What Bao Ngoc does

Bao Ngoc is a Vietnamese bakery manufacturer and retailer founded in 1986 and headquartered in Hanoi, with a southern branch in Ho Chi Minh City. The company produces and sells bread, cakes, mooncakes, and snacks, operating under sub-brands Kisshu (snacks) and Bảo Ngọc Gold (premium mooncakes). Its product portfolio spans price points from approximately 6,000 VND for everyday bakery items up to 1,150,000 VND for premium mooncake gift products, supporting both daily consumption and seasonal gifting demand.

The company operates an omnichannel distribution model that combines physical retail stores, an e-commerce website (banhbaongoc.vn), mobile applications on iOS and Android, and social media presence on Facebook, YouTube, and Zalo. Bao Ngoc is publicly listed on the Hanoi Stock Exchange (HNX) under the ticker BNA, employs 501 to 1,000 people, and holds the Sao Đỏ (Red Star) award, a recognized Vietnamese quality designation. Its core customers are individual consumers and families, with a secondary segment of gift givers and corporate buyers served through the premium mooncake line and B2B partnerships such as its 2026 engagement with HAMI (Hanoi Association of Industrial Manufacturing Enterprises).

Revenue is generated through unit sales of branded bakery, cake, and snack products distributed across retail and digital channels. Pricing is tiered to serve mass-market daily consumption and higher-margin seasonal and gift occasions. The business model is consumer-retail driven with no disclosed enterprise anchor customers, no AI/ML proprietary technology stack, and no disclosed funding rounds or M&A activity beyond its HNX public listing.

Name

Bao Ngoc

Legal name

Công ty cổ phần Tập đoàn Đầu tư Bảo Ngọc

Website

https://banhbaongoc.vn

Company type

Private

Founded year

1986

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Bao Ngoc is a Hanoi-based Vietnamese bakery manufacturer and retailer, founded 1986 and listed on the Hanoi Stock Exchange, producing bread, cakes, mooncakes, and snacks under the Bao Ngoc, Kisshu, and Bảo Ngọc Gold brands for individual consumers, families, and corporate gift buyers across Vietnam.

Ownership category

akta.pro rank

Product category

Bakery and Confectionery Products

NAICS

Bread and Bakery Product Manufacturing (31181), Commercial Bakeries (311812), Retail Bakeries (311811)

SIC

Bakery Products (2050), Food And Kindred Products (2000)

akta.pro primary industry

Specialty Bakery Manufacturing (Gluten-Free, Artisan, Health-Focused) (AFAKAAAG)

akta.pro secondary industries

DTC Bakery & Desserts Delivery (AFAIANAF), Online Bakery & Desserts Delivery (CRAHAIAK), Rice Cakes & Grain Snack Manufacturing (AFAKAIAK)

Keywords

• Vietnamese bakery products
• Mooncake manufacturing
• Fresh bread pastries
• Snack confectionery
• Festive gift sets

Headquarters

HQ city

Hanoi

HQ country

Vietnam

HQ region

Asia

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Product Sales - B2C: Direct-to-consumer sales of baked goods including mooncakes, fresh bread, cookies, snack cakes, and gift sets through owned e-commerce platform and physical retail channels.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Bao Ngoc manufactures and sells traditional Vietnamese baked goods centered on mooncakes (Bánh Trung Thu) in baked and soft varieties, fresh bread and pastries (Bánh Tươi), and snack products under the Kisshu sub-brand. The portfolio also includes cookies, dried agricultural products (lotus seeds, dried fruits), Lunar New Year (Tet) gift sets, and selected imported snacks. Products are sold directly to Vietnamese consumers through the company's own e-commerce site, mobile apps, and physical retail stores.

Product overview

Bảo Ngọc is a traditional Vietnamese bakery company with 40 years of experience offering a diversified product portfolio centered around mooncakes (Bánh Trung Thu), fresh pastries (Bánh tươi), and snacks. The core products include traditional and premium mooncakes available in baked (nướng) and soft (dẻo) varieties, fresh bread and sandwiches under the Bánh Tươi Bảo Ngọc line, and the Kisshu sub-brand featuring sponge cakes, rice milk snacks, and candies. Additional product lines include cookies, dried agricultural products (lotus seeds, dried fruits), Tet gift sets, and imported snacks. The company operates through an e-commerce platform and physical retail channels, serving both individual consumers and corporate gift customers.

