The Mid-Autumn Festival, one of China’s most cherished traditions, symbolizes family reunion, togetherness, and the sharing of joy under the full moon. Beyond its cultural meaning, the festival has become a crucial marketing moment for luxury and lifestyle brands, as gifting is deeply embedded in the season’s rituals. For brands, creating memorable, culturally resonant, and visually appealing gift boxes offers a powerful way to strengthen connections with Chinese consumers.

Brand Takeaways:

Loewe x Tongrentang – in-depth collaboration in Chinese culture

Loewe’s collaboration with Tongrentang blended heritage with innovation, presenting handmade herbal incense and a black-and-green sandalwood holder that are both culturally rich and functional, making the gift box one of the highlights of this Mid-Autumn season.

  • Cross-Border Collaboration
    its collaboration with Tongrentang, it also amplifies the brand’s commitment to deeply engaging with the Chinese market and demonstrates its cultural understanding, while lending the partnership strong local credibility.
  • Immersive Experience
    Handcrafted herbal incense and ritual-inspired details offer a sensory journey of wellness and reunion.
  • Deep Roots in Chinese Culture
    The design carries a distinctly Chinese aesthetic: instead of overusing traditional Mid-Autumn symbols such as the moon phases or the jade rabbit, Loewe chose a palette of subtle, elegant tones that evoke a refined sense of Chinese style. This approach also highlights Loewe’s long-standing engagement with Chinese culture, drawing on its depth and richness to create meaningful and sophisticated expressions.

Versace | Bamboo Mid-Autumn Gift Box

Versace introduces a Mid-Autumn gift box that blends Italian luxury with traditional bamboo craftsmanship, turning festive rituals into a symbol of light, harmony, and hope.

  • Crafted Elegance
    Featuring a finely handwoven bamboo lantern engraved with the new Versace logo, combining modern design with artisanal detail.
  • Symbolic Craftsmanship

The bamboo lantern, engraved with the Versace logo, contains a circular candle symbolizing reunion and completeness. By merging traditional bamboo artistry with Versace’s iconic aesthetics, it embodies both cultural heritage and contemporary sophistication, while creating a warm and festive atmosphere.

Dior – Cultural Craftsmanship
Leveraging traditional Chinese shadow play (皮影戏), Dior created a gift box that blends Eastern artistry with the brand’s elegance, offering a unique cultural storytelling experience

Gucci – Aesthetic Utility
Gucci’s design combined creativity with functionality, presenting moon phase plates (月相盘) that are both visually striking and practical, making the box one of the most talked-about this season.

To Summer (观夏) – Local Resonance
To Summer draws on imagery deeply rooted in the Mid-Autumn Festival and in the Chinese cultural imagination of autumn — the moon, the jade rabbit, and the fragrance of osmanthus — weaving these elements together to create a strong emotional bond with consumers.

Chinese market