Alibaba, China’s e-commerce behemoth, is making no effort to ride the non-fungible token (NFT) wave, with its online retailer Tmall selling out a new collection of NFTs featuring mooncakes — a signature snack made to celebrate the Mid-Autumn Festival, which falls on September 21 this year.
Tmall released “mooncake NFTs” built with Ant Chain — the blockchain arm of Alibaba affiliate Ant Group — and sold out all 50 copies in a weekend lucky draw. According to the lucky draw page, winners could purchase a copy of the NFT for 1 yuan (US$0.15).
Buyers received not only the virtual NFT but also a box of actual mooncake. They will be able to access the NFTs through Alipay’s mini-program Fensili.
Snacking on mooncakes is part of the tradition in Chinese culture while appreciating and watching the moon during the Mid-Autumn Festival, a traditional festival widely celebrated in some regions of East Asia and Southeast Asia to mark the fall harvest.
The latest sales come on the heels of Alipay’s recent successful launches of NFTs featuring art adapted from images of flying apsaras and sacred deer from the Caves of the Thousand Buddhas in the Chinese city of Dunhuang, as well as the Chinese animated film “White Snake 2: The Tribulation of the Green Snake.”
Tencent, the Chinese internet giant, has also entered the world of NFTs, launching Huanhe, an NFT trading platform. Last month, QQ Music, the company’s music streaming arm, sold out the service’s first NFT, which featured popular Mando-pop singer Tiger Hu.