jingwu quick review: let the mid-autumn festival mooncakes have a strong "cultural flavor"
2024-09-09
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zhou zezhong
as the mid-autumn festival approaches, the mooncake sales market is not satisfactory. according to data from the china bakery and confectionery industry association, the production of mooncakes this year is expected to be 300,000 tons, with sales of 20 billion yuan, which is likely to be the same as last year, or even slightly lower.
time-honored brands innovate, and cross-border players "enter the game". kumquat spanish ham, scallion beef, fermented pork, macadamia nuts... the novel combinations of mooncakes that appeared this year are indeed eye-catching. at the same time, some consumer and retail brands that are closer to young people have also begun to join the "battle", such as holiland, luxi river, chen xianggui, nayuki's tea, rt-mart, pupu supermarket, etc. it is not difficult to see that the mooncake market is moving towards a healthy and personalized "track" to seize the "taste buds" of young people.
inheriting traditional folk customs and improving the "cultural flavor" of mooncakes. there are many traditional festival foods in my country, such as glutinous rice balls, rice dumplings, etc., but mooncakes are different. they are deeply tied to the mid-autumn festival. even if the taste innovation is done well, it is difficult to integrate mooncakes into daily life. in this regard, we can learn from the experience of the popular folk custom of dragon boat racing during the dragon boat festival in recent years, pick up traditional customs such as moon and flower viewing, lantern viewing, and temple fairs, and keep pace with the times, so that mooncakes can play a finishing touch in folk activities.
to enhance the cultural flavor of the mid-autumn festival, a suitable carrier is very important. urban communities and rural towns can organize mid-autumn poetry gatherings and lantern-making activities to experience the ancient people's yearning for the bright moon in the artistic conception of "the bright moon shines on my bed, and the breeze blows into my room"; science and technology venues can carry out special science and technology activities such as aerospace science classes, inviting young people to observe the vastness of the universe, understand the changes in the phases of the moon, and explore the origins of astronomical phenomena such as lunar eclipses and supermoons. festivals are about excitement. if everyone is allowed to "entertain themselves", how can there be a festive atmosphere?
mooncakes are also a kind of cultural consumer goods, which play the role of interpersonal bond in expressing feelings. on the basis of flavor innovation, popularizing the folk culture of the mid-autumn festival will make mooncakes full of unique emotional value and bring new market vitality.
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