Leveraging social listening tools, we delved into online discussions surrounding the Mid-Autumn Festival from 18th to 24th September to gauge modern consumers' sentiments towards this time-honored tradition.
NEARLY 3.3M ENGAGEMENTS IN LESS THAN A WEEK
Vibrant discussions surged, with peak engagement on the 20th, driven by a video of Stray Kids (Korean boy group) showcasing their homecoming, resonating with the theme of the Mid-Autumn festival - family reunion.
POSITIVE SENTIMENT DOMINATED
Dedicated content by K-idols for Mid-Autumn festival and brand promotions fueled this optimism.
FEMALE GEN Z LED THE CONVERSATIONS
A testament to the growing influence of K-pop on the Mid-Autumn Festival buzz.
DIVERSE CELEBRATION IDEAS: A BRANDING OPPORTUNITY
Discussions spanned various platforms and encompassed topics from mooncakes to festival activities. This is the prime moment for brands to engage and promote their products.
WIDESPREAD ENTHUSIAM
Discussions surrounding the Mid-Autumn Festival were most prominent in Korea, Japan and other Asian countries as well as the US, suggesting its cultural significance.
BRIDGE TO ASIAN SHOPPERS
The prevalence of discussions in Korean, Japanese, and Chinese indicated a multi-cultural engagement with the Mid-Autumn Festival. Demonstrating cultural sensitivity in marketing campaigns can enhance customer loyalty.
TWITTER/ X DOMINATED THE CONVERSATIONS
How does your brand leverage Mid-Autumn Festival to connect with customers? Share your thoughts below!
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