI-HCM Campus data centre and AI complex at Tan Phu Trung Industrial Park, invested in by Kinh Bac City Development Holding Corporation (KBC) in partnership with Accelerated Infrastructure Capital (AIC) and VietinBank. The project has an estimated investment of about 2.1 billion USD and received its investment registration certificate on July 21.

Another major proposal is a 2-billion-USD AI super data centre by UAE-based G42, Microsoft, FPT Corporation, Viet Thai Group and VinaCapital. The project is expected to contribute to economic growth and strengthen Vietnam’s appeal to foreign investors.

In late July, Ho Chi Minh City authorities and an inter-agency working group met with G42, Microsoft and other investors to discuss the Trusted Data Agreement and related legal issues. Investors are continuing to refine the project and study potential locations.

Several other large projects are also being carried out or proposed at the Saigon Hi-Tech Park, including those involving BW Industrial Development, Warburg Pincus and Digital Realty; Sembcorp-BB Holding; NTT Global Data Centers; and CMC Corporation. Their investment values range from 250 million USD to 850 million USD.

The surge comes as demand for data infrastructure grows rapidly. Savills Vietnam forecasts that the country’s data center capacity could reach around 950 MW by 2030, up from about 524.7 MW in 2025. Market revenue is projected to exceed 3 billion USD by 2031, with annual growth of more than 20%.

John Campbell, Director of Industrial Services at Savills Vietnam, said Vietnam was at the beginning of a significant data centre development cycle. He noted that demand had existed for years, supported by the country’s young population, high technology adoption and rapid digitalisation.

Large cloud service providers have also been showing interest in Vietnam for the past four to five years, indicating that demand is not new but that the market is becoming increasingly ready for faster growth.

Regulatory changes are providing additional momentum. Since 2025, foreign investors have been allowed to own 100% of companies providing data centre services, removing one of the barriers that previously limited international investment in the sector.

The race is about more than land

Unlike conventional industrial real estate, where land, location and infrastructure access are key considerations, data centres require a much more complex combination of conditions.

Power supply is the most critical factor. Large data centres consume huge amounts of electricity and require a stable, uninterrupted supply, with sufficient backup capacity and an increasing focus on clean energy.

Andrew Green, Head of Data Centre Group, Asia Pacific at Cushman & Wakefield, said data centre development was shifting from locations with good connectivity to markets capable of supplying electricity on a large scale. This trend is creating new growth corridors and pushing investment beyond traditional data centre hubs.

Data connectivity is another essential factor. Large data centres need reliable international Internet connections, particularly submarine cables and stable landing stations. As cloud computing, AI and cross-border data services expand, connectivity is becoming an increasingly important part of a data centre’s value.

This is encouraging projects to cluster around areas where different layers of infrastructure converge, including hi-tech and industrial parks, logistics hubs and major cities.

Data regulations and information security are also becoming increasingly important. According to Savills, tighter personal data protection rules are likely to encourage businesses to store and process more data in Vietnam, increasing demand for facilities that meet international standards.

For banks, financial institutions and government agencies, requirements are even higher, with data centres needing advanced information security standards. As a result, the value of a data centre cannot be measured simply by land area or power capacity, but also by its security, reliability and operating standards.

Savills Vietnam said improvements in the legal framework and progress in resolving land, approval and project implementation issues at hi-tech parks were creating tangible changes in the market.

From a real estate perspective, data centers are emerging as a distinct segment from factories and logistics warehouses. They require large capital investment, lengthy preparation and strict technical assessments. Land leases of 10-30 years are becoming common as investors seek long-term stability for assets with long operating lives.

This is also creating opportunities for industrial property developers. Rather than simply providing land, developers need to offer integrated infrastructure covering electricity, connectivity, security, cooling, telecommunications and long-term capacity expansion.

In search of strategic autonomy in energy

In search of strategic autonomy in energy

Vietnam must diversify every facet of its energy procurement system to be impervious to global shocks now and in the future.

From major oil and gas fields to straits, seaports, fleets, storage facilities, refineries, financial markets, and LNG contracts, global energy power is shifting from resource ownership toward the ability to control the entire supply chain. The geopolitical upheavals of 2026 have once again shown that a country may have energy resources yet remain vulnerable if it cannot ensure that energy can actually reach its shores.

