At this time of the year, we often see people around Asia consuming mooncakes with their families and loved ones during the Mid-Autumn Festival. Symbolising prosperity and reunion for families and friends in Chinese culture, mooncakes have become part of the Asian culture and tradition to celebrate the festive season.
While in the marketing world, many brands in Hong Kong have unveiled heartwarming mooncake campaigns to celebrate the time of reunions. Renowned bakeries, hotels and even luxury brands curate and present their unique mooncake collections, with some going beyond the traditional flavours, incorporating unique branding elements, artistic designs and premium packaging. This practice has showcased the creativity and craftsmanship of local businesses.
Let’s go through some of the outstanding mooncake campaigns created by brands in Hong Kong MARKETING-INTERACTIVE has rounded up this Mid-Autumn Festival.
Regal Hotels has collaborated with TEA CHÂTEAU, a tea capsule brand under health company Vita Green Health Products, to unveil two mooncake and tea gift sets this Mid-Autumn Festival. The collaboration aims to encourage consumers to embark on a wellness journey that combines the art of mooncake making with the lingering notes of tea.
The two gift sets come in Crescent Edition and Moonlit Edition. The Crescent Edition gift set includes six of the mini egg custard mooncakes paired with the hand-picked TEA CHÂTEAU flavours of Chenpi Pu’er (陳皮普洱), Chrysanthemum Pu’er (菊花普洱) and Osmanthus Oolong (桂花烏龍), including 10 tea capsules each. Meanwhile, the Moonlit Edition set further enhances the experience by adding a TEA CHÂTEAU tea machine.
Cantonese restaurant group Lei Garden has joined hands with Scotch whisky brand Johnnie Walker to create a premium mooncake gift set that infuses the flavour of whisky into it. The mooncake set features the restaurant’s mini lava spirulina lotus seed paste mooncakes, paired with a bottle of Johnnie Walker Blue Label. The collection aims to offer a harmonious blend of the smooth spirulina lotus paste against the rich texture of the whiskey.
NOC Coffee Co.
NOC Coffee Co. has unveiled a "Not Only Coffee" gift set that is filled with caffeinated delights instead of mooncakes, aiming to curate a “brew-tiful” moment for the season of reunion.
Inspired by the brand philosophy of "Not Only Coffee", the gift set consists of Full Moon Blend Drip Bags, a caffeinated mug and specialty instant coffee. In fact, the gift set is not just a gift box filled with caffeinated delights. It is also an essential item for your festive celebrations. The gift box sleeve can be transformed into an enchanting DIY "Rabbit Lantern," adding a playful touch to its practicality.
NOC Coffee's spokesperson told MARKETING-INTERACTIVE that through the launch of the gift box, the brand aims to spend a wonderful Mid-Autumn Festival with coffee-loving friends, strengthening everyone's impression of the brand with products that are both beautiful and practical, to spread the message that NOC is "more than just coffee". "For example, the envelope of the gift box can be transformed into a 'Jade Rabbit and Horse Lantern'. Adding playfulness to practicality is a reflection of our philosophy."
Rosewood Hong Kong
Rosewood Hong Kong has partnered with Hong Kong Palace Museum (HKPM) to launch the “full moon— past: present: future” limited-edition mooncake gift box, in celebration of the Mid-Autumn Festival this year. The collaboration comes as two brands have a shared passion for promoting the inheritance of traditional and contemporary Chinese art and culture.
Another mountain man (又一山人), artistic director of “The Quest for Originality: Contemporary Design and Traditional Craft in Dialogue” (器惟求新 — 當代設計對話古代工藝) in Gallery 5 of the HKPM, has partnered with local visual artist Victor Wong and the world’s first artificial intelligence ink painter, AI Gemini, to leverage technology to create dialogues across time and space to reimagine the harvest moon through modern ink painting.
Hang Heung Cake Shop
Hang Heung Cake Shop (恆香老餅家), a Hong Kong traditional bakery that was established in 1920, has collaborated with Japanese manga series Crayon Shin-chan (蠟筆小新) to launch a variety of Mid-Autumn Festival products.
While the gift set contains mooncakes and signature pastry from the bakery, the packaging is transformed into a jewellery box. The gift set also comes with an array of Crayon Shin-chan merchandise including keychains, carrier bags and luggage straps.
Hung's Food Group
Hung's Food Group has expanded the reach of Maria's mooncakes by teaming up with Circle K Convenience Stores (HK), aiming to preserve the rich heritage and authentic flavours while introducing Maria's to new and diverse consumers.
The first-ever partnership marks Hung's Food Group's commitment to creativity, convenience and cultivating new customers. Incorporating the very essence of Hong Kong, the special edition collection comprises mooncakes of genuine authentic tastes, including custard and pineapple, chocolate and hojicha.
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