Guming Partners With People's Education Press for Mid-Autumn Limited-Edition Packaging Inspired by Classic Textbook Story
Guming launched Mid-Autumn packaging on September 24 based on the classic textbook story "Osmanthus Rain," partnering with People's Education Press.
Chinese tea-drink chain Guming (古茗) launched a Mid-Autumn Festival collaboration with People's Education Press (人民教育出版社) on September 24, releasing limited-edition packaging drawn from "Osmanthus Rain" (《桂花雨》), a short story familiar to Chinese readers from their school textbooks. The cup design features illustrations recreating the moment a young girl shakes osmanthus blossoms from a tree, as depicted in the original text. Customers also received an intention card and a transparent collectible card with their purchase.
Alongside the packaging, Guming released a humorous mock exam titled "Guming 2026 Academic Year National Mid-Autumn Exam" (古茗 2026 学年全国中秋考试). Framed as homework, the activity asked consumers to read "Osmanthus Rain" and then photograph a "moon" in any form — real, reflected, or imagined — and send the image to someone they miss. The brief stated there were "no standard answers."
The campaign draws on shared literary memory to reframe a commercial holiday promotion as an act of personal connection. By anchoring the activation in a school text that generations of Chinese students have encountered, Guming positions nostalgia for childhood reading — rather than the festival itself — as the emotional centrepiece. The open-ended exam mechanic lowers the barrier to participation while encouraging social sharing without requiring a formal contest structure.
