Resell Value of Mooncake Packaging on the Rise

The Mid-Autumn Festival, renowned for its symbolic mooncakes, is seeing an unusual trend in Singapore—a boom in the resale market for mooncake packaging. Ahead of the festival, which falls on September 17th this year, various online platforms have seen an influx of listings for these elaborate boxes.

Carousell, a marketplace platform, reported over 330 listings for mooncake boxes in the past week alone, some commanding prices of up to $1,800. Premium brands like Audemars Piguet, Louis Vuitton, and Gucci are among the top sought-after packaging, with some listed as collectible items.

Professor Sharon Ng from NTU’s Nanyang Business School suggests that the intricate designs discourage discarding of these boxes, which instead become collectible items. Similarly, Professor Lawrence Loh from NUS Business School notes that the consumer focus has shifted from the mooncakes themselves to their packaging, with companies responding by offering more luxurious and collectible designs.

Collectors are not the only ones interested in these boxes. Some resale listings are targeting buyers interested in repurposing the packaging for personal use or resale for future profit, according to marketing academics. For instance, a mooncake box from The Ritz-Carlton doubles as a travel bag, appealing to frequent travelers like lawyer Zhang Ling.

Retailers like Peach Garden and Baker’s Oven have reported that a significant segment of customers inquire about packaging, with some driven by the box’s aesthetic or utility beyond just holding mooncakes. However, not all consumers are swayed by packaging; individuals like Ms. Serene Huang prioritize the mooncake’s flavor over its presentation.

The trend raises questions about environmental impacts. Professor Loh argues against the prevalence of extravagant packaging and advocates reducing unnecessary waste while maintaining the generosity associated with gifting mooncakes.