Mahjong, Memory & Mid-Autumn: Fête Chinoise Launches the 2026 Love at Mid-Autumn Campaign
There is a particular sound that many of us carry from our earliest memories: the sharp, satisfying click and clang of Mahjong tiles shuffled across a table, the gentle murmur of conversation between turns, and the laughter that rises from familiar stories, playful teasing, and moments shared around the table. Across generations and continents, Mahjong has travelled far beyond the tabletop. It has become a gathering place connecting families, preserving traditions, and carrying with it a rich language of symbolism, craftsmanship, and cultural memory.
This Mid-Autumn Festival, we invite our community to rediscover the beauty behind this beloved game through the 6th annual Love at Mid-Autumn campaign, a celebration of Chinese heritage, creative expression, and giving back.
Why Mahjong, Why Now
While Mahjong has experienced renewed global appreciation in recent years as people seek more meaningful, tactile connections in an increasingly digital world, its deeper cultural stories are often left untold. Beyond the game itself, Mahjong represents artistry, family bonds, and the movement of culture across generations and communities.
For many diaspora families, Mahjong is a familiar gathering place, where grandparents teach younger generations, friendships are formed, and traditions are passed down through play.
“Our editorial journey with Mahjong began in our 2023 Design Annual and grew at our 2024 Signature Event, where we flew in a master craftsman from Hong Kong to highlight this traditional tile-making craft. My personal journey began when I was a toddler. Mahjong carries profound cultural symbolism for diaspora families and also has massive appeal in the broader community. It is a social game that brings family and friends together, and is also great for mental health and staying sharp.”
Photography: Jackson HUang
The Collector's Mooncake Gift Set
Bringing this story to life, our 2026 limited-edition collector’s mooncake gift set celebrates the beauty of Mahjong craftsmanship and the spirit of Mid-Autumn Festival. Designed by Palettera, the collector’s tin reimagines the artistry of handmade Mahjong tiles. The lid features the iconic “one dot” (一筒) tile adorned with intricate floral motifs and traditional symbols, while film titles featuring memorable mahjong scenes in cinema reflect the game’s lasting cultural presence on the rim of the tin.
To welcome new players into the tradition, every gift set also includes a special illustrated “How to Play Mahjong” booklet based on Canton-style rules, offering an accessible introduction for families, friends, and anyone curious to learn.
Each collector’s set includes:
A limited edition collector’s tin, designed by Palettera
4 full-sized heart-shaped mooncakes baked by Saint Germain Bakery in Canada
The newest Fête Chinoise Design Annual 2026
A special edition "How to Play Mahjong" booklet
Exclusive offers from project sponsors and partners
A brochure that doubles as a greeting card, with space to write a message
A beautiful paper gift bag
Early-bird pricing is available until June 30, 2026. With over 70% of gift sets already sold during pre-launch, this year’s collection is available on a first-come, first-served basis.
Celebrating Creativity Through the National Art & Colouring Contest
From now until September 7, 2026, we invite participants of all ages to take part in the National Art & Colouring Contest, inspired by the craftsmanship and symbolism of traditional Mahjong tiles. Through drawing and colouring, participants can explore the visual language behind Mahjong, discovering the stories, patterns, and cultural meanings represented through each design.
Coming Together Under the Mid-Autumn Moon
Following the sold-out success of last year’s “A Mid-Autumn Night’s Dream,” we are excited to bring our community together once again for a family-friendly celebration at Porsche Centre Markham on September 26, 2026. Further details and ticket information will be announced soon.
2026 Campaign Committee photographed at Holt Renfrew Bloor Street, TOronto. Photographer: Jackson Huang.
Giving Back
Since 2021, 'Love at Mid-Autumn' has raised and donated over $272,800 in net proceeds to Canadian charities. This year, proceeds from mooncake gift set sales will support the Toronto Symphony Orchestra, the Chinese Canadian Museum, and the Fête Chinoise Cultural Foundation.
“We are grateful to Fête Chinoise and the Love at Mid-Autumn Campaign for once again bringing community, culture, and generosity together in such a meaningful way. At the TSO, we believe music can open doors for young people—helping them discover confidence, creativity, and a sense of belonging. Support from this campaign helps us continue that work, reaching students and communities across the GTA through the shared power of music.”
“We are grateful to be part of a campaign that brings people together in celebration of culture, community, and tradition. Proceeds will help the Chinese Canadian Museum continue sharing the stories, experiences, and contributions of Chinese Canadians through exhibitions, education, and public programs, ensuring these important histories are preserved and accessible for future generations.”
Direct donations made between now and Mid-Autumn Festival (September 25, 2026) will also be distributed to these three organizations.
Keepsake mooncake gift sets are available now at loveatmidautumn.ca on a first-come, first-served basis. Orders of 25 sets or more will be recognized as Major Supporters and receive complimentary shipping within the GTA.
Further Reading
There is a particular sound that many of us carry from our earliest memories: the sharp, satisfying click and clang of Mahjong tiles shuffled across a table, the gentle murmur of conversation between turns, and the laughter that rises from familiar stories, playful teasing, and moments shared around the table. Across generations and continents, Mahjong has travelled far beyond the tabletop. It has become a gathering place connecting families, preserving traditions, and carrying with it a rich language of symbolism, craftsmanship, and cultural memory.
This Mid-Autumn Festival, we invite our community to rediscover the beauty behind this beloved game through the 6th annual Love at Mid-Autumn campaign, a celebration of Chinese heritage, creative expression, and giving back.