Mooncakes, the delectable pastries traditionally exchanged during the Mid-Autumn Festival, have long been a cherished symbol in Chinese culture. This year, as the festival falls on September 17, these round confections are not just a treat but a reflection of evolving consumer trends and cultural significance in the modern era.
While mooncakes have always held sentimental value, they have now transcended their traditional role to become both a cultural icon and a sought-after product in the consumer market. According to the China Association of Bakery and Confectionery Industry, China produced an impressive 320,000 tonnes of mooncakes in 2023, generating sales of 22 billion yuan.
Packaging Slims Down
Recent years have seen a significant shift in the packaging of mooncakes, aligning with national efforts to curb waste and promote sustainability. Data from the China Association of Bakery and Confectionery Industry indicates that the majority of mooncake gift boxes this year are priced between 70 to 220 yuan, the most popular consumer bracket. Notably, gift boxes priced above 500 yuan have largely vanished from the regular market.
This change comes as China strengthens its oversight of overpriced mooncakes to encourage the healthy development of the industry. In June 2021, the National Development and Reform Commission, along with three other government organs, issued a notice prohibiting the use of precious metals, rosewood, or other expensive materials in mooncake packaging. Additionally, mooncakes should not be sold in boxes pre-packed with other consumer goods.
These regulations set limits on packaging costs for high-priced mooncakes, discouraging excessive spending and making these festive treats more reasonably priced. This ensures that consumers can enjoy higher-value products at better prices, reinforcing a move toward rational consumption.
Zhu Danpeng, a Chinese food industry analyst, highlighted significant progress in reducing packaging weight in this year’s mooncake market. “Consumers have become more rational in their purchases,” Zhu noted, observing that the sales cycle for mooncakes has shortened, reflecting a shift in consumer behavior.
Furthermore, Zhu pointed out notable changes in packaging designs, which are now simpler and more minimalist. This trend aligns with national regulations against excessive packaging, emphasizing practicality over extravagance and resonating with consumers’ growing preference for sustainability.
As mooncakes continue to evolve, they remain a delicious bridge between tradition and modernity. This year’s Mid-Autumn Festival not only celebrates familial bonds under the full moon but also marks a stride toward more sustainable and conscious consumption in China.
Reference(s):
cgtn.com
