In the familiar realm of our Gregorian calendar, we’re accustomed to enjoying a bonus day in February when the once-every-four-years leap year rolls around. But did you know that in the Chinese calendar, leap years get a whole extra month called 閏月 (rùn yuè)?

Our curiosity led us to the origins of China’s iconic goose-shaped pastry, 老雁馍 (lǎo yàn mó), whose legend begins at Henan’s Mount Song (or Songshan).

Goose-shaped pastry (Image from: chinadaily.com.cn)

The Legend

A filial daughter was on her way to check on her elderly parents who resided in the southern part of the mountains. It was the leap year, where an extra month was added to the usual twelve calendar months. The 13th month meant her parents’ harvest from their humble farm would be spread thin, putting them at risk of starvation.

With a backpack filled with extra millet (a type of grain), the determined daughter set out on a challenging mountainous trek. The terrain was unforgiving. Unfortunately, she stumbled and fell, causing her backpack to fling open and its contents to spill out. The animals around wasted no time devouring all that she had brought. Tears welled up at the thought of her starving parents. Defeated, she sobbed quietly and eventually drifted into a restless sleep.

Later, the girl was awoken by the honking of geese that she just could not seem to shoo away. Wanting to waste no time, she brought the geese with her on the rest of her journey to her parents’ home.

Upon arrival at her parents’ village, the girl saw a picture of widespread famine and illness. Villagers were ill and starving, with nothing to nourish themselves with. In that moment, she looked at her geese and had an idea.

That evening, she prepared a feast not just for her parents, but also for the entire village. Thanks to her, many people benefitted from the nourishment from the goose meat. The girl felt glad to serve the villagers, and her parents were proud of what she had done.

In honour of the heroic girl from the legend, some Chinese families observe a tradition every leap year. Before each leap month, daughters all across East China’s Shandong province would visit their parents, bringing goose-shaped pastries. Serving as a “friendlier” substitute for the hard-to-find wild geese, this pastry serves as an enduring ode to the filial piety in the tale.

How do I weave storytelling (if not legends) into advertising or branding?

Legends and traditions get passed down through writing, and more so, through stories. In this particular legend, there is a happy ending (though not for the geese), in which the protagonist was able to save the village. That became her legacy.

In the stories you tell, think about the legacy you’re building with your brand or product.

Offshoots Academy offers a myriad of workshops to equip marketers with the ability to improve and excel in the art of storytelling to connect with their users or customers.

Sign up for OA’s “Storytelling for Advertising” workshop to find out how.

 

Text by: Siew Mun Cheah | Illustration by: Angela Macasinag