The Moon festival is taking place this weekend September 10th. The Moon festival, mostly known as the Mid-Autumn festival and Mooncake festival, is one of the biggest holidays in China!
With this said, if you are a marketer operating in China, this festival is also important for you!
Mid-Autumn Festival is well known for its Mooncakes. During the festival, people buy mooncakes as gifts to family, colleagues, partners, clients, and friends. This is something that brands have picked up over the years. Brands take the chance to market the finest and most creative gift boxes with innovative mooncakes flavors!
In this insight, NBH will give you a brief introduction to the Mid-Autumn Festival. Why -and how is it celebrated, and most importantly, how do brands market their Mooncakes 2022?
Here is a sneak peek of our Mooncake gift box 2022.
The celebration of Mid-Autumn Festival
The festival has a history of over 3000 years and has therefore many meanings and mythic stories. It is celebrated on the 15th of the 8th lunar month after the Chinese lunar calendar. The festival’s custom is to worship the moon and thank it for the harvest.
Today, the holiday is known for gatherings with family, having dinner, welcoming the autumn, and eating mooncakes!
This year the festival falls on the 10th of September and is celebrated until the 12th of September.
How does brands “celebrate” the Mid-Autumn Festival?
Mooncakes and various decorations can be found in the shopping windows, weeks before the festival! The mooncake has truly become the symbol of this holiday, and brands almost compete to make the most creative mooncake gift boxes.
NBH has dived into how global brands have chosen to market their mooncakes this year 2022!
Looking into social media -and eCommerce platforms the feed is full of gift boxes, mooncake tutorials, pictures, and mooncake hauls.
NBH gives you a few examples:
Dior, did a comeback this year by doing a spectacular mooncake box with different flavors. Here is a post taken from the lifestyle platform Little Red Book, read our Little Red Book guide here.
- Mercedes Benz
Scrolling on social media, the box from Gucci is seen a lot. Their box sure is something extra, check in this video:
Video showing the Gucci Mooncake box of 2022
Looking up to the brands in the north of Europe. The Swedish food supplier Oatly, thinking outside the box by making this playful box.
Mooncake box is also a very common way to show gratefulness to colleagues, partners, and clients. For our clients in China, we at NBH created this box.
The Mid-Autumn festival is really a good opportunity to create relationships with your followers, clients, and customers. The Mooncake gift has really no limits to creativity and tells the story of your brand.
How does your brand adapt to China’s Cultural festivals?
NBH has years of expertise in working with digital marketing in China. Our expertise is available in both Europe and China. Read more about our services here.
Depending on your industry and audience we adapt your marketing to the right platforms.