A FULL CIRCLE OF LEARNING
The Autumn Moon Festival, like every Chinese festival, has 3 important components – food, family, and tradition.
This 3,000-year-old harvest festival honours the full moon, a symbol of reunion of family, of love, prosperity, fertility, and hope. As families gather for the reunion dinner, on the 15th day of the eighth month of the Chinese calendar, they give thanks for each other, their bountiful blessings, moon gaze, light lanterns, and recount traditional folklore where Chang’e the Moon Goddess and the Jade Rabbit come alive in the mystical shadows of the moon glow.
Which brings us to food, specifically, to a much-loved Moon Festival favourite – mooncakes! Round and delicious, they come in many fillings. Traditional centers are the much-loved salted egg yolk, red bean, lotus seed paste and green tea, and today you can find many new experimental fillings, even ice cream. Some are stamped with the flavour or with blessings. Mooncakes are sliced, shared, and enjoyed.
Chinese Canadians are tightly knit as a community and families believe strongly in passing down their traditions to the next generation even as they acculturate. Brands can leverage traditional celebratory elements and values, into festive communication, to resonate with their customers.