Luxury Thinks Beyond Mooncakes for Mid-Autumn Festival Celebration
September is usually mooncake season in China, centered around the Mid-Autumn Festival which falls on September 10 this year. A good time for family reunions, it is one of the most important traditional festivals in Chinese culture, in addition to the Chinese New Year.
Unlike the Lunar New Year or the country’s many Valentine’s Days, when luxury brands launch special-edition products, the Mid-Autumn Festival is more of an opportunity for houses to maintain relationships with customers and stakeholders. Local VIPs. As roundness symbolizes unity and completeness in Chinese culture, sharing mooncakes has become a go-to way to mark the occasion. But in recent years, many global names have chosen to omit or reduce the amount of mooncakes in their gift sets.
There are several reasons for this change. First, overpriced and overly luxurious packaging has recently come under scrutiny from Chinese market regulators. Although boxes of luxury mooncakes are usually given as gifts rather than sold, extravagance is not necessarily good for a brand’s image on the continent. In addition, moon cake sales are not limited to the autumn season and have seen normal distribution outside the Mid-Autumn Festival, according to Data from JD.com from 2021 to 2022.
Below, Daily Jing shares five playful versions of Mid-Autumn Festival gift sets and how luxury brands are incorporating their DNA into designs.
Louis Vuitton pays homage to the traditional know-how of printing through this year’s gift set. Highlighting the filigree of woodblock printing – an image reproduction technique that originated with the gravure printing technique in the Sui and Tang Dynasties – the box allows users to DIY their own versions of Ming Dynasty prints , “Chinese Poetry Paper By The Master Of The Ten Bamboo Hall”. (十竹斋笺谱). The gift illustrates not only Chinese engraving, but also how to communicate traditional culture to the world.
Equipped with mineral pigments, the special box features the concept of the “Four Treasures of Study” – an expression used to refer to the brush, ink, paper and inkstone used in Chinese and other calligraphic traditions. East Asian countries. Local fashion KOLs such as @Jiweiran and @cristine posted the box on Xiaohongshu to share their adoration.
Inspired by its Fall/Winter 2022 collection, Fendi’s mooncake boxes combine the crescent-shaped Fendigraphy handbag and O’Lock monogram pattern, both of which capture the Mid-Autumn Festival vibe. The house has rolled out two versions of gift boxes this year: a luxury edition and a standard one.
The luxury edition adopts the iconic crescent shape of the Fendigraphy handbag, and the embossed FF logo is clearly visible on the outer shell of the gift box. When opened and the bottom layer flipped over, the crescent-shaped box gradually turns into a full moon shape. This version also contains a ceramic tray as a container for mooncakes. Meanwhile, the standard version features a Chinese-style dim sum wrapper that also evokes Mid-Autumn Festival culture.
Valentino dresses its gift set in the iconic bright pink shade from its Fall 2023 “Pink PP” collection. Although the mooncakes are absent, the box contains a bucket for lottery poetry, a divination practice originating in China in which seekers request answers from a sacred oracle lot. A booklet titled “The Fortune Teller” is also included, where users can delve into the meaning of their lottery.
Canada Goose underscores its commitment to sustainability with every detail. Crafted from wood, the gift box is adorned with carved Chinese window patterns surrounding the brand logo. Resembling a suitcase on the outside, it turns into a Chinese chess board when turned over. Along with six portable mooncakes and tea bags, the box contains chess pieces to complete the board game.
All individual mooncake wrappers are made from recycled paper, and there’s nothing extra or wasted in the gift box. Moreover, the combination of mooncakes, tea drinking and Chinese chess symbolizes the refined lifestyle typical of Chinese scholars. As such, the brand’s Mid-Autumn Festival concept has been warmly welcomed in China.
Marni gives her gift set a facelift by tapping into the latest Gen Z craze: outdoor activities. In addition to the mooncakes, the package includes a picnic mat and a frisbee with Marni’s logo. Camping and Frisbee have become two of the most popular outdoor activities this summer for young locals, especially after months of lockdown in big cities. Currently, there are 633,000 UGC posts on Xiaohongshu lifestyle-oriented social media. Unlike many other luxury gift sets exclusive to top brand customers and media professionals, Marni’s is free for those who purchase more than $3,594 (RMB 25,000) in products from the brand’s local boutiques.