Häagen-Dazs mooncakes celebrate community
Each year, Häagen-Dazs mooncakes take center stage at the Mid-Autumn Festival in China, a time of celebration and family reunion.
The holiday is celebrated on the 15th day of the eighth month in the Chinese lunar calendar (October 1 of this year). For 23 years, Häagen-Dazs has delighted consumers with its intricate designs, premium quality and fresh flavors.
After an unprecedented year, Häagen-Dazs is looking “beyond the mooncake” and leaning into what matters most during the Mid-Autumn Festival – connection and community.
“Especially in the eventful 2020, there is a lot more for us to think about and reflect on with respect to nature, to groups, and to individuals, and we have a better understanding of the importance of community,” says Kelly Fan, external relations manager, General Mills China.
This year’s mooncake designs are inspired by the unique work of master architect Antoni Gaudí.
“Master Gaudí was focused on one thing throughout his life: reproducing nature through architectural works,” says Fan. “He is a perfectionist, striving to produce the best works that can stand the test of time. His pursuit fits in with Häagen-Dazs’ passion for the art of food and obsession with quality.”
The designs balance beauty and power and western art with an eastern celebration, creating a unique experience for consumers.
“The partnership for this year’s Mid-Autumn Festival is exactly designed to build emotional ties with consumers in a more soul-provoking manner,” says James Chiu, vice president, managing director, General Mills China.
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