Mid-Autumn Festival cultural and creative mooncakes are popular and "out of the circle"

The Mid-Autumn Festival cultural and creative mooncakes are popular “out of the circle”

The Mid-Autumn Festival cultural and creative mooncakes are “out of the circle” in popularity. In recent years, cross-border marketing of co-branded traditional IP or fashion trends in the mooncake market has not Not uncommon. These beautifully crafted mooncake gift boxes with profound cultural connotations mainly feature Cantonese-style mooncakes. Well-packaged and exquisitely made Cantonese-style mooncakes have become the first choice for consumers visiting relatives and friends. Mid-Autumn Festival cultural and creative mooncakes are "out of the circle" in popularity 1

As the Mid-Autumn Festival approaches, the annual "Mooncake War" has begun again . Recently, hospitals, museums, cigarette factories, fashion brands, milk tea brands, etc. have all launched mooncake marketing. Some stores such as Daoxiangcun, Master Bao, and Hema in Beijing have also begun selling freshly baked mooncakes, which are welcomed by many diners.

On the one hand, there are more and more dim sum shops selling freshly baked mooncakes, and on the other hand, cross-border innovative and exquisite mooncakes are attracting attention. In the "mooncake war" that has lasted for many years, the mooncake market in the north and the south has gradually differentiated, and different marketing paths have been found, which has also brought more choices to diners.

Cross-border cultural and creative mooncakes are "out of the circle" again

"The people at the end of the long queue can no longer tell whether they are registering or buying mooncakes." Not long ago, Shanghai Mental Health The center's Minhang staff canteen launched "No. 600 Wanping South Road" mooncakes, each with the words "Shanghai Mental Health Center" and the image of a "brain" printed on it. The appearance of the Olympic medal as "gold inlaid with jade", the gimmick of "coming from a mental hospital" and the super cost-effective price of 8 yuan each made this mooncake quickly become popular.

Since this mooncake is not for sale to the outside world, a large number of fanatical calls for “organizing groups to register to buy mooncakes” and “asking for purchasing agents” appeared on social platforms. The reporter noticed that although the Shanghai Mental Health Center has clearly stated that this mooncake can only be purchased by employees in the canteen with a credit card, there are still many purchasing agents on the Taobao platform. The price of 6 mooncakes has risen to a maximum of 499 yuan, and there are many more. Merchants sell “knock-off” products with identical designs.

In recent years, cross-border marketing of co-branded traditional IP or fashion trends is not uncommon in the mooncake market. This year's Mid-Autumn Festival, China Hotel and the Guangzhou Museum jointly created the "Lost Mooncakes" to restore the five flavors in the "Recipe for Making Mid-Autumn Cake Ingredients" collected by Guangbo Museum; Songhelou collaborated with the Suzhou Museum across borders to create "The Lost Mooncakes" by Wen Zhengming. Inspired by "Three Wonders", the "Mid-Autumn Festival to the Moon" mooncake gift box was launched; Xinghualou teamed up with the international food giant Nestlé to follow the trend and launch plant-based meat mooncakes with five kernels.

The reporter noticed that these beautifully crafted mooncake gift boxes with profound cultural connotations are mainly Cantonese-style mooncakes. Colorful pie crusts are often beautiful in shape, and some also contain elements such as artistic calligraphy and hand-painted patterns, and are wrapped with various traditional or trendy fillings, making many diners increasingly reluctant to eat them. On social platforms "Mooncakes" have become one of the more and more important functions of these gift boxes.

Freshly baked mooncakes are a hot seller at the counter

Compared with the "arrangement" of many cultural and creative mooncake gift boxes, freshly baked mooncakes have won many awards due to their freshly baked best taste. The taste buds of diners. The reporter noticed that there are currently 9 stores in Daoxiang Village in Beijing selling freshly baked mooncakes. Since they were launched, there are often long queues at the freshly baked mooncakes. "I waited in line for more than half an hour to buy one. The freshly baked mooncakes are crispy and fragrant. It was worth the wait," said Mr. Li, a citizen who was shopping at the stall.

