Where to buy Gucci mooncakes for the Chinese Mid-Autumn festival 2021?

Mafalda Costa September 20, 2021
Photo by Chukrut Budrul/SOPA Images/LightRocket via Getty Images

Where to buy Gucci mooncakes for the Chinese Mid-Autumn festival 2021? With the Mid-Autumn Festival just around the corner, many Western luxury brands have spent the last few days sending out their take on the 3000-year-old mooncakes tradition.

Photo by Chukrut Budrul/SOPA Images/LightRocket via Getty Images

Designer mooncakes to die for

With the Mid-Autumn Festival just around the corner, many Western luxury brands have spent the last few days sending out their take on the 3000-year-old mooncakes tradition.

Demand for the most extravagant mooncakes, which are often given as gifts, has become even more intense since the start of the Covid-19 pandemic, as people seek comfort in tradition.

According to Hype Beats, branded cake stamps and creative packaging have been widely adopted from the majority of brands.

There’s also a current trend in using smaller, bite-sized mooncakes with fillings inspired by Western dessert.

Instead of lotus seed paste and egg yolk, flavours like custard, matcha, and chocolate have taken over.

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This year has also had the most opulent presentation by far.

Traditional tin cases typically used to store mooncakes were replaced by wood and fine paper boxes, with actual metal hardware.

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Gucci: a one-way ticket to the moon

Gucci mooncakes are as high-class as you’d imagine, with this year’s take featuring its own music box. And guess what? It plays Sinatra’s iconic hit Fly Me To The Moon.

Similarly to last year’s, Gucci 2021 mooncakes pay tribute to Chinese traditions.

The central piece of the designer music box is a three-dimensional hare, that spins around in a typical ballerina-like fashion.

The box comes in lavish mustard yellow and velvety green. The mooncakes star the brand’s logo and come involved in individual sets of plastic.

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Overall, Gucci’s Mid-Autumn Festival gift box showcases a well-balanced interpretation of modern Chinese consumer preferences, as well as the house’s thorough and extensive knowledge of Chinese traditional culture.

If you wish to have a taste of Gucci mooncakes – at least until the real thing is out for us common folk – you can order a small box here.

A 3000-year-old tradition

Entwined with the Chinese legend of Chang’e, goddess of the moon, the Mid-Autumn festival follows the Chinese lunisolar calendar, falling on the 15th day of the eighth month.

This year, the Mid-Autumn Festival is Tuesday, 21 September.

Several countries in East Asia celebrate the Mid-Autumn Festival.

According to az central, families in China and Vietnam mark the occasion by carrying brightly lit lanterns and eating mooncakes together.

The round shape symbolizes reunion, though mooncakes can come in square shapes. The whole, salted egg yolk in the middle of the cakes symbolizes the full moon.

It’s tradition to give the sweets as presents to family, friends and coworkers – though the piling-up of extravagantly packaged mooncakes has given the treats the reputation of being the “fruitcake of China.”

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According to Vogue Hong Kong, some of the brands to keep an eye on for 2021’s Chinese Mid-Autumn festival are Dalloyau, Ali Oli x OH! You Made My Day and Man Ho.

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Mafalda Costa is a second year BA Journalism student originally from Portugal. Her main passions if life are music, arts and culture, while she's particularly knowledgable on cinema and anime.