Under this new order, oil and gas are not disappearing despite the rapid advance of electrification and the green transition. Rather, the world is developing a multilayered energy system in which oil, natural gas/LNG, electricity, renewable energy, nuclear power, power grids, and critical minerals together form a new power structure. For Vietnam, the question is no longer simply whether it has enough energy, but whether it has sufficient alternatives when a source of supply or a transportation route is disrupted.

Moving beyond the “wellhead”

For decades, the global oil and gas power map was often viewed through a relatively simple question: Which countries possess the most resources? However, the structure of today’s energy markets shows that this approach is no longer sufficient to explain where real power lies.

Resources remain the foundation. But the journey from a resource in the ground to energy reaching consumers is a long chain involving extraction, transportation, processing, storage, pricing, finance, insurance, technology, and market access. A country with oil reserves has a certain degree of bargaining power, but a country capable of connecting multiple layers of the chain can generate systemic power.

Today, energy power does not lie solely in resources but is built upon seven closely interconnected layers: flows, processing, markets and pricing, infrastructure and logistics, finance, insurance and contracts, technology, and security. This transformation is particularly evident when oil and gas are viewed in the context of the energy transition. Oil remains the foundation of road, aviation, and maritime transport while continuing to play an important role in heavy machinery, petrochemicals, and defense. Natural gas and LNG remain flexible fuels for power systems and key inputs for fertilizers, chemicals, hydrogen, and industrial heat.

At the same time, electrification is accelerating, renewable energy capacity continues to expand, and nuclear power is returning to strategies for baseload electricity and energy security, while power grids are increasingly becoming core infrastructure for the digital economy. The world is therefore not simply moving from “old energy” to “new energy,” but is forming a “multi-system energy order” in which multiple energy layers coexist and complement one another. This also explains why a country that is not a major oil and gas exporter can still possess significant energy power.

China is a prime example. It is a major oil importer but has built considerable power by combining purchasing power with refining capacity, strategic reserves, shipping fleets, shipbuilding capabilities, finance, and the ability to switch suppliers. In other words, China does not need to own all the resources to exercise power; it builds power from the demand side and from the links between producers and consumers.

The US has a different power structure. It combines large-scale production, relatively responsive shale oil output, an extensive network of pipelines, storage facilities, and deep-water ports, the WTI market, the US dollar, oilfield services technology, and financial strength. Saudi Arabia and the UAE have particular advantages in terms of low production costs, large reserves, spare capacity, and large-scale export assets. Russia derives power from its resources, pipelines, and export networks but faces sanctions as well as restrictions on technology, insurance, and infrastructure. This multilayered distribution of power is reshaping the global oil and gas map.

One of the clearest manifestations of this shift is the growing importance of “deliverability.” Having supply on paper does not mean that energy will actually reach the buyer. Delivering a cargo of oil or LNG to its destination requires available supply, ships, ports, storage, insurance, credit, contracts, port access, alternative routes, and processing capacity at the receiving facility.

The question facing energy markets is therefore shifting from “Who has the reserves?” to “Who can deliver where, when, and through which route?” This transformation places maritime routes and strategic chokepoints at the center of the power map.

Some 76 per cent of the world’s supply of oil and petroleum liquids was transported by sea in the first half of 2025. The Strait of Malacca carried around 23.2 million barrels a day, while the Strait of Hormuz plays a particularly important role for oil and LNG from the Persian Gulf, with limited alternative routes. The Suez Canal - Bab el-Mandeb corridor connects commodity flows between Asia and Europe, while the East Sea is a critical corridor for energy flows to Northeast Asia.

This makes energy security increasingly inseparable from maritime security. If an oil field suffers a disruption, the market may still be able to find alternative supplies. But when a major strait or transportation route is disrupted, the impact spreads across multiple layers simultaneously: transit times increase, ships must take longer routes, freight rates rise, insurance costs increase, contracts are adjusted, and ultimately energy costs for consumers rise.

The 2026 Hormuz crisis therefore has implications far beyond a geopolitical shock in the Middle East. It has become a test of the entire logic of the global energy system: supply exists, but deliverability is constrained.

