A time for family members and loved ones to reunite and share in the beauty of the full moon – an auspicious symbol of harmony, abundance and luck – Autumn Moon is one of the most important traditional events for the Asian community after Lunar New Year.
One popular version of the legend has it that the Goddess Chang’e levitated all the way to the moon when she overdosed on an elixir of life, originally intended for her husband who shot nine extra suns out of the sky with arrows. Her only companions on the lunar surface include a rabbit and a man condemned to tree-cutting.
Also referred to as Mid-Autumn Festival, Autumn Moon this year falls on 24 September, though celebrations typically last several days. The festival is not only celebrated in China, but in other parts of Asia such as South Korea, where it is referred to as Chuseok or Thanksgiving; Japan, where it goes by the name Tsukimi, literally meaning moon-viewing; and Vietnam, where the festival is known as Tết Trung Thu.
While celebrations vary by region, family reunions, special public performances and of course the consumption of mooncakes commonly feature. In Guangzhou, China, thousands of different shaped lanterns are lit, forming a fantastic contrast with the moonlight, while in Zhejiang Province people gather to watch the flood tide of the Qianting River. In Korea, families visit ancestral graves, watch folk dancing and eat songpyeon (rice cakes), and in Japan people eat round white dumplings made of rice called tsukimi dango.
Korean ‘songpyeon’ (rice cake) Source: RedEye
For those who aren’t able to physically be there to celebrate with their families, messaging apps such as WeChat and QQ are popular for sending e-greetings. As with every Chinese holiday, Autumn Moon brings with it an abundance of themed social media campaigns with brands recognising the opportunity to connect with Asian audiences at a time when they are receptive to marketing messages and consumption also peaks.
One such brand is the iconic Kate Spade NYC, who launched a WeChat game in which users virtually release a lantern, full of well wishes, into the sky. People could join in from all over the world to send messages to family and friends in place of a traditional greeting card. This was a novel and relevant way to encourage Chinese audiences to connect with their loved ones via a bespoke branded app.
Many brands also utilise the shape of the full moon in their seasonal promotions. Audi and BMW have done so in the past in their WeChat posts, in which one of Audi’s rings was replaced with a full moon, and BMW’s engine button did the same. Adapting their trademark logos and using only owned media channels was a clever and cost-effective way to send a goodwill message out to Chinese audiences during this key festive period.
Brand engagement isn’t only limited to digital and social activity during this period. High fashion houses including Fendi, Gucci and Armani have jumped on the marketing opportunity by crafting their own limited-edition mooncake gift-sets. The brands generated online buzz by sending the mooncakes to high-profile KOLs, who shared photos and brand mentions on social media.
Designer mooncakes Source: TrendHunter
What is the marketing opportunity?
Autumn Moon is widely celebrated by the Chinese and Asian diaspora in Australia. Chinese speakers alone make up over 836,000 potential customers, while there are 219,000 Vietnamese and 98,000 Koreans according to the latest Census figures.
A time of reunions and gift-giving, families often splurge on food and gifts, creating a great marketing opportunity to tap into increased consumer spending during this festival period.
Building brand credibility and awareness within the Asian market is particularly effective during auspicious periods. Many Asian cultures are highly connected and influenced by their traditions, culture and customs and a brand that embraces their culture and supports an ancient celebration such as Autumn Moon always creates a positive brand experience.
Autumn Moon is a great opportunity to launch new and exciting products and services, and promote these via a niche-targeted, culturally relevant, integrated communications campaign. With over 3 million users in Australia, WeChat is the perfect way to introduce your brand to the Chinese-speaking market. Whether it be influencer marketing, KOL advertorials or creative content marketing or paid banners and ads, leveraging WeChat’s omnipresence is key to successfully reaching Chinese audiences.
What is happening in Australia this year?
Tens of thousands of people attend Autumn Moon festivals in Australia. There is enormous potential for marketers to engage with these diaspora. Festival sponsorships, event activations and the launching of bespoke products work very well during this time.
Below is a roundup of festivals happening around the country this year to celebrate Autumn Moon.
