A longstanding Mid-Autumn Festival staple, mooncakes are seeing shifting market trends this year, driven largely by young consumers.
The Mid-Autumn Festival, celebrated annually on the 15th day of the eighth month on the Chinese lunar calendar, fell on Sept. 25 this year. As one of China's most important traditional holidays, it is a joyous time when families come together, appreciate the full moon and share mooncakes, to mark the harvest season.
Among the most iconic foods of the festival, mooncakes traditionally symbolize reunion and togetherness. As the market evolves, elaborate gift boxes are giving way to simpler packaging, while individually sold mooncakes are becoming more common. The focus is shifting from mooncakes as gifts to treats people can enjoy themselves.
"Our customers are mainly between 18 and 35 years old. As we understand it, they are quite self-focused. They tend to be more individualistic and care more about their shopping experience. They're less concerned about product labeling," said Tang Lingyan, a planning manager of Xin Yin 1950.
As consumer preferences shift, brands are responding with eye-catching designs, fresh flavors and more intricate details.
"Young consumers possess a keen sense for new flavors and are highly receptive to them. They also care more about whether the ingredients are healthy. So we're bringing ingredients like matcha and rose into mooncakes. For the packaging, we focus on the idea of reunion and creating a festive atmosphere," said Yang Jieting, founder of T.matata Dessert.
Industry data shows that during the 2026 Mid-Autumn Festival season, 50.4 percent of consumers bought mooncakes for their own consumption, reflecting a growing preference for smaller, lighter products.
Health-conscious choices are also gaining ground. Searches for "low-sugar mooncakes" on JD.com surged 320 percent year on year, prompting traditional brands to rethink their recipes and develop products that better fit changing consumer preferences.
"This year, we launched a reduced-sugar version of our red pastry, known as the low-sugar red pastry. It's been very well received, and it's almost sold out," said Zhang Chao, director of Logistics and Services Center at Guizhou TV.
Young Chinese consumers look for mooncakes with unique designs, fresh flavors
Beijing's "12345" citizen service hotline stands as a prime example of China's people-centered urban governance that creates a responsive channel to increase public engagement in addressing their concerns and complaints, according to a Hong Kong-based scholar.
Ho Tat-kei, dean of the College of Liberal Arts and Social Sciences of the City University of Hong Kong, highlighted the city hotline's important role in an interview with China Global Television Network (CGTN) at the Beijing Citizen Hotline Service Center.
The hotline is part of a citywide initiative which was launched in the Chinese capital in 2019, integrating more than 60 services into a single unified hotline telephone number -- 12345 -- which serves as the primary channel for more than 20 million Beijing residents to voice their concerns while allowing a swift response mechanism for public complaints.
Ho said the hotline stands as prime example of the broader service system established across China that enhances people-centered urban governance through technologies and data analysis.
"What's unique about Beijing 12345 hotline system and also the Chinese hotline system in general is that I think we have put it into a higher horizon. We definitely are very people-focused. We focus on what problems and what concerns people have, but we add onto that using technological approach, data, evidence-based approach to handle the problems, to analyze the problems, to equate the problems and to track the problems," he said.
Ho added that the hotline also demonstrates that China has created a unique mechanism that increases public participation in improving urban governance and democratic governance.
"The government is doing something for the people to enhance their well-being, to solve their problems. By the people -- they have channels to participate, to express their opinion. And of the people -- they together form the government, right? They are the government," said the Hong Kong scholar.
"So, from that perspective, if you put democratic governance from that perspective, I suddenly realized that China has our own paradigm of urban governance and democratic governance, because 12345 is a mechanism that allows people to participate. China's paradigm of urban governance, of responsive policy making, of democratic governance is that we are transparent, we are accountable, we're responsive, we are data evidence-based and we are participatory," he said.
Beijing's hotline system stands as example of China's people-centered urban governance: scholar
