Banh Trung Thu : Cultural Identity and Commoditization in the Context of Vietnammese Tradition

Abstract

Moon cake (Banh Trung Thu) is one of the traditional dishes of Vietnamese people, Moon cake (Banh Trung Thu) is associated with the Mid-Autumn Festival, one of the great festivals of the Vietnamese people, over 2500 years of formation and development. has a great influence on the material and spiritual life of the Vietnamese people. Therefore, Mooncakes carry great meaning in terms of both culture and cuisine of an entire nation. Experiencing many ups and downs of history, the cultural values of Mooncakes still exist and promote in the lives of Vietnamese people until now. The main research objectives focus on three research objectives as follows:

1. To study and learn about the appearance of traditional mooncakes in Vietnam.

2. To study the process of forming a moon cake product from the time of making the cake to the completion of a finished product for sale to the market. Research on the commercialization of mooncakes in the country.

3. To study and create new shapes for moon cakes and design.

Thesis on the study of Mooncakes: Cultural Identity and the Commercialization of Vietnamese Tradition, will provide a new perspective of Vietnamese consumers to traditional Mooncakes, contributing to promoting trade commercialization of Vietnamese small businesses. Shaped and developed uniquely by Vietnamese people, highlighting the unique identity of Vietnamese Mooncakes compared to many other types of mooncakes from other countries present in the consumer market.

The commercialization of a new line of texture designs for Mooncakes and a renewal of the packaging system of mooncakes contributes to promoting international tourists when participating in and attending Tet festivals. Mid-Autumn Festival in Vietnam. With the commercialization of Mooncake products, it will bring economic benefits to large famous mooncake manufacturers in the country, as well as craft bakeries, maintaining production and economic resources, and maintaining the beauty from the hands of culinary artisans.

And from promoting the trade and sale of Mooncake products through the Mid-Autumn Festival, which will bring general benefits to the local economy, Mooncake products also help families have a gathering day, meet, bond with each other, reunite in the Mid-Autumn Festival and enjoy Mooncakes, an indispensable dish during the Mid-Autumn Festival. Remind people of a culture that has existed for a long time, it is necessary to promote and preserve that culture. Promoting the application of folk and traditional patterns in product packaging design, bringing cultural value to the product, and imbued with national traditions.

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