Reimagine Mooncake Ritual
A Interactive Design Study of Mooncake Packaging Innovation
L. Tu (TU Delft - Industrial Design Engineering)
Hendrik N.J. Schifferstein – Mentor (TU Delft - Form and Experience)
Sijia Wu – Graduation committee member (TU Delft - Responsible Marketing and Consumer Behavior)
More Info
expand_more
Other than for strictly personal use, it is not permitted to download, forward or distribute the text or part of it, without the consent of the author(s) and/or copyright holder(s), unless the work is under an open content license such as Creative Commons.
Abstract
This graduation thesis explores the possibility of reconnecting the young Chinese generation with the traditional Mid-Autumn festival ritual with an interactive mooncake packaging design. The mooncakes have been a long-standing classic Mid-Autumn festival food and a symbol of family unity; however, their role has significantly changed in the modern context. The project responds to the observation that many young Chinese are emotionally and physically distant from their families, culturally disconnected from traditional rituals, and highly selective in their consumer choices.
Research shows that this demographic focuses on personal fulfillment, aesthetic quality, emotional bonding, and ecological awareness while making purchasing decisions. Although they continue to purchase mooncakes, their motivation has changed from honoring traditions to expressing identity, connecting through digital platforms, or participating in seasonal trends. The traditional mooncake symbol is weakened by over-commercialization, excessive packaging, and flavor fatigue, making it into a hollow gift or seasonal obligation.
The resulting design concept proposes a mooncake packaging system that functions not only as a container but as a ritual interface. The design becomes a ceremonial interface with the inspiration of traditional Chinese wish-making practice and talisman culture. This design highlights the importance of mooncakes as an iconic Mit-Autumn festival piece. The overall design language incorporates elements taken from traditional Chinese architecture and ritual practices, offering a sense of quietness and emotional connection to the audience. The key mechanism of the design is a festival Fu, also known as a talisman, that connects with both physical and digital interaction experiences.