Mid-Autumn Festival delicacies see a transition toward smaller, less lavish and more healthy offerings 

On a recent shopping trip in Beijing, Huo Ran noticed something different about this year’s mooncakes — they were smaller than usual. She refers to them as “bite-sized delicacies”.

The shop had just introduced a new pork-filled mooncake ahead of the Mid-Autumn Festival, which falls on Sept 17 this year.

Priced at 20 yuan ($2.80) a box — the same as last year — the packaging is smaller, and the mooncakes are about half the usual size.

“I can finish a box of six in one go,” said Huo, 36, who works for a magazine in Beijing.

The national capital is part of China’s sweet-mooncake-loving northern regions, as opposed to the southern areas that prefer more savory varieties.

“Eating smaller portions of high-sugar, oil-laden mooncakes isn’t a bad idea,” Huo said, adding that she had faced challenges finding friends to share larger mooncakes with, to prevent waste while also managing her calorie intake.

Huo said she had never favored “gift box” mooncakes, with lavish packaging but scant offerings, because “they’re just for show”.

As the Mid-Autumn Festival arrives, the mooncake market in China is shifting toward simpler, more health-conscious treats.

Expensive, elaborate gift boxes are fading from the shelves, with consumers opting for more reasonably priced options and shunning excessive extravagance.

According to the 2024 Mid-Autumn Mooncake Industry Trends Report published recently by the China Association of Bakery and Confectionery Industry, this year’s mooncake output is estimated to be around 300,000 metric tons, with sales revenue of about 200 billion yuan, on a par with last year.

However, mooncake gift boxes priced above 500 yuan and luxury options such as shark fin mooncakes are scarce this year, the report said.

The lavish packaging of mooncakes has long been a target of public scorn for its role in corrupt gift-giving traditions during festivals.

Chinese media have lauded the move toward minimalism in mooncake packaging as a success in a crackdown on overpriced mooncakes and a shift toward more rational consumer choices.

In 2022, the National Development and Reform Commission, or NDRC, and three other departments jointly issued a circular to control the exorbitant prices of mooncakes and make the traditional treat an affordable consumer product once again.

On Aug 27, the NDRC announced on its WeChat account that the departments will double down on such efforts this year by enhancing industry self-regulation and market inspections to uphold a positive market atmosphere and festive ambience.

When buying mooncakes, most consumers say they prioritize taste and quality over packaging.

In response to the shift, manufacturers like Suzhou Daoxiangcun have introduced new products catering to health-conscious consumers by using buckwheat flour for the crust and reducing sugar content while boosting nutritional value.

Innovative flavors such as black truffle, chocolate and durian are gaining traction among younger consumers, reflecting rising demand for diverse and unique taste experiences.

Chen Huiqiao, a news columnist in Xi’an, Shaanxi province, has a keen interest in unconventional mooncake flavors. The mother of two has heard about mooncakes with new flavors such as Kweichow Moutai, a high-end Chinese liquor, and Szechuan beef, a signature spicy dish from Sichuan province.

She said she wanted to try these soon with like-minded friends.

“Some mooncake brands have also introduced mooncakes with exotic tastes, such as curry chicken, Italian tiramisu, Japanese matcha red bean and other flavors to attract a diverse consumer base,” Chen said, adding that such nontraditional mooncakes have a bright market outlook, especially among the younger generation and consumers seeking unique experiences.

However, Liu Xiaofei, who works in publishing in Beijing, said he preferred mooncakes with more traditional fillings such as black sesame, red bean and shredded coconut meat. “I might try novel flavors if there are free samples, but I am unlikely to pay unless they are truly tasty,” he said.

Meanwhile, the Shanghai Mental Health Center has unveiled a unique and thoughtful offering for the Mid-Autumn Festival — a mental health-themed mooncake gift box aimed at raising public awareness and promoting mental well-being.

As part of its annual seasonal specialty, this year’s gift box stands out with artistic designs and as an innovative cultural product tailored to public preferences.

Adorning the packaging are six paintings created by patients with mental illnesses, carefully selected from the center’s No 600 Gallery. These artworks, characterized by abstract lines and vibrant colors, offer a glimpse into the inner worlds of the talented artists, showcasing their creativity and unique perspectives.

As a touching addition to the gift box, a watery blue handheld fan is included, inscribed with printed words of blessing such as “gentle breeze”, “happiness” and “peace of mind”, which encapsulate the center’s wish for all individuals to experience a life free from mental suffering and find solace in tranquility.

The Shanghai Mental Health Center has seen a surge in popularity of its mooncake gift boxes, produced by the center’s canteen and previously only reserved for the center’s employers and patients, in recent years.

The center has since tapped into the mooncakes’ popularity to continue its mission to promote mental well-being, spark conversations about mental health and offer a message of hope and positivity during the festive season.

Elsewhere, mooncakes shaped like charming pandas were offered at a Sino-French food event held at the Rothschild Mansion, situated near the Arc de Triomphe and serving as China House, during the 2024 Paris Olympics in August. Nearly 10,000 guests from around the world were treated to this exceptional fare in the French capital.

Chez Papa, a well-known Parisian restaurant, offered classic French dishes, including confit duck legs, snails and sheep’s milk cheese, while Chinese chefs presented Sichuan classics, such as spicy chicken, chicken tofu pudding, Dongpo pork, Dongpo roast duck, and pickled vegetables. The diverse array of flavors from both culinary traditions received widespread acclaim from attendees.

Contact the reporters at lilei@chinadaily.com.cn