Differentiator

Problem solved

Functional benefit

Brands

• Kisshu: Sub-brand for snack products including bánh bông lan, bánh gạo sữa cuộn, and kisshu snacks.
• Bảo Ngọc Gold

Products and services

• Bánh Trung Thu (Mooncakes) Traditional Vietnamese mooncakes for the Mid-Autumn Festival, offered in both baked (nướng) and soft (dẻo) varieties with fillings such as green bean, red bean, lotus seed, taro, and specialty flavors. Sold to individual consumers and corporate gift buyers across Vietnam.
• Bánh Tươi Bảo Ngọc (Fresh Pastries and Bread) Fresh bread and pastries including sandwiches, burgers, and daily bread products (such as sandwich bread, burger buns, and Paket bread) for breakfast, snacks, packed lunches, and travel-friendly meals for Vietnamese consumers.
• Bánh Bông Lan Kisshu (Kisshu Sponge Cake) Sub-brand line of sponge cakes under Kisshu, available in various flavors including chicken floss (chà bông), BBQ pork floss, and other savory fillings, targeted at consumers seeking flavored snack cakes.
• Bánh Gạo Sữa Kisshu (Kisshu Rice Milk Cake) Non-fried rice milk cakes under the Kisshu sub-brand available in milk, cheese, and milk-with-cheese flavors, containing 56% rice content, positioned as a snack product.
• Kisshu Snack Snack products under the Kisshu sub-brand including spicy (té cay) and kimchi flavored rice-based snacks sold at accessible price points (e.g., 7,000 VND per unit).
• Kẹo Ngậm KISSHU (Kisshu Candy) Kisshu breath freshening candies available in 5 flavors: plum, lemon, watermelon, strawberry, and mint.
• Bánh Quy (Cookies) Cookie products including butter cookies in various packaging sizes (180g, 310g, 500g) and brown rice cookies with cashews.
• Nông Sản (Dried Agricultural Products) Dried agricultural products including dried mango, dried pineapple, dried papaya, lotus seeds (dried, wet, and sugared), and processed nuts.
• Set Quà Tết (Tet Gift Sets) Pre-packaged Lunar New Year (Tet) gift sets featuring various Bảo Ngọc products at different price points, ranging from 225,000 VND (Tài Tiến Giang Sơn) to 1,150,000 VND (Vip 3: Giang Sơn Thịnh Vượng), targeted at individual and corporate gift buyers.
• Bánh Trung Thu Cao Cấp (Premium Mooncakes - Bảo Ngọc Gold) Premium mooncake collection featuring upscale packaging and exclusive flavors including tea-infused mooncakes in various themed boxes (Bộ hộp cao cấp), priced from 229,000 VND to 480,000 VND.
• Bánh Nhập Khẩu (Imported Snacks) Imported snack products including Tini Wini Biti biscuits from Indonesia distributed by Bảo Ngọc to Vietnamese consumers.

Quantifiable outcome

• 40 years of continuous operation in the Vietnamese food manufacturing sector

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• ABC Bakery (Phú Thái Group): Vietnamese bakery chain with in-house production of fresh bread, pastries, and mooncakes; comparable vertical model combining manufacturing with branded retail outlets.
• Bibica JSC: Vietnamese confectionery and bakery manufacturer producing biscuits, cakes, and seasonal mooncakes; competes head-to-head with Bao Ngoc in packaged bakery and festival gifting categories.
• Hải Châu Confectionery: Long-standing Vietnamese brand specializing in mooncakes and traditional baked goods; directly competes in the same seasonal gifting occasion and traditional flavor positioning.
• Mondelez Kinh Đô (Kinh Đô): Vietnam's largest bakery and confectionery manufacturer (now part of Mondelez International); directly competes with Bao Ngoc in mooncakes, biscuits, bread, and gift sets across the same Mid-Autumn and Tet occasions.
• Hữu Nghị Food (Huunghi Food): Vietnamese food and confectionery manufacturer producing biscuits, snacks, and seasonal bakery items; comparable as a domestic peer with similar omni-channel and CPG positioning.

Broad incumbents

• Lotte Confectionery Vietnam: South Korean confectionery and bakery producer with distribution in Vietnam; broader multinational incumbent that overlaps with Bao Ngoc in biscuits, snacks, and packaged bakery categories.
• Mondelez International: Global snacks and confectionery conglomerate and parent of Mondelez Kinh Đô; sets competitive dynamics and capital benchmarks for Vietnamese bakery and mooncake categories.
• Paris Baguette (SPC Group): Korean bakery-cafe chain operating across Vietnam; comparable on fresh bakery category but as a multinational incumbent with broader foodservice portfolio than Bao Ngoc's seasonal focus.
• Tous Les Jours (CJ CheilJedang): Korean-origin bakery cafe chain with significant presence in Vietnam; competes on fresh bread and pastry occasions but operates as a broader foodservice incumbent rather than a seasonal-gifting specialist.

Regional players

• BreadTalk Group: Singaporean-origin bakery chain with franchise presence across Southeast Asia; comparable in product format (artisan breads, pastries) but primarily competes in regional retail rather than Vietnamese seasonal gifting.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCy08rtUlEJA-ZS0oOnrp78A/videos
• Facebookfacebook.com/banhtuoibaongoc
• LinkedInlinkedin.com/company/banhbaongoc

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Bao Ngoc