The increasing importance of the Mid-Autumn Festival for brands in China 

The increasing importance of the Mid-Autumn Festival for brands in China 

The Mid-Autumn Festival or Mooncake Festival has a long history in China. This festival dates back 3,000 years and began with the custom of Chinese emperors to worship the moon during the Zhou Dynasty. Nowadays, it is a Chinese public holiday and one of the most important festivals in China. The Mid-Autumn Festival is about the reunion of families, comparable perhaps to the Thanksgiving. During this festival, people gather for incredibly sumptuous dinners, worship the moon, light paper lanterns and eat moon cakes. Not only for families, but also for brands, this festival is an opportunity to connect with their customers.

A phenomenon we are seeing more and more in China is the reverse celebration. Due to work pressures and the increasing desire of Chinese parents to travel, instead of the whole family gathering in their hometown, parents are travelling to the city where their children live. And we all agree that after the challenges COVID -19 has brought us, it makes all the more sense to spend time with family. 

A family reunion is also the theme that many brands focus on in their campaigns during this holiday. They use this opportunity to thank their customers and their team. Connecting with the audience in innovative ways is also an important part of the celebration. Animated videos with brand mascots, influencer involvement, and the use of holiday symbols and themes are great ideas to increase visibility. Take Hennessey, for example, the world-renowned cognac that launched a major campaign to celebrate Mid-Autumn by releasing two limited edition packs and creating a campaign video featuring a family reunion, parties among friends, and a couple sharing their appreciation of the moon. 

At Tolmao Group, our main goal is to create meaningful and uniquely designed campaigns by designing special packages and personalised products for various brands so that our clients can show their appreciation to their employees and customers. 

Thank you to all of the brands who chose us as a trusted partner in designing all of their Mid-Autumn Festival campaigns this year! We look forward to the next Mid-Autumn Festival and the next campaigns!

For more information about our services, please visit our website at tolmaogroup.com

china marketing agency
china marketing agency
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