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Hong Kong’s Mid-Autumn Festival just got a fiery new twist: Maxim’s (美心) has opened a themed pop-up store at Langham Place, Mong Kok, offering visitors a rare chance to snag a free box of its brand-new “Sichuan Spicy Beef” mooncakes — but only for three days, from 18 to 20 September 2026, or while daily stocks last.
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From noon each day, the first 200 visitors who complete a simple three-step social media task will walk away with a complimentary box of the launch flavour, valued at HK$299. The activation is part of Maxim’s broader Mid-Autumn campaign to generate buzz around its latest savoury-sweet creation, which blends Sichuan peppercorn’s numbing heat, Yunnan chilli’s piquancy, air-dried beef, and four types of nuts — a bold departure from the traditional lotus seed paste and egg yolk classics.
How to Claim Your Free Mooncakes
To qualify, mooncake enthusiasts should:
- Follow Maxim’s official social media accounts.
- Take a photo at one of three designated “check-in” spots — the neon-light installation, the “Spicy Lam Fung” lightbox, or the retro bing sutt (ice house) themed corner.
- Post the photo on Facebook, Instagram, Weibo, or Xiaohongshu with the hashtags #美心食品MaximsProducts and #麻辣牛肉月餅, then show the post to staff on site.
Each person can redeem once per day. The giveaway runs until 20 September, but once the 200 daily boxes are gone, they’re gone — early birds are strongly advised.
More Than Just Free Mooncakes: Play, Win, and Snap
Beyond the free taste test, the pop-up — located on Langham Place’s 4/F Sky Zone — doubles as an Instagrammer’s playground. A cast of cute mooncake mascot plushies (including the classic double-yolk white lotus, molten custard, and snow skin characters) is scattered around a Hong Kong-themed “diner” set, perfect for festive photos.
Visitors can also test their luck at the “Mooncake Grabber” machine. Spend HK$388 on Maxim’s mooncake gift boxes to earn one token (HK$776 for two, and so on) for a chance to win exclusive merchandise, such as limited-edition mooncake charm keychains or the ultimate prize: a molten custard mooncake throw pillow with a matching blanket. Prizes are random and while supplies last.
Event Details at a Glance
- Location: 4/F Sky Zone, Langham Place, Mong Kok
- Pop-up Dates: Now through 24 September 2026
- Giveaway Dates: 18–20 September 2026 (noon start)
- Opening Hours: Mon–Thu 11:00–21:00; Fri–Sun 11:00–22:00
A Daring Flavour for the Adventurous Palate
The spicy beef mooncake is a strategic move by Maxim’s to attract younger, flavour-seeking consumers who find conventional sweet mooncakes too heavy. According to the brand, the filling layers savoury, spicy, and nutty notes in a “mouth-numbing first, then hot” progression — an intriguing option for those tired of the same old festive treats.
Bottom Line
With only 600 free boxes available across the entire campaign, the pop-up blends social media engagement with festive generosity — a smart play for brand visibility during the competitive Mid-Autumn window. Whether you’re a spice lover or just looking for a fun freebie, this is a fleeting opportunity worth chasing before the mooncakes — and the month — disappear.
Always check Maxim’s official social channels for any last-minute changes to giveaway terms or opening hours.