Mid-Autumn Festival: Fortnum & Mason returns with its collection of luxury mooncakes for Hong Kong customers

The luxury British brand aims to grow its mooncake sales by 30 per cent after last year’s success

Fortnum is considering another outlet at Hong Kong International Airport if travel restrictions are eased

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The Fortnum & Mason department store at the K11 Musea shopping mall in Tsim Sha Tsui, Hong Kong. Photo: Bloomberg

Published: 10:00am, 24 Jul 2022Updated: 11:55am, 27 Jul 2022

Fortnum & Mason, the upmarket London department store that counts the British royal family among its customers, is back again with a collection of tea-flavoured mooncakes for the upcoming Mid-Autumn Festival.

Despite being a newcomer to the mooncake scene last year, Fortnum’s Mid-Autumn Festival line sold over 5,000 units in Hong Kong, said Carmen Chiu, the regional managing director of Asia-Pacific, adding that they are aiming for a 30 per cent increase in sales this year.

Fortnum has launched its tea-infused mooncakes as a way to differentiate itself from the market, combining the brand’s famous teas, from Royal Blend to Earl Grey, with the traditional Chinese delicacy.

Since opening its first Hong Kong bricks-and-mortar store, a 7,000 square foot space at K11 Musea in 2019, the brand has managed to see single-digit growth, despite the challenges brought by the anti-government protests and the Covid-19 pandemic.

Fortnum & Mason’s tea-infused mooncake flavours include Matcha, Earl Grey and Royal Blend. Photo: Facebook

“[The pandemic] is just something that we can’t really predict,” Chiu said. “But I think if there is something that you can’t control, you need to learn to live with it and [remain] relevant.”