Mid-Autumn Festival, for many people, means cakes, lanterns, and gifts. But for the brand creators at G4U, it is also an opportunity to convey faith, spirit, and expectations for a reunion season filled with good fortune. From that thought, the “Mid-Autumn Festival Great Fortune” collection was born, not simply beautiful boxes, but a whole brand language system created with strategy, emotions, and very… marketing philosophies.
Because behind the name “Dai Cat” is a collection of stories told through images, emotions and beliefs
At G4U, the Mid-Autumn Festival does not start from the seventh lunar month, nor does it wait until the market is bustling. It starts from the initial meetings between marketers, designers, artisans and even those who have never “sold Mid-Autumn Festival” on a day in early April. And with just one seemingly simple question: What story will I tell this Mid-Autumn Festival? the journey of Dai Cat is opened.
“Great Fortune” is not just a wish – it is a necessary mindset of the times
For marketers at G4U, Mid-Autumn Festival is not just an occasion for giving gifts, but also an occasion for businesses to express their spirit, for people to send a wish that is not empty. In previous years, they used to tell stories about reunion, about the moon, about cakes. But after many moon seasons, they realized one thing: people do not just need an excuse to gather, but need a belief to move forward.
From there, the name “Dai Cat” was born, as a firm affirmation: This Mid-Autumn Festival, let’s wish each other the best things. Not just “luck”, but Dai Cat – a great opportunity, a start with momentum and blessings.
Amidst the fluctuations of the market, of people, of oneself, “Dai Cat” is a wish that everyone needs, but not everyone is confident enough to say it. G4U says that by telling a collection of many designs, each box is a slice of the word “cat” – a word “Dai Cat” is split into many pieces with separate meanings.
A collection of “words” with auspicious spirit
Not stopping at “Dai Cat” as a general name, G4U deploys the Mid-Autumn Festival 2025 collection with many separate designs, each box has a structured name “Dai Cat” or “Cat Hanh” accompanied by a spiritual image – all together telling a rich picture of good things, luck, and fortune.
Dai Cat Song Loc: symbolizes the parallel of wealth and fortune, suitable for corporate customers – those who need to express their wishes for stability in cooperation.
Jade Citadel: evokes the image of a jade citadel – symbolizing sustainability, nobility, and stability in career and family.
Minh Nguyet Dai Cat: is a wish sent by moonlight – pure, clear, and complete.
Minh Duong Dai Cat: in feng shui, “minh duong” is the bright space in front – where vitality converges. The round box design with a missing bottom creates a feeling of fulfillment but still has open space to receive new things.
Tinh Nguyet Dai Cat: represents a calm, quiet spirit – for those who wish for a peaceful, full moon season but not chaotic.
Great Fortune of Ten Thousand Miles: symbolizes the journey – even though you travel thousands of miles, you still bring good fortune with you.
Dai Cat Hoa Minh: has a brilliant, bright image like blooming flowers – for the blooming, sublimation stage.
Tam Ngu Cat Hanh: is a symbolic design with the image of three fish entwined, symbolizing the “three talents” – fortune, wealth, longevity. Fish is also a symbol of vitality and spread. “Cat Hanh” – meaning luck with happiness – evokes a gentle, elegant feeling but no less meaningful. This is a close design, suitable for giving to family or those who desire inner happiness.
Dai Cat Lien Phong: carries the spirit of superiority – “lien phong” means the wind blows continuously, strongly, and breaks through. This is a design for those who are in the process of development or entering a transitional phase. The box has a continuous opening detail, conveying the idea of “following the wind to lift the wings”.
Lam Kinh Giai Ky Cat: is a special design with a 3D paper pop-up inside the box – reminiscent of a glorious dynasty. The name “Lam Kinh” evokes the ancient capital – majestic and prosperous. “Giai Ky” – means good time, great opportunity. “Cat” means blessing. Overall, the name expresses the desire to give good luck at the right golden time – like a careful preparation, at the right time, with the right person.
When marketers do… “feng shui”
A good marketer not only creates good content, runs good ads – but also sees the spirit of the times. With Mid-Autumn Festival 2025, the branders at G4U choose to stand on the side of belief – and see the product as a way to convey emotions, energy and expectations.
So from the orientation strategy to each name, G4U does not follow the trend of retro, nostalgic or neoclassical design – they choose a path: turning each box of cakes into a lucky charm.
That’s why, the names of each box do not choose short wordplay or obscure metaphors, but go straight to what everyone wishes for: “great luck”. But with each version, “great luck” has a different meaning – from calm to explosive, from reunion to exploration. It is this layered connotation that makes customers not only buy a gift, but also buy a story – a gift in which the recipient can read themselves.
Naming is not just about naming – it is about emotion and spirit
For marketers at G4U, each name in this collection is not just for “sounding good”, but is a way to convey a vivid expectation: that this year’s Mid-Autumn Festival gift is not just a cake – but also a profound wish, a thoughtful design, and an inspiring message.
In the increasingly similar Tet gift market, G4U chooses a more difficult – but also more memorable – path: marketing with kindness, creativity, and faith in good things.
