(#auPAYとお月見) What is the story behind this trend in Social Media today?
The hashtag is part of a seasonal social media giveaway by the Japanese mobile payment service au PAY, timed to the traditional mid-autumn moon-viewing festival known as otsukimi or jugoya. In 2026 that night falls on September 25, so the campaign launched in the days immediately beforehand.Participants are asked to follow the official account, retweet a designated post, and leave a comment that includes the hashtag plus a short personal notemost commonly their favorite flavor of tsukimi dango (sweet rice dumplings offered to the moon). Typical replies mention mitarashi, tsubuan, sesame, or other regional varieties. Qualifying comments enter a drawing for au PAY gift cards.The format follows the company’s regular “RP luck-try” series of short, theme-based raffles that appear around holidays and seasonal events. The current theme simply pairs the payment brand with the upcoming harvest-moon celebration, generating a burst of posts about dango and moon-viewing foods on the day before the festival.
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