Tradition Meets Innovation

As each year passes, the Mid-Autumn Festival market sees attractive packaging and interesting moulds as key selling points. But how significant is this in the mooncake market? It’s a debate between packaging and flavour as bakers strive to sell their products.

The modern twist on mooncakes and their packaging

Celebrating and worshipping the Goddess Chang E and the moon during the Mid-Autumn Festival is a tradition that dates back to ancient China. While the festival’s traditions may evolve over time and through modernity, the symbols of family reunion and the gifting of mooncakes remain consistent.

Today, gifting mooncakes has expanded beyond families to include friends, colleagues, and business partners. This practice is not merely a formality but also a way to express gratitude and appreciation.

Over the years, mooncakes have evolved from their traditional baked-skin variety filled with sweet paste to contemporary versions like snowskin mooncakes and jelly mooncakes. However, it isn’t just the sweet cultural pastry that has undergone transformation; the packaging has evolved as well.

In the past, mooncakes were typically packaged in either plastic or paper boxes, which, while functional, lacked aesthetic appeal. Today, mooncakes are still appreciated in their traditional form, especially by the older generation and those who value traditional art.

Photo: Angie Homemade

With the advent of accessible printing and design, creative arts became an integral part of the festival. Paper boxes began to feature designs of rabbits and the moon goddess. For a more luxurious touch, intricate hand-painted artwork or embroidery on silk and brocade was used for mooncake packaging.

Over the decades, mooncake packaging has continued to evolve, with modern boxes now adorned with ribbons and pop-out ornaments. Some companies and bakeries have also adopted tin boxes for their durability and sturdiness compared to traditional paper boxes.

But what influence do these packages have on the purchase of mooncakes?

As someone who receives mooncakes as gifts rather than eating them myself, I focus on the packaging, in addition to the quality of the mooncake. To me, both the packaging and the mooncake’s attractiveness and taste are key factors in choosing a brand or bakery.

Photo: JT Dessert

Packaging: As important as the goodies

Sharing insights about her baking business, Angie Ng notes that the industry experiences a boom every festive season. To stand out from the competition, she ensures her packaging is distinctive.

“Customers typically examine the packaging or gift boxes first. Good packaging reflects generosity and nobility. I also make sure the boxes are versatile, so they can be gifted to elders, relatives, and friends,” said the owner of Angie’s Homemade.

Choosing her packaging based on the festival, she ensures that each box is both appealing and attractive.

“In this modern era, whether it’s mooncakes or other types of food, people usually look at the packaging first to see if it’s attractive. I also believe it must be hygienic.”

Echoing this sentiment, JT Dessert, established in 2022 by Julius Ting and Ephraim Chong, explains that packaging is critical for several reasons:

• First Impressions: Attractive packaging creates a positive first impression and can make a product stand out on the shelf. For mooncakes, which are often associated with cultural and festive occasions, elegant and thoughtful packaging can enhance their perceived value.
• Brand Image: Packaging helps communicate the brand’s image and values. High-quality, unique packaging can strengthen brand identity and appeal to consumers looking for premium or artisanal products.
• Gift Appeal: Mooncakes are traditionally given as gifts, especially during the Mid-Autumn Festival. Beautiful packaging adds to the gift’s appeal, making it more likely to be chosen for gifting purposes.
• Preservation: Good packaging also ensures the product remains fresh and protected during transport and handling, which is crucial for maintaining quality.

“In the market, you can observe that many brands invest heavily in packaging design. For example, some mooncake brands use intricate designs, luxurious materials, and limited-edition boxes to attract consumers. These efforts reflect the importance of packaging in enhancing the overall product experience and boosting sales,” they told Sarawak Tribune.

Elaborating further, Angel Ng of Angel’s Homemade, who has been selling mooncakes for five years, explains that while the quality and taste of mooncakes are important, packaging plays a vital role in selling and promoting them.

Photo: Angel’s Homemade

Focusing her packaging on cultural elements related to the Mid-Autumn Festival, Angel also emphasises the quality of the materials used. While providing high-quality packaging, she ensures that her pricing remains affordable.

