With a shared goal of preserving, conserving traditional cultural values and promoting the beauty of Vietnamese culture for future generations, the Vietnam Exhibition Centre for Culture and Arts (VECCA), under the Ministry of Culture, Sports and Tourism, has signed a three-year Memorandum of Understanding with Mondelez Kinh Do Vietnam. This cooperation aims to preserve and promote the traditional beauty of the Mid-Autumn Festival and Lunar New Year, while spreading the values and significance of these holidays to many generations in the era of integration and development.

To achieve these goals in the 2024-2026 period, Mondelez Kinh Do Vietnam, together with VECCA, under the Ministry of Culture, Sports and Tourism, will implement activities to promote communication and publicize Vietnamese cultural characteristics through various festivals. Specifically, Mondelez Kinh Do Vietnam will sponsor the “Mid-Autumn Festival 2024” event in Ninh Binh Province, organized by the VECCA, under the Ministry of Culture, Sports and Tourism. In addition to sponsorship, Mondelez Kinh Do Vietnam also brings the Mid-Autumn Festival atmosphere to the festival through decoration and a variety of Mid-Autumn recreational activities. The event is a meaningful playground for the younger generation to freely explore the diverse colors of the Mid-Autumn Festival, thereby inspiring pride and appreciation for the nation's traditional cultural values.

Mr. Bui Ky Da, Deputy Director of VECCA under the Ministry of Culture, Sports and Tourism, shared: "We appreciate Mondelez Kinh Do Vietnam’s positive contributions in preserving cultural values during traditional ethnic festivals and  believe that this cooperation between the two parties will serve as a driving force to promote communication and widely disseminate these cultural beauties to the people, especially the children. Additionally, we highly commend the company’s “One day off for togetherness” initiative and fully support the company’s decision to grant employees one day off on Mid-Autumn Festival to reunite with their families."

The signing ceremony of the MoU marks a significant milestone in the joint efforts of VECCA, under the Ministry of Culture, Sports and Tourism and Mondelez Kinh Do Vietnam, aimed at preserving and promoting traditional cultural values of Vietnamese festivals in the current context. These collaborative activities are expected to rekindle appreciation for traditional cultural values and call on everyone to join hands in preserving these precious heritages for future generations.

Mr. Anil Viswanathan, Managing Director of Mondelez Kinh Do Vietnam, shared: "We are very proud that our brands have been always loved by consumers over the years. Our brands offer both daily snacking solutions as well as special gifting needs for festivals and celebrations. Our Kinh Đô Mooncakes have been closely tied to the traditional Mid-Autumn Festival for over 25 years. It is not merely a cake but also a gift that conveys the traditional cultural values of the nation. Understanding this, Mondelez Kinh Đô Vietnam has not only developed quality Kinh Đô Mid-Autumn Mooncakes to meet the diverse needs of customers but also strives to preserve and promote the cultural significance of the Mid-Autumn Festival. We hope that this cooperation carries significant meaning, helping to spread the good values and significance of this festival for the years to come. In a fast developing country like ours, we hope this partnership helps preserve our unique culture.”

This MOU holds even greater significance as it is signed on the eve of the 2024 Mid-Autumn Festival. To honor the value of this traditional holiday, Mondelez Kinh Do has continuously implemented numerous creative initiatives over the years, with the hope that family members will have more time to enjoy moments of togetherness. Notably, in 2023, Mondelez Kinh Do introduced the idea of "One day off for togetherness on Mid-Autumn Festival" and decided to give all employees one day off on the Mid-Autumn Festival (September 29, 2023) to reunite with their loved families.

This initiative stemmed from the leading Vietnamese confectionery brand's observation and understanding of Vietnamese people, and was based on the results of a survey conducted jointly by Mondelez Kinh Do Vietnam and Nielsen IQ. Specifically, 94% of Vietnamese want people to pay more attention to the Mid-Autumn Festival to preserve the beautiful culture of Vietnam. As soon as it was launched, this idea quickly received over 300,000 votes in support of the Mid-Autumn Festival, making it an official holiday and gaining the support of more than 20 Vietnamese businesses.

This Mid-Autumn Festival, Mondelez Kinh Do continues bringing a communication campaign with the message: "One-day-off for togetherness, keep stories alive", continuing to give all employees a day off on the Mid-Autumn Festival to reunite with their families and fully enjoy the traditional holiday. Customers and businesses can also visit the website www.motngaytrungthusumvay.vn to support the initiative of “One-day-off" for employees on this year's Mid-Autumn Festival.