"Internet celebrity" Chinese pastry brand Master Bao also launched handmade freshly baked mooncakes during the Mid-Autumn Festival this year. The crust crumbles with one bite and is paired with classic filling recipes such as lotus paste and egg yolk, which has attracted many "fans" "Shouting surprise. “I couldn’t finish the mooncakes I bought at home in a month, but this time I bought freshly baked mooncakes that were all gone in less than two days,” said citizen Xiao Jiang. According to the staff at Master Bao’s store, since its launch, the popularity of freshly baked mooncakes has even been as popular as the classic product Pork Floss and Xiaobei.

A month ago, Hema Workshop’s Soviet-style freshly baked mooncakes were also launched in stores across the country.

In addition to the fresh meat, custard liquid heart, mustard salmon and other flavors in previous years, the Beijing area has also launched a new crispy beef mooncake with rattan pepper flavor this year. The Hema Workshop store in Shanghai even sells beef brisket, beef louver, beef tendon, beef tongue, Beef tripe, porcini sauce, tofu skin, yuba, and bamboo shoots are skewered together, paired with the spicy rattan pepper pot bottom, red oil mixed with sesame seeds, to make "cold pot skewers and freshly baked mooncakes."

According to Hema, in the past six years, Hema Workshop CEO has developed more than 30 types of freshly baked Soviet-style mooncakes, and has successfully promoted this exclusive snack in Jiangsu, Zhejiang and Shanghai. Nationwide. "It is estimated that the overall sales of Hema Mooncakes will increase by 15% this year," said a relevant person in charge of Hema.

"North and South Mooncakes" have taken different marketing paths

Reporters recently visited various supermarkets and found that in the Mid-Autumn Festival gift market, well-packaged and beautifully made Cantonese-style mooncakes have become consumers' favorite choice. The first choice for visiting relatives and friends, and in various dim sum shops, freshly baked mooncakes with fragrant fragrance are the most popular varieties purchased by diners on a daily basis. Handmade freshly baked mooncakes are made and sold now, have a short storage period, and tend to pay more attention to the crispy taste. However, Cantonese-style mooncakes, which are mainly targeted at the gift market, compete crazily in terms of shape and appearance.

VIP Tower Hotel launched a chess-shaped mooncake gift box this year. The square and big red gift box contains mooncake boxes shaped like "cars", "horses", "cannons" and other chess pieces. There are colorful mooncakes inside. Traditional fillings such as white lotus egg yolk and date paste are also available, as well as innovative flavors such as lemon cheese and osmanthus fermented cheese. The National Museum’s Peach Mountain Skin Mooncakes include petals, jade rabbits, peaches and other shapes, which are small and exquisite.

In order to reduce the waste caused by discarded packaging, the mooncake gift box launched by Heytea this year also fully considers the secondary use of the packaging box, using a strong, highly transparent acrylic box as the inner packaging. After eating the mooncakes It can also be used as a storage box to hold cosmetics, blind box toys, stationery and other items. Tang Palace Hotel’s mooncakes this year are packaged in handbags. After eating the mooncakes, you can also take the handbags with you when shopping, thus realizing the reuse of mooncake packaging. The popularity of Mid-Autumn cultural and creative mooncakes "out of the circle" 2

Light up a bright moon on the mooncake box, print the school emblem on the cake crust, and "eat" the ancient buildings along Beijing's central axis in one bite... The Mid-Autumn Festival will Nowadays, festival cultural creations are popular, and museums, universities, and libraries are launching creative competitions. They are not only full of ingenuity in appearance and design, but also pay more attention to reflecting cultural connotations and practical functions.

As the first cultural and creative originator to “break out of the circle” in the cultural and museum world, the Forbidden City has launched Mid-Autumn cultural and creative products such as mooncakes, earrings, bracelets, and paper-carved lanterns. The paper carving lanterns are embellished with the gorgeous peonies on the gold lacquered emerald glass screen of the Qing Dynasty. In the center of the picture, the Forbidden City cat squats on a Taihu stone, revealing its innocent back, overlooking the Forbidden City under the full moon, cleverly integrating the cultural connotation of the Forbidden City with the Mid-Autumn Festival imagery. .

