As lanterns prepare to light up night skies across Asia, Jiangkou County in Guizhou Province is brewing a cultural and culinary sensation: matcha mooncakes. With China's Mid-Autumn Festival approaching on September 29, local producers report unprecedented demand for their signature green tea-infused pastries – a modern twist on a 3,000-year-old tradition.
Known for its premium matcha cultivated in misty highland fields, Jiangkou has transformed this powdered green tea into mooncake fillings that balance earthy bitterness with sweet red bean or lotus paste. The combination has resonated with health-conscious consumers, with orders tripling compared to 2022 according to local bakery cooperatives.
"We're operating three shifts daily," said Zhou Mei, production manager at Jiangkou Traditional Foods. "The matcha mooncake's appeal spans generations – older customers appreciate the tea's antioxidant properties, while younger buyers love the photogenic green hue for social media."
This surge reflects broader trends in China's $2.1 billion mooncake market, where innovative flavors now account for 40% of sales. Analysts note Jiangkou's success stems from strategic positioning: leveraging its UNESCO-recognized tea terraces while meeting demand for premium, Instagram-friendly festival foods.
As families prepare for moon-viewing gatherings, the matcha mooncake rush underscores how traditional festivals continue evolving – blending heritage with contemporary tastes across Asia's dynamic cultural landscape.
