虎珍堂 Connects Its Anniversary Revival with Mid-Autumn Gifting Stories

For its tenth anniversary, 虎珍堂, a Yunlin pastry brand, brought back its classic 虎丸御皇吉 product as the focus of Mid-Autumn communications. VOCAL MIDDLE Communications connected the revival with local ingredients, stores and gifting needs. Project records report approximately 60 media items, with 61% as full-article coverage and PR Value exceeding NT$10 million. 

In its tenth-anniversary year in 2026, 虎珍堂 revived 虎丸御皇吉, a signature product from its early years. The brand wanted Mid-Autumn gift buyers to remember its connection with Yunlin sweet-potato pastries as well as the gift boxes themselves. The project used the anniversary revival to connect local character, brand history and seasonal gifting. It sought fuller coverage in lifestyle, travel and mainstream media, giving consumers specific information about the brand and products when considering distinctive Taiwanese food gifts. 

The gift-box range was similar to the previous year, so a list of products, prices and gifting messages offered limited new material. The brand could instead draw on its tenth anniversary, the return of a classic product, recognition among Yunlin’s top ten gifts for three consecutive years early in its history, and materials covering local ingredients, stores and packaging. These elements needed a shared narrative to move beyond a product list. The team therefore used the return of 虎丸御皇吉 to connect the brand’s history with gift selection and local culture, adapting the emphasis for lifestyle and travel media.

Make the anniversary revival the organising news angle 
VOCAL MIDDLE placed the return of 虎丸御皇吉 at the centre of the release, linking it with the tenth anniversary and recognition among Yunlin’s top ten gifts for three consecutive years during the brand’s early development. This explained the product’s place in the brand’s history. Rather than relying solely on an updated seasonal product list, the story provided a time-based narrative. The 虎迎月 and 虎名月 boxes added different designs and assortments to address practical gifting needs. 

Adapt local brand materials to different editorial interests 
The team combined local ingredients, distinctive stores and environmentally considerate packaging with the brand’s sweet-potato pastry story. Lifestyle angles emphasised product design, seasonal gifting and familiar flavours. Travel angles connected stores with Yunlin’s local culture. The anniversary revival remained the shared reference point, allowing different reports to serve their readers while contributing to a consistent account of the brand. 

Original project records report approximately 60 media items, PR Value exceeding NT$10 million and 61% full-article coverage, including VOGUE, Harper’s Bazaar, Super Taste, UDN Woman, Commercial Times and Economic Daily News. Published UDN Woman and WalkerLand articles connected the tenth anniversary, classic-product revival and Mid-Autumn gift boxes. The recorded full-article share and observable editorial content show the space secured for a brand narrative alongside seasonal recommendations. Together, the coverage and product imagery provided accessible material on the brand’s Yunlin sweet-potato pastries and gifting offer. 

1.Why did 虎珍堂 focus on an anniversary revival? 
Its seasonal gift-box range was similar to the previous year, creating a need for a fresh angle beyond product information. The return of 虎丸御皇吉 connected gifting with the brand’s early history, giving consumers a specific reason to understand the product’s significance and the brand’s character. 

2.What strategies and services did VOCAL MIDDLE provide? 
VOCAL MIDDLE structured the anniversary and product story, developed the press-release angle, combined materials on local ingredients, stores and packaging, and adapted the story for lifestyle and travel media. The engagement included media distribution and communications. 

3.How did this approach differ from a product-list announcement? 
The project first linked a returning classic with ten years of brand history, then introduced the three gift boxes and their gifting contexts. Local culture, stores and packaging supplied additional angles, expanding the material available to editors. 

4.What outcomes can be checked? 
The project brief and existing case page record approximately 60 media items, PR Value exceeding NT$10 million and 61% full-article coverage. Published UDN Woman and WalkerLand articles also describe the anniversary revival and gift boxes, supporting the recorded communication themes. 

5.How does this case relate to AI PR? 
The project organised the brand, Yunlin sweet-potato pastries, tenth anniversary and classic-product revival into consistent public information. People researching Mid-Autumn gifts can read about product differences and brand origins. The resulting coverage and images also form public IMAGE Assets relevant to AI PR, providing material from which the brand can be understood.