Starbucks’ latest ‘Full Moon, Full Circle’ mooncakes

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Golden hot stamping lines decorate the off-white gift boxes of a fabric texture, depicting a full moon, festive lanterns, osmanthus branches, folding fans and mermaids. This combination of Eastern and Western cultures is a prominent feature of Starbucks mooncake series this year.

With the Mid-Autumn Festival less than 20 days away, Starbucks in China recently released its brand-new boxed mooncake series “Full Moon, Full Circle,” with the Chinese characters “一切都好” (meaning “Everything is All Right”) printed on the box as well. 

Mooncakes, an indispensable treat for the Mid-Autumn in China, have always been a focus of competition for mooncake bakers to win customers through innovative flavors and exquisite packaging. Therefore, it is little wonder that even a leading foreign coffeehouse chain has also jumped on the mooncake innovation bandwagon.

This year’s Mid-Autumn Festival falls on the National Day of Oct. 1, an occasion of double festivity for family reunions and friend gatherings, especially after the long lockdown and separation due to the COVID-19. The theme of “Everything is All Right” provides a nice touch of warmth and comfort to the festival.

This new series offers six flavors, namely black pepper-flavored bacon, cheese white truffle, sea salt espresso coffee, jujube with mixed nuts, osmanthus cranberry, and light lime cheese and lava custard.

Customers can choose from three types of gift boxes with varied flavor combinations and the number of mooncakes, thus being at different prices. 

Eco-friendliness also is feature. Every gift box is wrapped with recycled fabric of a silk texture. This material is made from the recycled PET, aka rPET, certified by the Global Recycle Standard (GRS). 

To put it simply, this material originates from the recycled beverage bottles and Starbucks plastic cups. The gift boxes also have Forest Stewardship Council (FSC) certification, indicating that the boxes come from responsibly managed forests that provide environmental, social and economic benefits.

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