A single Mid-Autumn gift box holding custard mooncakes, egg-yolk lotus mooncakes, butterfly puffs, and chocolate cookies all at once — that's what Yue Collection is doing in Taiwan this year. The Hong Kong specialty bakery brand, which entered the Taiwan market in 2022, is marking its fourth anniversary here not by rolling out its usual Hong Kong lineup, but by putting mooncakes and Western-style pastries into the same box entirely, launching three Taiwan-exclusive sets: "Moon Journey," "Moon Pestle," and "Moon Laurel."
The packaging carries through the brand's signature Chinese lattice-window motif, referencing the legends of Chang'e flying to the moon, the Jade Rabbit pounding herbs, and Wu Gang chopping the cassia tree — but what really sets the three boxes apart is portion size and price. "Moon Journey" is a 6-piece all-mooncake set featuring the signature custard mooncake, egg-yolk lotus mooncake, and dried tangerine peel red bean mooncake, priced at NT$1,450. "Moon Pestle" is an 18-piece assorted box that adds butterfly puffs, chocolate cookies, and matcha cookies alongside the custard mooncake, yet costs only NT$1,250. "Moon Laurel," also 18 pieces, swaps the cookies for Earl Grey and brown rice tea flavors, paired with traditional mooncakes and butterfly puffs, priced at NT$1,150. In other words, "Moon Journey" — the set with the narrowest range and smallest quantity — ends up being the most expensive of the three. That's the pricing logic Yue Collection itself laid out; as for which gifting occasion each box suits, the brand's promotional email suggests "Moon Journey" for key clients and elders, "Moon Pestle" for rewarding staff, and "Moon Laurel" for thanking business partners.
Four Flavors of Molten Filling, Now with Milk Tea and Black Sesame
Yue Collection's molten-filling mooncake series already has a strong following in both Hong Kong and Taiwan. This year's Taiwan-exclusive "Four Flavors Molten Mooncake Gift Box" adds two new flavors alongside the classic custard and matcha: "Milk Tea," infused with Lipton black tea, and a rich "Black Sesame." The box breaks from fixed flavor pairings, letting customers mix and match all four freely — making it the most flavor-flexible item among this year's Taiwan-exclusive releases.
Early-bird pre-orders have already been running for over a month, offering 5% off through the official website or any Taiwan store until August 30. Store rollout is also ramping up ahead of Mid-Autumn Festival: beyond the existing counter at Shin Kong Mitsukoshi A8, a new location opens at Q Square (Jingzhan) on September 1, followed by Shin Kong Mitsukoshi Taichung Zhonggang store in mid-September. Pop-up counters will also appear at Far Eastern SOGO Fuxing, Shin Kong Mitsukoshi Nanxi, Taichung Zhonggang 9F, Banqiao Far Eastern Mega City, and Kaohsiung Han Shin Arena between mid-August and late September, with varying run times — those interested should check individual store schedules.
