Beyond the box: How HK brands are elevating the Mid-Autumn experience

The Mid-Autumn Festival brings loved ones together over mooncakes, symbols of unity and gratitude. Sharing them beneath the full moon turns laughter, connection, and love into lasting memories.

This year, Hong Kong brands are rolling out special-shaped and even reusable packaging, with 30 brands and 160 verified gift boxes as of 24 September, according to Give Gift Boutique.

Hong Kong mooncake brands are getting creative with their packaging. Special-shape designs appear in five out of 30 brands (16.7%), while another five brands (16.7%) feature lantern or lighting designs, including Lady M Hong Kong, agnès b. CAFÉ & FLEURISTE, Hang Heung, Starbucks Hong Kong, and The Peninsula Hong Kong. Reusable packaging is more common, offered by 10 of 30 brands. Overall, 12 of 30 brands (40%) offer at least one of these creative or functional packaging styles.

That said, Hong Kong brands are putting their own spin on mooncakes this year, elevating the festive experience. For example, Maxim's has broken from tradition with a spicy mooncake series. Meanwhile, Mandarin Oriental The Landmark, Hong Kong, has drawn on its "The Mansion" design narrative, whereas Café de Coral has tapped into IP through a Sanrio Cinnamoroll partnership. Each brand weaves its identity into these traditional treats, honouring festival customs while showcasing the region's culinary creativity.

As we look at the mooncake campaigns from Hong Kong brands, we'll see how they blend tradition with modern flair. Here are some standout initiatives, rounded up by MARKETING-INTERACTIVE for this Mid-Autumn Festival.

Café de Coral

Café de Coral has embraced IP collaboration by teaming up with Sanrio to feature Cinnamoroll on its mooncakes, turning traditional Mid-Autumn gifting into an interactive, cross-generational brand experience.

A spokesperson from Café de Coral told MARKETING-INTERACTIVE that partnering with Sanrio to feature Cinnamoroll allows the brand reach both nostalgic adults and younger families. The collaboration aims to attract younger audiences and Cinnamoroll fans, broadening its customer base.

Beyond its charming visuals, the set is designed for functionality. The inner box can be reused as a storage container, extending its value beyond the festival season. Meanwhile, the outer box transforms into a glowing lantern once the mooncakes are enjoyed, adding festive atmosphere and interactive fun to family gatherings.

This dual-purpose design embodies the idea of “food and play” - offering not only delicious mooncakes but also a creative experience that enhances the joy of Mid-Autumn celebrations. By combining taste, design, and interactivity, Café de Coral aims to bring customers a product that is both delightful and memorable.

Café de Coral has deployed a precision-targeted, full-funnel strategy designed to maximise reach and drive high-intent conversions, according to the spokesperson. Top-of-funnel awareness is built through targeted digital media, complemented by curated gifting and unboxing campaigns that generate authentic social proof and organic reach. Bottom-of-funnel conversion is driven through high-touch, in-store direct sales paired with limited-time online offers that create immediate purchase urgency.

Hang Heung x Wai Yuen Tong

Traditional bakery brand Hang Heung Cake Shop (恆香) has teamed up with Chinese wellness brand Wai Yuen Tong (位元堂) for the first time to launch the "Wai Yuen Tong x Hang Heung mooncake gift box”, blending traditional pastry craftsmanship with modern health concepts.

The two two century-old brands have come together, aiming to deliver not just a box of mooncakes, but a gesture of care for family, elders, and loved ones.

The box combines Mid-Autumn flavours with warm blessings. Mini Egg Yolk and White Lotus Seed Paste Mooncakes are made with Hang Heung's classic baking craft, featuring smooth lotus seed paste and a thin, fragrant crust that continues the familiar traditional taste. Cordyceps and Reishi Honeycomb Egg Rolls add a wellness element to Hang Heung's crisp, airy honeycomb rolls. Gansu Rose Tea and Ningxia Goji Berry Tea provide a warm cup of tea after the mooncakes, adding comfort to reunion moments.

MARKETING-INTERACTIVE has reached out to Wai Yuen Tong for more information.

Lady M 

Blending fine light art with festive elegance, this year's Lady M Mid-Autumn mooncake gift Sets feature a dreamlike starry sky projection and magical glowing lights.

Also known as the "Moonlit Reverie Gift Set" (星夜幻境投影月餅禮盒), the limited-edition set is themed around "中秋月滿，玉兔躍動" featuring a full moon and a leaping jade rabbit, with a warm champagne-coloured outer box paired with a lush jade rabbit wonderland illustration that creates a strong festive atmosphere.

The six-piece set features three bold, modern flavours: pistachio, yuzu cheesecake, and red bean, unfolding rich, delicate layers that are great for sharing with friends. Meanwhile, the 2-Piece Set is packed with refined classics, earl grey custard and classic custard, an elegant, light treat ideal for tea with family. Both sets come with a projector that brings a romantic starry sky and moonlight into customers' homes.

Mandarin Oriental The Landmark, Hong Kong

Mandarin Oriental The Landmark, Hong Kong, which reopened with a new look in June, has launched a newly designed mooncake gift box that tells a warm Mid-Autumn story of reunion through light and shadow.

This year’s heartfelt festivities feature a custom-designed lighting lantern and an all-new mooncake presentation, both drawing creative inspiration from the hotel’s new design narrative of “The Mansion”, a warm welcome home that signals the property is once again open and ready to receive. 

The Lantern of Woven Stone Mooncake Box (星輝簷影月餅禮盒) echoes the warm terracotta tones of the new arrival experience, honoring Hong Kong’s grand residences of old and capturing the folding rhythm of the fluid, quietly dynamic façade, like a dance within stone.

Each box contains six velvety, mini egg custard mooncakes, meticulously crafted with premium ingredients following Mandarin Oriental’s signature recipe. Every bite is a celebration of a festive ritual, wrapped in a stylish box crafted to inspire long after the mooncakes have been enjoyed, serving as a keepsake of this meaningful season of reunion and a memorable souvenir of our hotel reopening celebration.

Maxim’s

While popular mooncake flavours such as lotus seed paste, lava custard and snow skin abound, Maxim's has pushed the boundaries with its spicy series: the spicy beef mooncake (麻辣牛肉月餅) and XO sauce pork mooncake (XO醬豬肉月餅).

A spokesperson from Maxim’s told MARKETING-INTERACTIVE that the spicy series is inspired by the growing popularity of bold and spicy flavors among consumers. It reflects MX Mooncakes' ongoing commitment to innovation while celebrating Mid-Autumn traditions.

The concept aims to redefine flavor traditions by combining authentic spicy ingredients with premium fillings, offering consumers a fresh and exciting festive experience while showcasing a contemporary interpretation of mooncakes.

The spicy series is designed primarily for younger consumers, adventurous food lovers, and those who enjoy exploring new culinary experiences. The collection caters to consumers seeking innovative flavor combinations beyond traditional mooncake offerings and resonates particularly with those who embrace bold flavors and food trends.

Available throughout the Mid-Autumn selling season, the campaign is supported through an integrated marketing approach, including PR outreach, digital and social media communications, CRM channels, retail and e-shop platforms, in-store promotional materials, and outdoor advertising to drive awareness and trial among consumers.

The campaign also tapped into experience-driven marketing by launching a pop-up store at Langham Place from 4 to 24 September, positioning the collection as a bold and shareable taste experience that encourages product trial and word-of-mouth among consumers.

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