Moonfestival 2020
The 2020 Mid-Autumn Festival in China was the first national celebration after the COVID-19 pandemic,and luxury brands were eager to leverage this national holiday by delivering specialties to their valued customers and business associates.
Jing Daily and Hypebeast aptly covered, as usual, the Moon Festival Campaign with some interesting considerations.
Compared to previous mooncake iterations, this year by far had the most opulent presentations with creative packaging and branded mooncakes.
Luxury brands showcased more thorough interpretations of Chinese culture and aesthetics this year on their package designs, while also incorporating aspects that resonated with younger customers’ appetite for newness.
There was almost no trace of the traditional tin cases typically used to store mooncakes, but instead, wood and fine paper boxes with metal hardware were used.
Regarding the mooncakes, the current trend in using smaller, bite sized pastries with fillings inspired by Western desserts, branded cake stamps and the traditional lotus seed paste and egg yolk were replaced by flavors like custard, matcha, and chocolate.
Some of Jing Daily’s (the leading digital publication luxury consumer trends in China) mentions include: Versace’s Medusa mooncake set that doubles as a jewelry box, Hermès’ Mid-Autumn table display lamp, Gucci’s “GG” incense censer, and Audemars Piguet large piano-finished display cabinet that doubles as a shadow puppet display.
Take a full look at this year’s best luxurious mooncakes for Mid-Autumn Festival at this link
