In every Vietnamese family, making “bánh chưng” is not only a tradition on Tet (Lunar New Year) but also an occasion to create meaningful and heartfelt moments among family members. The flavor of “bánh chưng” doesn’t just come from traditional ingredients but also from the family’s emotions, shared laughter, and beautiful memories.
Giao was born from the collaborative idea of two members within the group. While “bánh chưng” projects are not entirely new, this time, our group aims to provide a fresh perspective, a new interface from a young person or a new Gen Z generation. It embraces the traditional taste but adorns itself with the youthfulness.
“Bánh Chưng” is a traditional Vietnamese cake, especially significant during Tet Nguyen Dan. It is not only a traditional dish but also carries spiritual and cultural significance.
With two familiar meanings:
Symbol of Earth and Sky: “Bánh chưng” is linked to the legend of King Hùng Vương’s merits and is a symbol of earth and sky. The cake is square, symbolizing the sky, and wrapped in banana leaves, symbolizing the earth.
Reunion and Family Affection: During Tet, families often organize the making and offering of “bánh chưng” to honor ancestors and demonstrate unity and familial love. Cooking and making “bánh chưng” together become a bonding activity for the family.
The name Giao is derived from actions and sincerity. Actions intertwine, connect, and touch each other, just like the intertwined threads binding the outer shell of the cake. => Generations of families connecting, touching each other during Tet, the connection, and continuation of Vietnamese family traditions. => Exchanging love – Exchanging smiles – Exchanging sincerity.
GIAO brings to customers a harmonious experience in the emotional aspect through each flavor of the cake. Every “bánh chưng” touched by the customer’s hand is a moment to recall the warm moments around the pot of “bánh chưng” with their family.
Because Giao always knows: “Bánh chưng” is not only the final product but also the result of bonding and cooperation within the family. From choosing banana leaves, mixing dough, making the filling, to wrapping the cake, each member contributes a small part to the perfection of the cake. These moments are not just cooking lessons but also opportunities to experience profound family emotions.
GIAO always adheres to three criteria: Vietnamese Tradition, closeness, and simplicity.
Three types of cakes: Traditional Mung Bean – Mung Bean with Pork Filling – Special Banana Filling. In the process of making “bánh chưng,” the harmony between tradition and modernity is crucial. Inside the cake, diverse flavors such as mung bean, pork filling, and banana filling, depending on the family’s taste, make the cake richer and reflect the family’s expectations for traditional values.
Throughout the brand-building process, GIAO focuses on the image of hands of generations revolving around making a cake, hands that perform actions, actions that create gestures, and gestures that express sincerity. At the same time, these hands are the direct contact part creating the “bánh chưng.”
Giao Warm – Mung Bean flavor: The special feature of “bánh chưng” with mung bean filling is the delicate combination of traditional ingredients and the familiar taste of mung beans. Banana leaves still play the role of wrapping the cake, but the carefully prepared mung bean filling inside is made from delicious and flavorful mung beans. After steaming or boiling, the mung beans are finely ground and mixed with sugar, creating a soft, fragrant, and unique mung bean filling. The process of making “bánh chưng” with mung bean filling requires meticulousness and dedication. Meticulousness in every stage of making the cake, dedication in every type of ingredient placed inside. Therefore, Giao chose the image of two pairs of hands exchanging a cake, a mung bean cake, not only because of the flavor but also because of the emotional connection. The chosen red color represents intensity, the color of love, and the color of family bonds.
Giao Sincere – Mung Bean with Pork Filling: “Bánh chưng” with mung bean and pork filling retains the basic ingredients of traditional “bánh chưng” such as banana leaves, glutinous rice, and pork filling, combined with mung beans – an ingredient that adds a distinct and rich flavor. Mung bean with pork filling is a symphony that clearly demonstrates the role of family meaning, protection, and the excellent harmony of two flavors complementing each other. For this, Giao chose the image of two pairs of hands working together to create the filling, folding and layering it inside. It is the beginning of the cake-making process and also the most important part where the maker imparts their sincerity into the cake. The chosen green color represents peace, harmony, and positive energy.
Giao Loving – Special Banana Filling: “Bánh chưng,” an icon of Vietnamese cuisine, has been a tradition for centuries and is always an essential part of the Tet feast. In recent years, creativity in cooking has elevated “bánh chưng” to new heights, and one of the unique and delicious versions is “bánh chưng” with a banana filling. When cut, “bánh chưng” with a banana filling captivates not only with the aroma of banana leaves but also with the unique combination of the sweet taste of bananas and the richness of glutinous rice. The gentle, fragrant flavor makes each piece irresistible. “Bánh chưng” with a banana filling is not only an innovative twist in traditional cuisine but also a delicate blend of traditional culinary culture and contemporary creativity. With its unique taste and profound meaning, “bánh chưng” with a banana filling is not just a delicious dish but also a symbol of inheritance and development in Vietnamese cuisine. For this version, Giao cleverly uses the image of hands interchanging, passing on pieces of “bánh chưng,” conveying the message of change, the passing of traditions between generations, while preserving the values of ancestors through love and respect. The chosen banana leaf green represents protection, interaction, and freshness.
Sincere – Warm – Loving: The images depicted on the three cakes tell a story from the beginning of the cake-making process to the moment of gifting each other, and even to the moment of sitting down together and enjoying a cake overflowing with love, sincerity, and warmth. Family creates sincerity, exchanging warmth, and together builds love. When “bánh chưng” is taken out of the steamer, the screen of flavors that each family member has created together emerges. “Bánh chưng” is not just a dish but also a symbol of unity, family affection, and traditions passed down from generation to generation. With each “bánh chưng” created, the family not only makes a delicious meal but also bonds and creates wonderful memories. The Tet flavor comes not only from “bánh chưng” but also from the warm emotions and unanimous