“In my opinion, packaging plays a crucial role in selling. Customers are drawn to the first impression presented in the market, and repeat purchases come when they experience the final product — the mooncake itself,” she added.

Meanwhile, Michelle Lee from Michelle’s Kitchen noted that, in her four years of selling mooncakes, she has realised that children and teenagers prefer packaging with cartoons.

“People of a mature age tend to choose classic mooncake boxes, while the older generation prefers red packaging, as red symbolises luck in Chinese culture,” she said.

Flavours or packaging?

Sharing her experiences with purchasing mooncakes during the Mid-Autumn Festival, Niko Poh said she buys them both for her own consumption and to gift to friends and family. However, she does not stick to one baker each year; instead, she explores different options for good flavours or special varieties with attractive packaging.

“I appreciate attractive packaging because it looks beautiful to give to others. I also love collecting those beautiful boxes!” said the 28-year-old.

She feels excitement and happiness whenever she sees nice mooncake packaging, “so the first thing I do is admire the packaging.”

As for Carol Woon, buying mooncakes is synonymous with delving into the traditions of the festival, albeit she does it with a modern twist. To her, there is something inherently comforting about enjoying a slice of mooncake with a cup of tea alongside family.

Sharing further, Woon revealed that she would return to her regular baker to purchase mooncakes for her own personal consumption as she prefers consistency in taste and quality. However, when purchasing for others, she would explore different bakers based on recommendations, as it is an opportunity to try something new while selecting thoughtful gifts.

“Flavour is paramount for me. I gravitate towards traditional mooncakes that don’t rely on elaborate moulds or trendy ingredients like chocolate, matcha, or mocha. My preference lies with flaky pastry skins filled with lotus paste, often wrapped in simple baking paper and red outer paper packaging, typically packaged in a long roll.”

She added that price and packaging are secondary concerns.

“I’m willing to pay for quality. When it comes to packaging, I prefer minimalistic and eco-friendly options.”

Elaborating on her eco-friendly choices, Woon said that she has become more conscious of sustainability in recent years, especially after realising that she would transfer mooncakes into a container.

“Working with children has made me more mindful of sustainability, as these are issues we often discuss. While I wouldn’t call myself an activist, I do strive to make responsible choices. Nevertheless, I still believe that appropriate presentation is important when giving mooncakes to others.”

As the modern era continues to evolve, culture and tradition have taken on new forms over the years. Although modernity has influenced many aspects, tradition remains ever-present. Similarly, mooncakes during the Mid-Autumn Festival reflect these changes, with each year bringing variations in moulds, flavours, and textures according to trends, as well as innovative and creative packaging.

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MOONCAKES OR THEIR BOXES?

At Mid-Autumn, families gather near,
A time of joy and festive cheer.
The mooncakes sit in rows of pride,
rich flavours suited for any appetite.

Red bean, linyun, nuts galore,
durian, yam, double egg, many more.
White, brown, coloured all baked with grace,
But is it just taste or the box we chase?

Days of plain cardboard container are gone,
No simple red box, those times forlorn.
New mooncake boxes are quite a sight,
Fancy, flashy, oh so bright!

Some have layers, drawers to hide,
a satin base where the treats reside.
Others boast a mirrored glow,
reflecting the cakes like a fancy show.

Carvings of dragons, phoenixes too,
paper, wooden, some in plastic hue.
With handles strong, they solidly gleam,
Each box almost like a regal dream.

Hotels and malls have joined the race,
making each offering an artist’s work of grace.
Want a mooncake? Sure, that’s what you say,
But it’s the box that’ll steal your heart away!

Throughout the year, where do they go?
Stored on shelves or put on show?
Until next year, when you next receive,
more mooncake boxes, oh, who to give?

Decisions, decisions … which one to pick,
Mooncake or box? It’s quite a trick.
In the end, it’s all a treat …
Just don’t forget, you’re here to eat!

James S L Yong
(Sept 2024)

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