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Market still craves luxurious mooncakes

By Tian Ye and Li Huizi (China Daily)
Updated: 2006-10-05 08:34

History

In ancient China, the Mid-Autumn Festival marked the beginning of the harvest season. Traditionally, celebrants will sit around tables in their courtyards admiring the full moon and eating mooncakes.

The festival dates back to the early Tang Dynasty (AD 618-907) and is regarded by the Chinese as second in importance only to the Spring Festival, which heralds a new year in the Chinese lunar calendar.

It has also always been an occasion for presenting gifts to friends or relatives. The gifts can be as simple as handmade mooncakes or, as described in classic Chinese literature, goose feathers.

But in modern times, festival gifts have become more and more costly and can be used as bribes.

Silk, gold wrapping, wines, fine watches - all these are accessories that make traditional mooncakes stand out together with their unique and impressive packaging.

The price for such luxuries is high. Ordinary people still mark the occasion by presenting mooncakes to the elderly as tradition demands.

"We applaud the government's efforts to lower the price of mooncakes," a middle-aged woman told China Features at the Sogo department store. "Ordinary people like us buy mooncakes just for our families and friends. We don't need the complicated accessories in the box."

Director Wang of Guanshengyuan, a well-known dim sum brand, expected higher sales this year.

"We conformed strictly to the standards even before they came out in June. People buying our brand want mooncakes but not expensive packaging or accessories," he said.