Mooncake madness: Hongkongers scramble to Maxim’s for mooncake coupons

Taken on the morning of July 25 at Sunshine City Plaza in Ma On Shan, in the Sha Tin district. Photo via Facebook.
Taken on the morning of July 25 at Sunshine City Plaza in Ma On Shan, in the Sha Tin district. Photo via Facebook.

Mooncake madness has begun.

Hundreds of people lined up yesterday and today at Maxim’s Cakes stores across the city to snap up mooncake coupons for redeeming the tasty treats during the Mid-Autumn festival in late September.

Several pictures were posted online of lines snaking around pillars and walls in MTR stations, where many a Maxim’s outlet can be found.


Posted by HKeJetso 易著數 – 香港電子著數優惠分享平台 on Tuesday, July 24, 2018

Down at Maxim’s Cakes in Sheung Wan MTR station, the coupons were gone yesterday within three hours, according to the cashier Wai.

Things moved even quicker at the outlet on Queens Road Central near the Sheung Wan wet market.

“They were sold out in an hour,” said the cashier, indicating the line had extended out the door and into the street.

Photo via Instagram

According to some reports, it wasn’t just early-bird sweet tooths eager to get their hands on the pastry coupons, particularly those for Maxim’s popular lava custard mooncake, which has been a hit since its introduction in 2016.

Apple Daily published a picture of what looked to be an organized group queuing to slurp up the slips.

It was taken at a Maxim’s outlet in Tsim Sha Tsu, where the line was 50 or 60 people deep.

A customer in the queue told Apple Daily she suspected the group of about 20 men was working together as they were being slipped HK$500 (US$63) bills by a single person.

According to The Standard, business was bustling at the Maxim’s outlet in Sheung Shui, near the border with the mainland, where the cakes are also popular.

Speculators and parallel traders were among more than 200 people that gathered from 4am and stayed until the coupons were sold-out, the newspaper reported.

Normally, lava custard mooncakes cost HK$368 (US$47) for a box of eight. During the early promotional period, the coupons can be bought for HK$228 (US$29).

But already, marked-up coupons for the popular pastry have begun appearing online.

Posts on social media show some netizens selling coupons for HK$350 (US$44).

Posts under the hashtag “Maxim’s mooncakes” throws up results fro users reselling their coupons for HK$350. Screenshot via Instagram.

The coupons  — the purchase of which is limited to five per person — were sold out in several stores, but a new round will be made available again on August 1.

The traditional version of the mooncake is filled with red bean or lotus seed paste and a salted duck egg yolk. 

Some non-traditional takes on the humble mooncake have included fruit-flavored fillings, and ice-cream moon cakes that resemble a mochi more than a mooncake.

Paywall: You’re outta here, Coconuts stories are free for all

We have removed our paywall on all Coconuts stories. This does not mean the end of COCO+ Membership at all, but the value proposition is changing.

Rather than being a transactional subscription – whereby you pay for access to content – it is now a true membership program – whereby Coconuts stories are free for everyone but super-fans can monetarily support our independent journalism, and get added member benefits.

If you'd like to support Coconuts, you can become a COCO+ Member for as little as US$5 per year. Thank you!



Leave a Reply

Coconuts TV
Our latest and greatest original videos
Subscribe on

Send this to a friend