Tags Archivesmid autumn

by Rachel Au (Originally published September 24, 2020, updated on September 15, 2024) An interesting sight appears every August in Hong Kong. Mooncake advertisements begin to line wall after wall at any given MTR train station, starring celebrities ranging from veteran comedian Eric Tsang to Japanese actress Alice Hirose. Such is the result of aggressive marketing campaigns by various Hong Kong bakeries, hoping to capture maximum market share during the sliver of time mooncakes are consumed – the Mid Autumn Festival. But what is the Mid Autumn Festival? Why do Chinese communities across the globe celebrate it with such enthusiasm? Here, we explore what the festival is and the legends behind it, each a story that has been passed down ...