Moon Festival - Tips for marketers

The moon appears roundest and brightest on the 15th day of the 8th lunar month, which occurs this year on the 27th of September 2015. For Aussies, September is when Spring starts. For Chinese and Vietnamese, it is the Mid-Autumn Moon Festival, or Reunion Festival, when families reunite to watch the full moon and eat moon cakes.

Now will be a good time for some businesses to market their companies' goods and services and have a presence in local Moon Festival events.

Gifts to customers and business acquaintances

If you know any Chinese or Vietnamese who celebrate the Moon Festival, this is the time of year when they give each other moon cakes and round fruit, as a wish for prosperity, happiness, and a long life.

Why give round fruit? Because the moon is round, and because whole round fruit – such as melons, oranges, and pomelos – symbolize family unity; we all want our families to stay large, whole, and uncut. Oranges are highly popular because they are the colour of gold – clearly a symbol of a wish for prosperity; you can never go wrong in giving Asians large fresh oranges. Do not give anyone four oranges, because Asians consider four as the number of death; the best lucky numbers are eight, two, nine, and six. Three and seven are also lucky

You may also give moon cakes, available from Asian bakeries and grocery stores. These can be a bit pricey, and some modern Asians think moon cakes are too sweet. A traditional moon cake is usually round (like the moon) and is filled with symbols of the moon or prosperity; for example, a hard-cooked egg yolk, or a large ball of yellow or black sugar or azuki bean paste. Some moon cakes are filled with diced fruits, nuts, and seeds. A few modern cooks have made moon cake cupcakes – again, with a moon-shaped filling – but this is not a widespread trend.

Moon Festival greeting cards are available from Asian stores in Chinatown. You can write a simple greeting, such as:

• Happy Mid-Autumn Festival! 
• Best wishes to you and your family for a happy Mid-Autumn Festival! 
• Wishing you and your family much happiness, success, and prosperity. 
• May your business prospects be as bright and full as the moon.

Participation in events

There are several Moon Festivals planned throughout the country, so check with your local Chinatown or city government. You may be able to set up a booth to sell your goods or services, and have a presence among the Asian community. Some events still have sponsorships available, but you should act quickly. Of course, if your business want to engage the Asian community, MMM is there to help.

Photo source: wikipedia