As the Mid-Autumn Festival approaches, the market is already buzzing with mooncake activity. While bulk mooncakes have been available for a month now, it's the gift box versions that are making headlines this year. This season’s offerings are not just about luxury—they’re all about creativity and unique design.
In major supermarkets and bakeries across the city, the visual display of mooncake gift boxes has become the highlight. These boxes are now prominently placed, signaling the official start of the Mid-Autumn Festival atmosphere. Unlike previous years, where extravagance was the norm, this year’s trend leans toward more imaginative and unconventional designs.
The author observed that many of this year’s mooncake boxes are relatively simple in both packaging and pricing. Although there are some high-end options priced at several hundred yuan, most fall within the 100 to 200 yuan range. Even cheaper options are available, showing a shift towards more accessible and creative choices.
Despite the early listing of gift mooncakes, consumer interest remains low for now. According to industry insiders, most people are still waiting until closer to the festival. “Right now, we sell over 50 kilograms of bulk mooncakes daily,†said a manager from Walmart. “Gift boxes usually start selling more aggressively about 7 to 10 days before the festival.â€
One of the biggest trends this year is the “ass†mooncake, which has gone viral online. The design cleverly plays on the English word “moon†and the shape of a buttock, creating a humorous twist. A Hong Kong-based cake shop created a set of these novelty mooncakes, featuring four different designs. The box doesn’t reveal the pattern inside, so customers get a surprise when they open it—some have cheeky designs, while others feature playful elements like half-off jeans.
While the author didn’t find these specific mooncakes in Jinhua, the overall trend of using creativity to attract buyers is clear. From unusual fillings like corn, lemon, chocolate, mustard, salmon, chive, truffle, foie gras, and even Taiwanese stewed pork, to innovative crusts such as ice skin, taoshan skin, bamboo charcoal skin, and buckwheat skin, this year’s mooncakes are pushing boundaries.
Packaging has also seen a creative boost. Some brands are incorporating DIY elements into their boxes, turning them into photo frames or customizable greeting cards. Others have taken it a step further by printing personal messages like “Dad†or “Mom†directly onto the mooncakes, adding a heartfelt touch.
Industry experts believe that innovation is key to standing out in an increasingly competitive market. With the demand for traditional gift boxes declining, manufacturers are relying on fresh ideas to capture attention. As the festival approaches, it seems that this year’s mooncakes aren’t just about tradition—they’re about fun, creativity, and a little bit of surprise.
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