New layers of power

The development of LNG is one of the most important changes in the structure of the global energy system. Traditional pipeline gas geographically links buyers and sellers. LNG allows gas to move between markets through liquefaction facilities, specialized vessels, and regasification terminals. But this does not eliminate dependency; it simply shifts dependency into a more complex structure.

A complete LNG chain requires liquefaction plants, vessels, regasification terminals, storage, contracts, and credit. As a result, gas power is shifting from “pipelines” to “portfolios.”

The US has advantages in terms of abundant supply, flexible contracts, and the Henry Hub benchmark. Qatar has the North Field, low production costs, long-term contracts, and a large fleet. Australia benefits from its proximity to Asia and its substantial LNG assets. The EU exercises power through storage, the TTF (Title Transfer Facility), regulation, and collective purchasing power. Japan and South Korea derive strength from their positions as major buyers, as well as their long-term contract portfolios and commercialization capabilities. China combines LNG with pipeline supplies from Russia and Central Asia, together with domestic production, to create a multi-axis structure.

The 2026 crisis once again demonstrates the value of geographic diversification. According to pre-conflict figures, LNG passing through the Strait of Hormuz accounted for nearly 20 per cent of global LNG trade. Under the baseline scenario cited, LNG output from Qatar and the UAE in 2026 is expected to decline by around 45 per cent from 2025 levels, but the shortfall is expected to be almost offset by new supplies from North America, Africa, and Australia. The lesson is not that an entire region or supplier should be avoided. The key is to ensure that no single source of supply becomes a “single point of failure” for the entire system.

The same applies to oil. The US, Saudi Arabia, the UAE, Russia, China, and India are developing different forms of power. China is particularly noteworthy for import-dependent countries such as Vietnam because of its model of “demand-side power”: pooling purchasing power, infrastructure, refining capacity, reserves, shipping fleets, and finance to strengthen its bargaining power.

Another increasingly important layer of power is finance. Oil and gas are physical commodities, but the real value of a barrel of oil or a cargo of LNG also depends on benchmark prices, the settlement currency, credit, insurance, certification, access to ports, and contract law. Brent, WTI, Dubai/Oman, and Murban are important benchmarks for the oil market, and Henry Hub, TTF, and JKM play similar roles for gas and LNG. Centers such as London, New York/Houston, Singapore, Dubai/Fujairah, and Europe concentrate capabilities in pricing, hedging, trade finance, insurance, and arbitration.

Developments since 2022 have shown that financial sanctions can fundamentally alter the real value of an oil or gas flow. A country may still be able to sell oil but may have to accept discounts, longer transportation routes, higher-risk shipping fleets, and higher financing costs. Power therefore lies not only where oil is produced, but also where decisions are made about how commodities can be transported, insured, paid for and traded.

This is why Vietnam needs to view energy security more broadly than simply signing contracts to purchase oil and LNG. A good contract is not merely one with a low price. It should include diversion clauses, resale rights, an appropriate pricing formula, clear force majeure provisions, the ability to change delivery points, and mechanisms for allocating risk in a crisis. In other words, Vietnam needs to buy options, not merely energy.

Building Vietnam’s energy options

Global oil and gas market developments pose a strategic question for Vietnam: Where does it stand on the new power map?

The country boasts significant advantages. It has a strategic position along the East Sea, lies on maritime routes connecting Middle Eastern energy centers with Northeast Asia, has a seaport system, refining and petrochemical capabilities, PetroVietnam and an oil and gas ecosystem, as well as a rapidly-growing energy market. Yet its growing dependence on imports is also exposing vulnerabilities.

Vietnam has developed “industry capabilities” but has not yet fully established an “energy power architecture.” Vulnerabilities do not lie in any single source of supply, but extend from Hormuz and the Malacca-East Sea route to refineries, the LNG-for-power chain, and financial and foreign exchange risks. Importantly, these risks can reinforce one another during a crisis.

