Telum Vox Pop: Modernising mooncakes: Innovation and tradition in Mid-Autumn pitching

As Mid-Autumn approaches each year, hospitality and F&B brands across Asia roll out their seasonal offerings, with mooncakes at the forefront. Whether it’s the decadence of the classic lotus seed paste or trendy flavours like strawberry matcha, these treats remain a signature symbol of the festival.

To explore the strategy behind mooncake marcomms, we spoke with comms specialists in Hong Kong's hospitality and F&B scene on brand alignment, audience fatigue, and pitching a fresh, decadent balance of tradition and modernisation in mooncake narratives.

How have PR efforts around the Mid-Autumn Festival evolved alongside public perception and observation of the tradition?

Shereen Jolly, Communications Director, GAJA
It’s moved from just selling a product to telling a story.

In a saturated market like Hong Kong, the Mid-Autumn Festival is a major gifting season. What stands out isn't the mooncake itself (though quality remains a key purchasing factor) but the narrative around it - the craftsmanship, the tradition, and the heritage. PR now taps into the deeper meaning of reunion, which resonates much more than a simple product push.

April Wong, Marketing Manager, Lady M Hong Kong
Over time, PR efforts surrounding the Mid-Autumn Festival have evolved to balance cultural appreciation with contemporary relevance. Traditionally, campaigns centred on symbolism, family reunions, and gifting, and highlighted the festival’s historical significance. As audiences became more diverse and socially conscious, strategies shifted towards more holistic, progressive approaches.

Today, campaigns go beyond merely reflecting contemporary values, such as product innovation, sustainability, and personalisation. They now also integrate traditional themes, like reunion and gratitude, with current social issues and individual experiences. This nuanced storytelling, along with influencer marketing, makes the festival - and brand - fresher and more relatable, particularly for younger audiences.

The move towards modern storytelling and utilisation of digital platforms and social media has propelled marcomms professionals to craft authentic, interactive narratives that can better resonate with diverse, global demographics.

What are your key strategies for preventing audience fatigue and keeping story pitches fresh year-on-year, especially with recurring seasonal products like mooncakes?

April: While seasonal products like mooncakes are traditionally associated with gifting, brands can strive to craft offerings that communicate their unique brand value and identity and appeal to broader audiences, including those seeking personal indulgence. Increasingly discerning and deliberate in their purchasing decisions, consumers value meaningful experiences and authentic narratives.

To stay relevant and fresh beyond mere commercialisation, brands can look to develop story-driven products that resonate and foster genuine audience engagement. Incorporating contemporary trends - such as health-conscious ingredients, sustainable packaging, and innovative fusion flavours - can further enhance appeal and make each year's campaign relevant, exciting, and aligned with evolving consumer preferences.

Shereen: We have to get creative. Collaborating with unexpected or like-minded brands, such as through mooncake pairings, can create a fresh buzz. Sustainability is also key; people are more conscious about gifting, so eco-friendly stories stick. Finally, focus on the experience, like mooncake making classes or reunion dinner promotions, to make the familiar feel new again.

In my work with a client, Saicho Sparkling Tea, we collaborated with Hong Kong restaurant, Duddell’s, to move beyond a traditional pairing. We centred the campaign on Saicho’s new osmanthus sparkling tea, launching it exclusively through Duddell’s mooncake gift sets ahead of its public release.

This was designed to create a sense of urgency and position the sparkling tea as a premium festive gift. We integrated this launch into Saicho’s wider global 'Art of Pairing' campaign, which featured Duddell’s Executive Chef, Chan Yau Leung, to create a Cantonese pairing menu featuring all of Saicho’s expressions throughout October.

Ultimately, we wanted to provide a timely Mid-Autumn hook, while extending into a longer-term culinary narrative focused on modern gatherings.

The F&B industry is driven by creativity. How can brand PR professionals deliver Mid-Autumn campaigns that showcase innovation while conveying cultural and traditional nuances?

April: With health consciousness a significant consideration for Hong Kong consumers, Mid-Autumn campaigns can benefit from exploring innovative flavours that cater to evolving preferences.

Incorporating modern twists - such as fusion mooncakes or contemporary packaging - while emphasising their roots in tradition can help create compelling narratives that balance innovation with cultural significance. Offering smaller, bite-sized versions can encourage tasting and experimentation, giving audiences a chance to enjoy various flavours.

Creative and novel approaches allow consumers to indulge in modern interpretations of traditional mooncakes, which remain a symbol of reunion and togetherness. For these seasonal products, marcomms campaigns can aim to balance innovation with cultural significance to create narratives that resonate deeply with audiences.

How can hospitality and F&B brands better integrate Mid-Autumn Festival messaging into their broader brand and narrative?

Shereen: Brands can use storytelling to fold the festival into their existing brand narrative rather than just bolting it on. The most effective way is to become a curator of the tradition.

Instead of just selling mooncakes, use them as a portal to the brand's world. The pitch isn’t “we have mooncakes”; it’s “experience how we celebrate reunion and heritage.” This frames the brand as the host of the celebration, deepening emotional connection far beyond a seasonal transaction.