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Before the Mid-Autumn Festival, each year, the Chinese moon cake market is flooded with various brands, flavors and packaging.
Baked pastry is a traditional Chinese food that symbolizes family gatherings and is consumed as an important part of celebrations. As the digital economy and cross-marketing in China develop, the moon cake is no longer simply a food, but also a carrier of the gift-sending culture and social campaigns of brands.
Ahead of the festival, which falls on the National Holiday this year, several Chinese companies diversified their offerings to include the round delicacy, as the mooncake market heats up in the country.
Mooncakes are a traditional festival food that symbolizes family gatherings and is consumed as an important part of celebrations. / Xinhua
Mooncakes are a traditional festival food that symbolizes family gatherings and is consumed as an important part of celebrations. / Xinhua
A fight of moon cake makers
The market is heating up. Hot pot brands are joining the race for the hearts and wallets of Chinese consumers, milk tea brands have also launched their own salty and sweet concoctions, and lifestyle brands have launched gift boxes. co-designed with famous designers.
In some places, competition creates illegality in the food and beverage market for profit. Some mooncake makers label food with false expiration dates to extend the sales period. Some print misleading messages on the packaging, such as saying that their products can lower blood pressure. Such actions go beyond the line even more seriously on e-commerce platforms.
In Jiangxi Province, the monitoring department formed a team for quality checks of moon cake before the festival. They believe that both legal actions and market regulations should be applied to ensure food safety for the public.
Entering the market is not easy. All brands must ensure that their products comply with the food safety laws of the country. Since 2008, Chinese mooncake makers need to acquire a QS certification, an official safety document that sets standards for the workshop area and manufacturing equipment, among other conditions.
The Chinese moon cake market is a great cake. / VCG
The Chinese moon cake market is a great cake. / VCG
Say ‘No’ to waste
Mooncakes are becoming popular again in China as more brands create new flavors like milk tea, cream, matcha, and yogurt to attract customers. Cross-channel marketing to sell traditional food creates a “enjoy to buy” atmosphere. While people generally like to gift mooncakes to their friends, family, and co-workers, many don’t like to receive them. Hence, more waste is produced as this cake is served more as a party favor than a type of food.
According to a “mid-autumn survey” by an eco-organization in Hong Kong, the waste of mooncakes could exceed one million each year. Many families throw mooncakes after the festival. Throwing away mooncakes is not just a food waste problem, it puts a burden on landfills.
In Guangzhou, southern China, local supervisory authorities inspected companies producing overpacked moon cakes and removed those foods from the shelves until they replaced the packages.
The waste problems arising from the Mid-Autumn Festival celebration are alarming. / VCG
The waste problems arising from the Mid-Autumn Festival celebration are alarming. / VCG
Mooncake packaging affects people’s purchases as well. Since mooncakes are often bought as gifts in fancy packaging, recycling problems are serious. This year, more young people are choosing to buy eco-packaged mooncakes with simple containers and recycled materials. Although these represent only a small part of the market, the waste reduction policy is working.
In China, Mid-Autumn Day is a festival for happy reunion, so turning passion into family and friends may be what people should do.
