Still on the issue of mooncakes… Mooncakes are big business in Singapore during this time of the year and there are many sellers in the market competing with each other. I don’t think there is much to differentiate between the major sellers in terms of the taste and quality of their product, so to outcompete the competition, sellers need to come up with novel and innovative ideas, thinking out of the box if necessary on what is actually a traditional festive delicacy. One vendor (see photo) has literally ‘thought outside the box’ by trying to differentiate itself in terms of their packaging. It may not be totally discernable from this photo, but what the vendor has done here is to do a pop-up/cut out illustration of the Chinese legend that surrounds the Mooncake Festival on their mooncake gift boxes. Cool, isn’t it? I think it makes a pretty nice gift. What about you?