Mid-Autumn Festival, which falls on September 17 this year, remains one of the most significant celebrations on the Chinese calendar, where families traditionally gather to share meals and indulge in mooncakes. For years, luxury brands have capitalized on this festive tradition, crafting elaborate mooncake gift boxes that resonate with their Chinese clientele. The strategy has been largely successful, with these creations frequently shared on Chinese social media, symbolizing both creativity and exclusivity. However, after a decade of mooncake gifting and changing tastes, the question arises: Are these luxury offerings losing their allure? The relevance of gifting mooncakes Amber Wu, a seasoned China marketing consultant with over a decade of industry experience, highlights the enduring significance of gifting during major festivals like Chinese New Year (CNY) and the Mid-Autumn Festival. "Gifting remains a deeply rooted tradition in China, with limited or exclusive edition mooncakes holding particular relevance. These mooncakes transcend their role as mere food items, becoming symbols of cultural appreciation and a means of expressing respect and gratitude, especially in corporate gifting to clients," she says. Luxury brands have seized upon this cultural practice, offering high-end, artistically crafted mooncakes that imbue the gifting process with a sense of exclusivity and prestige. The Peninsula, for example, is renowned for its luxurious mooncake offerings, consistently sought after by consumers who value high-quality ingredients and exquisite presentation. Meanwhile the Bvlgari hotels in Beijing and Shanghai have introduced the Starry mooncake gift box, which draws design inspiration from the Rome’s Pantheon and Bvlgari’s iconic eight-pointed star motif, embodying the essence of Italian aesthetics. James Hebbert, Managing Director at digital agency Hylink UK, adds, "While the market for luxury brand mooncakes has become increasingly saturated, leading some consumers to experience a sense of novelty fatigue, mooncakes still symbolize the status and exclusivity desired by Chinese luxury consumers. These consumers prioritize exclusivity, brand prestige, innovation, and the aesthetics of luxury gifts." However, Miro Li, Founder of Double V Consulting, notes a shift in consumer sentiment. "Although luxury mooncake gift sets are still offered to VIP customers, they seem to be losing their allure among Chinese consumers. There’s a noticeable decline in discussions about these gifts on platforms like Little Red Book, as they no longer resonate as strongly as they once did," she says. Affinity and innovation Given the highly competitive nature of the mooncake gift set market, to attract luxury consumers' attention, Hebbert emphasizes three critical components of successful mooncake campaigns: premium ingredients, fine packaging, and storytelling. "These mooncakes are crafted with high-quality ingredients, often featuring exotic fillings. The packaging reflects the luxury brand’s style, blending traditional Chinese aesthetics with innovative materials. Storytelling plays a pivotal role in creating a cultural connection between the brand and consumers," he says. Tiffany’s mooncakes, for instance, are presented in pastel-colored boxes reminiscent of the brand’s iconic jewelry packaging, making them highly desirable gifts. This year, Tiffany's mooncake gift box features intricate engravings of a silver moon, Chinese floral patterns, and motifs from Tiffany’s jewelry collection, such as the brand’s iconic Bird on a Rock, recalling the high jewelry launch event the maison hosted in Shanghai this March. Inside, the box houses a Tiffany blue jewelry box adorned with the same pattern, along with four mooncakes in truffle and custard flavors. This limited-edition gift box cleverly merges brand elements with cultural motifs, offering a sophisticated and exclusive gifting experience. Meanwhile, Prada’s 2024 Mid-Autumn Festival gift box draws inspiration from the pink and green tones of the label’s Women’s Fall/Winter 2024 collection. The gift box’s upper layer features a wooden tangram puzzle, with Prada’s signature triangle forming various shapes of moon rabbits — an innovative reinterpretation of this traditional Chinese game symbolizing good fortune, showcasing a thoughtful and creative design. The lower layer contains six mooncakes, each imprinted with Prada’s classic triangular silhouette. Bottega Veneta mooncake gift set's 'Mikado Game Sticks' evoke timeless memories and make a perfect companion during the festive season. The wooden stick is handcrafted, featuring a colorful volcanic glaze inspired by Venetian artisanal ceramics — a craftsmanship also seen in the brand's scented candles and tray collections. As for the mooncakes, Italian Michelin chef Marco Erba has specially developed two exclusive flavors. And finally, McQueen’s mooncake offering stands out with its 100% stainless steel plate and packaging featuring the brand’s signature gray and fluorescent green colors. The mooncakes themselves are also fluorescent green, exuding a futuristic vibe. The unconventional use of stainless steel instead of the more commonly seen ceramic makes this gift box both unique and in line with the brand’s aesthetic. Chinese heritage and gift culture Li says that beyond mooncakes, luxury Mid-Autumn gifts such as bespoke tea sets and artisanal lanterns are gaining traction. "These gifts offer a more personalized touch and reflect a deeper cultural appreciation, making them stand out,” she says. “For example, this year, Hermès has introduced artisanal scarves and candles with Mid-Autumn rabbit and moon themes, providing consumers with unique and culturally meaningful alternatives to the usual offerings. Louis Vuitton released a set of Chinese traditional paper cuttings in rabbit shapes, celebrating Chinese intangible cultural heritage." Louis Vuitton’s 2024 Mid-Autumn Festival gift box captures the vibrant essence of Shaanxi and Northern Shaanxi paper cutting, engaging local artisans in preserving this intangible cultural heritage. The playful and contemporary presentation of ancient Northern Shaanxi "Zhuaji Moppet" and Xunyi color paper cuttings brings rustic charm and festive blessings to modern consumers. For three consecutive years, Louis Vuitton has been tapping China’s intangible cultural heritage to create unique mooncake gifts to lure its VIP consumers. The 2022 Louis Vuitton gift box drew on the art of rubbing, while 2023’s gift box was an elegant wooden chest, inspired by the Mid-Autumn tradition of composing poetry. Taking cues from the design of palace lanterns, for this Mid-Autumn Festival, Tod’s, in collaboration with friend of the house Wang Yuheng, presents the Three Rabbits Sharing Ears gift box. The box reveals three layers of gifts: mooncakes, exquisite coasters, and handcrafted porcelain cups. The Three Rabbits Sharing Ears motif, illuminated by the lantern’s light, symbolizes endless life and good fortune, making it a thoughtful and elegant gift. Meanwhile, Versace’s exquisite walnut Mid-Autumn gift box features the brand’s logo, engraved using traditional Chinese carving techniques. Inside, a jade jewelry box is adorned with Versace’s iconic Baroque patterns, making it a luxurious and culturally resonant offering. "Although mooncakes are synonymous with the Mid-Autumn Festival, China's rich heritage offers ample inspiration for traditional cultural gifts,” Hebbert says. “This year, Loewe has broken the mold by creating a bamboo spinning top and a traditional Go board game. Loyal consumers will likely appreciate this fresh take on festive gifting."
