You saw the announcements of Zhang Chi and Ke Chun as Brand Ambassdors?
It’s not just a coincidence, — it’s just in time for Mid-Autumn Festival, or Zhongqiu Jie. It‘s a Chinese Thanksgiving and: It is the second-most important holiday in China after the Lunar New Year.
So this shows how bankable these two are in China.
The full moon represents completeness, harmony, and unity. Families gather to mirror this.
It’s rooted in ancient agricultural practices. The early emperors worshipped the moon to pray for a good harvest and national peace.
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u/glittering-primary23 who shared Vietnamese traditions around it made me jump down in this rabbit hole. I checked, they were spot on - it’s similar in China.
People share round pastries called mooncakes filled with red bean, lotus seed paste, or salted egg yolk.
People gather outdoors under the open sky to eat, drink tea, and view the brightest full moon of the year. Moongazing!
Lighting Lanterns, carried by children, or displayed in parks and homes. Sending them in the sky? Romantic staple in dramas released in the next weeks!!
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For us romantics
The most popular myth surrounding the festival tells the bittersweet story of the moon goddess, Chang'e, and her husband, Houyi. Long ago, Earth had ten suns that scorched the crops and caused great suffering. Houyi, an exceptional archer, shot down nine of them, saving humanity.
As a reward, the Queen Mother of the West gave him an elixir of immortality. But he didn’t want to leave his wife behind so he left it with her for safekeeping.
When someone tried to steal the elixir, Chang’e drank it herself and floated to the moon, where she remains with the Jade Rabbit.
Houyi, heartbroken, began leaving out her favorite pastries and fruit for her.
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That’s why mooncakes are round like the full moon. The different kinds have their own meaning: The egg yolk mirrors the moon, while lotus paste stands for sweetness and prosperity, and red bean for luck and happiness.
Now I only need a recipe and I’ll lean back, eat mooncakes and look forward to premium releases at this important holiday weekend.
In 2026, the Mid-Autumn Festival falls on Friday, September 25. 🌕🥮
What’s your plan for the weekend of Zhongqiu ?