The Mid-autumn Festival 中秋節 is celebrated on the 15th day of the 8th lunar month. The Moon Rabbit or Jade Rabbit is part of a popular folktale in East Asia with many variations to the story. The Jade Rabbit is often seen as a companion to the Moon Goddess, Chang'e, constantly pounding into a mortar, creating the elixir of life for the goddess.
When the moon is the fullest, families come together to watch the moon and eat mooncakes. During this holiday, it is also common for people to give away mooncake gift packages. This special edition mooncake package alludes to elements in the Chinese folktale with an interactive piece on the outer packaging to reveal what's inside which is a purple sweet potato mooncake.