Cabramatta Moon Festival Source: Fairfield Champion
NSW
Burwood Moon Festival
Date: 22/23 September 2018
Time: 10am – 4pm
Location: Burwood Park
Brief description: Lantern making, food and market stalls, stage performances, Lam Yoga workshop, petting farm, balloon twisting among other activities
Cabramatta Moon Festival
Date: 23 September 2018
Time: 9am – 8pm
Location: John St, Park Rd, Dutton Ln, Railway Pde and Arthur St, Cabramatta
Brief description: Food and market stalls, performances and fireworks
Rhodes Autumn Moon Festival
Date: TBC
Time: TBC
Location: Rhodes Town Square
Brief description: Dance performances, martial arts, traditional Chinese music performances
VIC
Box Hill Autumn Moon Festival
Organiser: Melbourne Taiwanese Chamber of Commerce
Date: 22 September 2018
Time: 10am – 5pm
Location: Market St & Main St, Box Hill
Brief description: 60 market stalls showcasing various cuisines, arts and crafts, cultural activities, mooncakes, lanterns and more
Harvest Moon Festival
Organiser: Bendigo Chinese Association
Date: 22 September 2018
Time: 4pm – 7pm
Location: Dai Gum San Precinct, 1-11 Bridge St, Bendigo
Brief description: Fun-filled event featuring performances from the Karen Buddhist Dhamma Dhutta Foundation, the BCA Plum Blossom Dancers and the BCA Lion Team
ACT
Canberra Autumn Moon Festival
Date: 21-23 September 2018
Time: 21 Sept 3pm – 10pm, 22 Sept 10am – 10pm, 23 Sept 10am – 4pm
Location: EPIC Exhibition Park Mitchell
Brief description: Shows, food, cosplay, entertainment
SA
Oz Asia Festival
Date: 25 October to 11 November 2018
Location: Riverlands Precinct, Elder Park, Adelaide
Brief description: Dance performances, martial arts, food and market stalls, exhibitions, conferences, lantern parades and workshops
QLD
Moon Lantern Festival
Date: 27 September 2018
Time: 12pm – 5pm
Location: Chinatown Mall, Duncan St, Fortitude Valley
Brief description: Market stalls, martial arts demonstrations, lion and dragon dances, puppetry performances, 3D lanterns, fire crackers and moon cakes
Main image source: Education China
Cabramatta Moon Festival Source: Fairfield Champion
NSW
Burwood Moon Festival
Date: 22/23 September 2018
Time: 10am – 4pm
Location: Burwood Park
Brief description: Lantern making, food and market stalls, stage performances, Lam Yoga workshop, petting farm, balloon twisting among other activities
Cabramatta Moon Festival
Date: 23 September 2018
Time: 9am – 8pm
Location: John St, Park Rd, Dutton Ln, Railway Pde and Arthur St, Cabramatta
Brief description: Food and market stalls, performances and fireworks
Rhodes Autumn Moon Festival
Date: TBC
Time: TBC
Location: Rhodes Town Square
Brief description: Dance performances, martial arts, traditional Chinese music performances
VIC
Box Hill Autumn Moon Festival
Organiser: Melbourne Taiwanese Chamber of Commerce
Date: 22 September 2018
Time: 10am – 5pm
Location: Market St & Main St, Box Hill
Brief description: 60 market stalls showcasing various cuisines, arts and crafts, cultural activities, mooncakes, lanterns and more
Harvest Moon Festival
Organiser: Bendigo Chinese Association
Date: 22 September 2018
Time: 4pm – 7pm
Location: Dai Gum San Precinct, 1-11 Bridge St, Bendigo
Brief description: Fun-filled event featuring performances from the Karen Buddhist Dhamma Dhutta Foundation, the BCA Plum Blossom Dancers and the BCA Lion Team
ACT
Canberra Autumn Moon Festival
Date: 21-23 September 2018
Time: 21 Sept 3pm – 10pm, 22 Sept 10am – 10pm, 23 Sept 10am – 4pm
Location: EPIC Exhibition Park Mitchell
Brief description: Shows, food, cosplay, entertainment
SA
Oz Asia Festival
Date: 25 October to 11 November 2018
Location: Riverlands Precinct, Elder Park, Adelaide
Brief description: Dance performances, martial arts, food and market stalls, exhibitions, conferences, lantern parades and workshops
QLD
Moon Lantern Festival
Date: 27 September 2018
Time: 12pm – 5pm
Location: Chinatown Mall, Duncan St, Fortitude Valley
Brief description: Market stalls, martial arts demonstrations, lion and dragon dances, puppetry performances, 3D lanterns, fire crackers and moon cakes
Main image source: Education China