Mid-Autumn Festival, held this year on 4 October, is all about moon worship: recounting the traditional tale of Chang’e, the goddess of the moon, while eating the festival’s most important symbol – mooncakes.
This autumn tradition has been celebrated in China since the Shang dynasty (1600-1046 BC). Fast-forward to 1987, HONG KONG MX MOONCAKES arrived on the scene. It’s been part of Hong Kong’s mooncake heritage for more than 30 years, and its locally baked mooncakes are some of the most desired. HONG KONG MX MOONCAKES has been the number one seller for 19 consecutive years, according to the Nielsen Research Report 1998-2016 Hong Kong.
The most traditional type of mooncake in southern China consists of a dense crust filled with lotus seed paste and a salted egg yolk in the centre. More decadent ones have several egg yolks. HONG KONG MX traditional mooncakes is always innovating, and over the past few decades different iterations have appeared. These include snowy mooncakes featuring gelatinous skins and lighter fillings and in recent years, mooncakes with custard fillings.
In 2014, the brand introduced the MX Lava Egg Custard Mooncake, a new evolution of the egg custard mooncake. These feature a velvety, molten egg yolk filling that spills out of the centre when cut open. Using the same creamy texture for the centre filling, the MX Lava Egg Yolk with White Lotus Seed Paste Mooncake appeared in 2016. Combining the unique Lava technique and white lotus seed paste, this item is at once traditional yet modern.
A new craze was born. Shop shelves were emptied of the Lava products.
This year, the MX Egg Custard and Lava Mooncake series have new packaging: a sophisticated box with gold-foil embossing. It’s a new design to make an elegant gift.
This year’s hottest item will be the MX Delicate Trio Mooncake gift set, which contains two Lava Custard Mooncakes, two Lava Egg Yolk with White Lotus Seed Paste Mooncakes and two Egg Custard Mooncakes. Finally, the new MX Custard Duet Mooncake will be launched exclusively online for Hong Kong and mainland China customers.
But there are other choices too – and with so many varieties, how do you choose the right kind for yourself – or a loved one? We match your personality type to a mooncake so you can savour the perfect Mid-Autumn Festival taste.
Perfect if you are: A mooncake purist
HONG KONG MX MOONCAKES’ traditional collection – including HONG KONG MX White Lotus Seed Paste Mooncake with 2 Egg Yolks and Lotus Seed Paste Mooncake with 2 Egg Yolks – features classic mooncake fillings: premium salted egg yolks and fragrant, rich lotus seed paste, encased in flaky golden pastry.
Traditionalists will love the fact they’re made in Hong Kong, using only the finest ingredients including lotus seeds from Xiangtan, in China’s Hunan province; ground twice for a smooth, creamy texture.
The Lava Custard fan
Perfect if you are: A fan of East-meets-West fusions
Following its traditional versions, HONG KONG MX MOONCAKES launched ever more inventive variations – such as the HONG KONG MX Lava Custard Mooncake, featuring a sweet egg custard filling with crushed salted egg yolk and a lightly flavoured crust.
This creation is made using a unique double-bake recipe, which creates the aromatic flavours and the thin, crispy texture of the bestselling mooncakes. The mooncake box’s elegant packaging makes for the ultimate gift.
The superhero fan
Perfect if you are: A Marvel fan
This year, fans of Marvel superheroes can enjoy a new kind of mooncake in HONG KONG MX MOONCAKES’ Character series. Both the Spider-Man Egg Custard Mooncake and the Iron Man Green Tea & Red Bean Mooncake are made with special moulds and come in cool collectable tins.
Perfect if you are: Fashionable and environmentally friendly
Since 2014, customers have been able to purchase HONG KONG MX MOONCAKES in special biodegradable boxes which are made from bagasse, the pulpy fibres left over from making sugarcane juice.
This year, the new eco-friendly packaging for HONG KONG MX White Lotus Seed Paste Mooncake with 2 Egg Yolks has been refreshed with illustrations from CATXMAN, a local fashion label founded by Hong Kong Cantopop singer Pakho Chau.
Perfect if you are: An open-minded mooncake eater
HONG KONG MX MOONCAKES is known for its innovative variations on the traditional mooncake, launching the HONG KONG MX SNOWY mooncake (main image) in 2003.
Featuring natural fruit purée fillings in a chewy, glutinous rice casing, the HONG KONG MX SNOWY mooncake is now a firm favourite during Mid-Autumn Festival. Fans will love the refreshing summer fruit flavours and melt-in-the-mouth texture.
This content has been produced in association with HONG KONG MX MOONCAKES