Introduction of mooncake
Mooncake is a Chinese bakery product traditionally eaten during the Mid-Autumn Festival. The festival is for lunar worship and moon watching, when mooncakes are regarded as an indispensable delicacy.
Traditionally, mooncakes are offered between friends or on family gatherings while celebrating the festival. The Mid-Autumn Festival is one of the four most important Chinese festivals.
Mooncake Face- consumption
In today’s China, the meaning of mooncake has changed fundamentally. It means much more than a kind of bakery product. It’s more like a kind of face consumption goods now.
And many people have to pay for its extra meaning. We can see the importance of gifts from the data released by National Bureau of Statistics of China: Individuals spend ￥506 billion gifts and groups spend ￥768 billion on gifts in 2011.
For common people, Mid-Autumn not only means a t festival for family to get together but also means the time for sending gifts. However, to prepare gifts is not an easy thing. As most people choose mooncakes as gifts for friends and colleagues. However, it has lasted for decades and you can hardly find some mooncakes special that can keep it in receiver’s mind.
Company and government employees
Most companies in China have made budgets for gifts. And Mid-autumn is time to use the budget. And again, most people choose mooncake as their gift for their customers, officials and partners.
On one hand, companies make a pretty big budget for that, on the other hand, you have to choose the right type of mooncakes and send them to the right people.
As a result, cheap traditional mooncakes that Chinese have eaten for decades have lost its market. It has become a kind of high class food.
At the same time, most local companies focus on making gift mooncakes. Some companies have even made real gold and silver mooncakes to attract gift buyers.
Foreign companies also discover that mooncakes can help them make money and make new types of mooncakes such as icecream, coffee, green tea mooncakes to attract young Chinese buyers.
Although gift mooncakes take the most market, most people do not like those expansive gift mooncakes as the following posts online:
“those mooncakes cost over ￥10,000 are not belonged to food, but tools to corrupt officials.”
“if zongzi and mooncakes at sky-high price still smell like food, those real gold and silver mooncakes simply smell stink of corruption and money”