Vietnam therefore needs to change the way it stress-tests energy security. It is not enough to ask what happens if one source of supply is lost. The country needs to test scenarios involving multiple simultaneous shocks: a sharp decline in Gulf supplies, a 7-10-day slowdown in the Strait of Malacca, a refinery operating at reduced capacity, LNG prices doubling, and a stronger US dollar. Such correlated scenarios reveal where the system’s true breaking points lie. From this perspective, Vietnam needs to shift from a mindset of “self-sufficiency” to “strategic autonomy.”

Strategic autonomy does not mean Vietnam must produce all of its own oil and gas, LNG, or energy. In an open economy, that is neither feasible nor necessary. Strategic autonomy means ensuring that no single supplier, transportation route, contract type, technology, or pricing formula can paralyze the economy. To achieve this, Vietnam first needs to build diversified supply corridors.

One corridor could connect with the US, Canada, and, over the longer term, sources across the Americas; another could continue to leverage the cost advantages of the Middle East while maintaining contingency options; an ASEAN-Australia corridor could capitalize on geographic proximity; and a Northeast Asian corridor could connect with the trading capabilities, storage facilities, and LNG portfolios of Japan and South Korea. The key point is that diversification must be measured by transportation routes, not merely by the number of suppliers.

Alongside this should be a multilayered storage system comprising operational inventories held by companies and plants, commercial reserves, national reserves, shared storage with producers, and virtual reserve capacity through purchase options, vessel capacity, FSRUs (Floating Storage and Regasification Units), and diversion clauses. This approach would allow Vietnam to strengthen system resilience without necessarily purchasing and physically storing the entire volume of commodities with public funds.

Another important direction is to strengthen PetroVietnam’s role in the national energy structure. Rather than optimizing individual oil and gas projects in isolation, the company should be viewed as a link in the entire energy power chain, from upstream production, gas, and power to refining and petrochemicals, LNG, transportation, and technical services. PetroVietnam should expand its portfolio of overseas upstream assets, LNG assets, oil, LPG and LNG vessels, refining and petrochemical operations, and energy trading activities.

But power does not come from companies alone. Vietnam needs to turn its geographic position into infrastructure and markets. One proposed direction is to establish multipurpose energy clusters along the coastline in Van Phong, Cai Mep-Thi Vai, Dung Quat, and Ca Mau, with each cluster performing different functions, ranging from oil and LNG storage, marine fuels, and refining and petrochemicals to gas, power, fertilizers, and new fuels.

If connected through bonded warehouses, third-party access, trading markets, financial services, insurance, arbitration, and energy data, these clusters could serve not only the domestic market but also potentially become regional transshipment and energy hubs.

This is an important shift: from building “energy assets” to building “energy power.” In a volatile world, reserves should not be measured solely in millions of tons of oil or LNG. The more important question is how many days the economy can continue operating if a transportation route is closed, a supplier stops delivering, or energy prices surge.

Similarly, LNG capacity should not be assessed solely by storage or regasification capacity. Vietnam needs to consider how many suppliers it has, how many transportation routes are available, how many contracts contain diversion rights, how many alternative sources can be accessed, and how much price-hedging capacity is available.

One strategic direction toward 2045 is to gradually position Vietnam as an energy balancing and energy industry hub in the Indo-Pacific, capable of receiving energy from multiple directions, storing, processing, converting, re-exporting, and hedging energy, while providing energy-related services.

This is an ambitious goal, but its logic is clear. Vietnam does not necessarily need to become the country with the largest oil and gas resources. Nor does it need to control the entire energy chain. What Vietnam needs is to control or secure access to sufficiently critical links so that it is not dependent on a single option.

On the new power map, diversification itself is a form of power. A country capable of buying from multiple sources, transporting energy through multiple routes, storing it at multiple locations, using multiple types of fuel, signing different types of contracts, and switching quickly as markets change will have a much stronger position than a country that simply seeks the cheapest energy source under normal conditions. For Vietnam, therefore, the challenge ahead is not merely to have “enough energy,” but to have enough energy options.

From ownership of resources to control of flows; from supply to deliverability; from long-term contracts to diversion rights; from physical reserves to virtual reserves; and from oil and gas companies to a national energy architecture, all of these are becoming layers of economic security. And if the global oil and gas power map is being redrawn, Vietnam should not merely seek to adapt to that map. It needs to gradually create its own position.


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