The Mid-Autumn Festival is approaching, and mooncakes have become the protagonist of the Mid-Autumn Festival market. Recently, reporters visited some supermarkets and dealers in Lanzhou City and saw that in this year’s mooncake market, in addition to various traditional mooncakes such as lotus paste and bean paste, there are also many new mooncakes represented by flower mooncakes, ice cream mooncakes, and fresh fruit mooncakes. Among them, the combination of fresh fruits + mooncakes is the first in the industry and has been favored by consumers as soon as it was launched. At the same time, the reporter also saw that this year’s mooncake market has more and more cultural elements integrated into it, from fillings to shapes, from packaging to concepts. In particular, the Dunhuang IP (intellectual property) series of Mid-Autumn gift boxes are particularly eye-catching. A small mooncake has become the carrier of Gansu culture.
Fresh Fruit Mooncake debuts in Cash City
"This 'Fresh Fruit Mooncake' is a breakthrough in traditional mooncakes that only use winter melon puree combined with fruit essence. It is a mooncake with an original quadruple filling technology, which meets consumers' needs for health and nutrition. It is the first seasonal product in the industry.” In the center of Lanzhou, a salesperson at a snack store called “Best Store” introduced the new mooncakes featured in the store to reporters. The reporter saw that this fresh fruit mooncake comes in four flavors: grape, lemon, white peach, and strawberry. The color of the mooncake is macaron, which is very in line with the preferences of young consumers. According to Yang Yinfen, President of Bestore, in the future, Bestore will also use Dunhuang specialty fresh fruits such as Li Guangxing as ingredients for its new fresh fruit mooncakes to help promote Dunhuang culture.
"As a seasonal food, mooncakes should return to the nature of the food itself, which is delicious, healthy and nutritious, and in line with people's pursuit of taste." Ms. Zhang, who was shopping for mooncakes in the store, told reporters that she was interested in the general public. For most people, mooncakes have now become a social product, more like a holiday accessory, while the properties of mooncakes themselves as a food have been gradually ignored. "I would rather buy a mooncake that is delicious and has a festive atmosphere. I tried this fresh fruit mooncake and I like it very much. I hope my family will like it too," said Ms. Zhang.
Traditional mooncakes are still popular
In addition to new mooncakes such as "flower mooncakes", "fresh fruit mooncakes" and "ice cream mooncakes" that are favored by consumers, traditional handmade mooncakes are also performing well in the pre-holiday market.
"I bought this 'giant' mooncake. I plan to cut it up during the Mid-Autumn Festival. Each family member will eat one piece. When put together, it will form a circle, which means reunion and good meaning." A restaurant near Wuquanshan Vegetable Market In a safe food store, a consumer who was shopping for mooncakes chose a traditional mooncake with lotus paste flavor and a diameter of about 15 centimeters. “One is enough for a family. It not only has the meaning of reunion, but also We have put into practice the call to save. “Our traditional mooncakes are selling well this year, and many consumers come to buy them. In terms of taste, traditional flavors such as lotus paste, egg yolk, and bean paste are very popular. "The sales staff in the store told reporters that the mooncakes in the store are all freshly made, and are favored by consumers in terms of appearance and taste.
The cultural elements of seasonal food are becoming more and more intense.
During the visit, the reporter found that as a festival food, mooncakes The packaging of gift boxes is increasingly characterized by local cultural characteristics. Festival elements such as "Mid-Autumn Reunion" and "Chang'e Flying to the Moon" are combined with elements such as flying dancing girls, nine-color deer, three rabbits sharing ears, and the bright moon, and are applied to the gift boxes in the form of illustrations, which is eye-catching. A bright light. The reporter saw that the color selection of a mooncake gift box specifically extracted Dunhuang colors of red, three greens, and cyan blue. In the selection of elements, it was found to be consistent with the Mid-Autumn Festival reunion and Chang'e's flight to the moon from the Mogao Grottoes murals. Elements with more appropriate meanings, such as flying dancing girls, nine-color deer, three rabbits with shared ears, bright moon, etc., integrate the ancient Dunhuang culture into the gift box. In terms of structural technology, traditional Dunhuang patterns are extracted, and bronzing and hollowing techniques are used to add them. The light-transmitting structure inside the upper lantern highlights the beautiful message of Mid-Autumn reunion that is conveyed behind the gift box.
“We worked together to create the Dunhuang co-branded gift box, which is a continuation of the ‘visual high-end’ of Bestore products.Zhang Guoqiang, co-founder and chief cultural officer of BESTORE, told reporters that the e-commerce platform uses "national trends" to inject cultural power into the brand, injects new elements into the creation of popular IPs, and allows more people, especially young people, to have opportunities. Understand Dunhuang culture, fall in love with Dunhuang culture, fall in love with Gansu culture, and inherit traditional Chinese culture. On September 26, Bestore held a donation ceremony in Dunhuang to donate to the China Dunhuang Grottoes Conservation Research Foundation to help build ecological protection forests. The prevention and control of sandstorm disasters in Mogao Grottoes allows the thousand-year-old Dunhuang culture to last longer and be passed on longer.
Lanzhou Daily All-Media Reporter Jiang Lingwen/Photo
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