Forbidden City Paper Carving Lamps

The mooncake gift box jointly launched by the Forbidden City and Daoxiang Village is based on the painting "Thousands of Miles of Rivers and Mountains" by Wang Mengxi of the Song Dynasty collected in the Palace Museum. The small landscapes in ancient paintings are designed into mooncake patterns, and the yellowish background color of famous paintings and the green of thousands of miles of mountains and rivers are selected to integrate the colors of handed down masterpieces into the cake skin. It has been widely sought after since its launch, with sales exceeding 20,000 in less than half a month after its release.

The National Expo mooncakes are designed with images such as jade rabbit, persimmon, maple leaf, white lotus, etc., which made netizens call them “beautiful and exquisite” and “can’t bear to eat them”. The gift box is in the form of an old Beijing food box with a furoshiki design. Citizen Mr. Gu showed reporters that “the furoshiki has patterns of jade rabbit, moon and laurel tree, and it can also be given to elders as silk scarves.” When you open the gift box, you will see the exquisite paper-carved lid, which uses the collection of cultural relics "Ducai Red Cliff Ode Round Lacquer Plate" as an element to restore the distant mountains, autumn moon and other images in Su Shi's "Red Cliff Ode". "A battery is attached to the lid and it becomes a lamp." The small night light gives people a wonderful feeling of 'holding the moon in one's arms.'" Guobo's official online store shows that the mooncake gift box is limited to 300 pieces and is currently sold out.

National Expo Mooncakes

The Mid-Autumn Festival cultural creations of the First Expo are full of old Beijing characteristics, and the cultural and creative products designed with the "Rabbit Lord" as the element are deeply loved by consumers. .

“The Lord Rabbit is a special thing in old Beijing during the Mid-Autumn Festival, which means good luck, good fortune and good fortune.” A staff member of Shoubo Cultural and Creative Industries introduced that in addition to the Rabbit ornaments with the theme of the twelve zodiac animals, Shoubo Cultural and Creative Industries also integrated the Rabbit elements into the refrigerator. In the design of daily necessities such as stickers, keychains, and notebooks. "Today's young people like to keep accounts, so stationery with Lord Rabbit elements is particularly popular."

Lord Rabbit Cultural Creation

Source of inspiration for Mooncakes in the first exhibition From the ancient buildings on the central axis of Beijing, the pattern selects representatives of 7 classic palace gates and archways on Jingde Street within the central axis. Shobo Culture customer service told reporters that the mooncakes were put on the shelves on the 3rd of this month and were quickly booked out.

Shobo Mooncakes

In addition to leading players such as the Forbidden City, National Museum, and Shobo, which occupy a large share of the Mid-Autumn Festival cultural and creative market, they introduce new products every year, as well as universities , libraries join the battle of Mid-Autumn Festival cultural creation.

The National Library launches the "Chinese Charm" mooncake gift box for the first time. Inspired by the bright color picture book "Food Materia Medica" collected by the National Library of China, the cake is decorated with four traditional auspicious food patterns: gourd, pomegranate, peanut and persimmon. The leather contains the beautiful meanings of good fortune, good fortune, good fortune, everything goes well, and good fortune, and has received praise from consumers as "a full sense of culture"!

The participation of universities also makes the cultural and creative mooncakes full of cultural flavor. Tsinghua University Art Museum and Xianghe Pastry Shop, a time-honored pastry brand in Tianjin, have launched a joint mooncake gift box, which contains four mooncakes with meanings of "Nian Nian", "Meeting", "Shengyi" and "Safety", and comes with four "Chi Su Feelings of Tsinghua" "Exhibition of Letters from Scholars" letterhead and a blue and white underglaze red three-fruit pattern tall bowl, carrying the Tsinghua University's century-old academic style and scholarly sentiments.

Renmin University Mooncakes

Ren Pengfei, a freshman at Renmin University, sent a box of Renmin University mooncakes to his parents. He hoped to send Mid-Autumn Festival blessings to his family and share his experience. The joy of attending Renmin University, “I love Renmin University’s five-nut filling mooncakes the most. In fact, the taste is the same as other mooncakes, but it has an added commemorative meaning - it has the school emblem printed on it and can only be bought on the Renmin University campus.” It is reported that Peking University, Renmin University, Beijing Jiaotong University, University of Chinese Academy of Sciences and other universities have launched unique school emblem mooncakes on the occasion of the Mid-Autumn Festival to highlight campus culture and send holiday blessings to students.