Morphing Mooncake Madness
As Mid-Autumn Moon Festival (中秋节) approaches (this year it’s September 30th), there is a lot of mooncake buying going on in Shanghai. It’s still a tradition to buy mooncakes (月饼), and although some people like them, a lot of the mooncake purchases are for clients, employees, etc. But exactly what the mooncakes are is changing quite a bit, and some of the new forms (like Haagen Dazs’s) have a bit more hope of appealing to younger palates. The traditional recipes are getting cast by the wayside more and more, it seems, as modern corporations muscle in on the holiday market.
Over the past month, I’ve taken various snapshots of the current state of mooncake commercialism.
Just to be clear, we can see the type of traditional mooncake that young Chinese people don’t like much anymore in this Christine ad:
The demand is still fairly strong, and there have been mooncake lines going around Shanghai’s Jing’an Temple for at least a month. But you’ll notice that most of the people buying them are middle-aged or older.
Here’s a Hong Kong mooncake trying to do a more modern take:
Haagen Dazs seems to be championing the idea, “if people are going to keep buying mooncakes, let’s give them tasty, pricey alternatives.” And it’s the most visible “traditional mooncake alternative” this year:
I’m really expecting traditional mooncakes to become something of a rarity over the next 20 years.