KINH DO MOONCAKE: Materialism on Current Practices of Vietnamese Traditional Festivals

In Vietnamese materialistic society, traditional festivals have taken on more glamorous facades, but somehow, they seem to have lost their old charm. The obsession with social status and instant pleasures has overshadowed the true essence that once made these celebrations meaningful. The team’s project aims to restore a balance between material and spiritual values, redefining the meaning of "premium" through deeper intangible aspects such as happiness, family reunion, and cherished memories.  

By adopting this approach, the team sought to evoke a sense of yearning and enjoyment in this year’s Mid-Autumn Festival among young people, inspiring them to open their hearts to appreciate the things that truly matter.