Zhong Qiu Jie

Going back 3,000 years, every year on the 15th day of the 8th month of the lunar calendar, when the moon is at its brightness for the entire year, the Chinese celebrate “zhong qiu joe” or Mid-Autumn Festival. Historically, children were told the story of the moon fairy Chang’e who comes out to dance on the moon. The story of the fairy dates back to a day when legend says 10 suns appeared at once in the sky. The Emperor ordered a famous archer Houyi to shoot down the nine extra suns since the land was scorched. Once the task was accomplished, the Goddess of Western Heaven rewarded him with a pill that would make him immortal, but he had to fast for a year before he could take it. He hid the pill in his home while he started to fast. But, his wife Chang’e saw a light emanating from the pill and couldn’t resist it herself. When she swallowed it, she started floating to the moon. Houyi tried to catch her, but instead landed on the sun. During the festival days, the sun and moon appear close together, and it’s said to be the time for Chang’e and Houyi to visit each other. And, Chang’e’s beauty is said to be the greatest when the moon is at its brightest–which is the day of the festival.

Most Chinese now, however, only know the holiday for spending time with family, a little moon gazing,  and moon cakes–which have become sort of the “fruitcake of China.” Lots of people make them (a process that takes 4 weeks if they do it themselves!). Lots of people buy them (some boxes can cost up to $100 even). Everybody gives them. And, lots regive them. And, some even eat them.

Maybe that’s because the things (1) are hugely fattening (like 800 calories) and (2) are “an acquired taste,” code for they just don’t taste good. I used to think that was just to us Westerners. But, seems like even the Chinese don’t like them. They are about the size of a hockey puck and just as dense – a thick “pastry”of sorts filled with all sorts of “goodies” from red bean or lotus seed paste paste to salted egg yolk. Sounds like some companies are recognizing that they have a marketing opportunity here with a traditional food that nobody actually wants to eat and have introduced some potentially more palatable flavors like fruit and green tea. Starbucks in China sells their own set of 6 for about $60. And, Haagen-Daz has even cashed in by introducing an ice cream line of moon cakes which probably ends the regifting on the spot but may actually taste good (note–red bean ice cream is actually quite tasty. I know from experience.).

The Chinese government didn’t miss an opportunity either — this year, the tax bureau announced that employees who receive moon cakes as a gift from their employer would need to pay income tax on them. Some people got bumped up into a higher tax bracket just because of their gifted moon cakes.

I wonder how a fruit-cake tax would go over here.