‘Luxury’ mooncakes are all the rage in China

Giorgio Armani's mooncakes comes in an elegant leather padded box. Source: Becky Li/Jing Daily

THE Mid-Autumn Festival is approaching us, which means that mooncake sales are in full swing. Mooncakes are traditionally gifted and eaten this time of year, and many stores and restaurants jump on the bandwagon by stocking their shelves with the paste-filled cakes.

However, this year, mooncakes are seeing an upgrade with luxury brands offering elaborately-designed mooncake gift sets packaged in curated gift boxes. According to Jing Daily, style icons and influencers have begun promoting the ‘luxury’ mooncakes on social media.

Louis Vuitton, for instance, packs their mooncakes in an elegant multi-tier jewelry case-inspired box with the brand’s logo emblazoned across the top; the box opens to a series of drawers, each containing a dainty cake.

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Armani’s mooncakes are packaged in a box shaped like a traditional Kjeldsen’s butter cookie tin, but made entirely of leather and fashioned like an ’80s vanity box. Kenzo blew it out of the water with a wooden box attached with a sliding lid to symbolize the brand’s Japanese roots.

Renowned jewelry brand Tiffany & Co also introduced a special mooncake box modelled after its signature blue jewelry box complete with a lock and tiny Tiffany silver key.

It’s not just luxury brands taking advantage of the Mid-Autumn Festival to display their mooncake creations; luxury hotels too often create customized elegant boxes and creative mooncake flavors that make for great gifts.

For instance, Mandarin Oriental, Kuala Lumpur is offering mooncakes in flavors such as hazelnut chocolate and oolong, durian, mango and melon seed, yam and apricot, and caramelized white chocolate with sea salt caramel.

Traditionally, mooncakes are filled with sweet lotus paste, egg yolk, or red bean paste before baked till a golden brown.