“Though many miles separate us, we will share the beauty the moon displays,” Chinese calligraphy teacher Jin Jin taught her students how to write this ancient poetic line on ornaments as the Mid-Autumn Festival approaches.

The photo shows a decoration with hand-calligraphed Chinese poems about the moon on the occasion of the Mid-Autumn Festival. (Photo provided by Jin Jin/Press material via Xinhuanet)

The charm of ancient Chinese festivals has inspired creators of cultural products and encouraged more people to appreciate the essence of traditional culture through these products.

“During traditional holidays like the Mid-Autumn Festival, I often mentor my students on creating cultural products and learning the stories behind them,” said Jin, who recently organized several Mid-Autumn Festival-themed classes and renovated her classroom to align with the theme.

The Mid-Autumn Festival in China is a holiday celebrated in honor of the moon and good harvests, as well as an opportunity for family and friends to get together to eat mooncakes and admire the moon.

As the festival approaches, major museums have launched promotions for mooncake-themed products and have seen impressive sales.

For example, the Palace Museum’s Cultural and Creative Products Studio has so far sold more than 10,000 mooncake ornaments on its flagship Taobao store.

The design of these ornaments combines innovation and cultural significance. When the lid of one of the “moon cakes” is lifted, an adorable rabbit is inside, representing the jade rabbit, the pet of the moon goddess in ancient Chinese myths.

Cultural elements associated with autumn have also become an inspiration for product design and increased sales.

As the summer heat cools, the osmanthus is ready to bloom. As one of China’s most beloved autumn flowers, it has become a common decorative element in cultural products.

A clothing and crafts company in Suzhou, eastern China, combines the technique of button-tying, an intangible cultural heritage of China, with osmanthus to create unique handicrafts.

“The market response to the product has been quite good, and many people have expressed their interest on social media. The cultural significance certainly adds value when given as a gift,” said Zhu Dongyua, a promotion specialist at the company.

The rising sales underscore the enduring popularity of traditional Chinese festivals, offering culture enthusiasts new opportunities to celebrate Mid-Autumn Festival traditions and explore their cultural roots.

After the calligraphy class ended, Jin spoke to her students about the meaning of ancient poems and extended best wishes for their reunion.

Jin said that traditional culture is present in all time and space.