Cultural and creative moon cakes are also fashionable

As soon as the Mid -Autumn Festival, moon cakes will become the protagonist in the Chinese shopping cart. Don't look at the small moon cakes that are very seasonal foods, but it is no longer the exclusive business of traditional food companies. In recent years, the Wenbo venue and cultural and creative institutions have also made moon cakes, so that moon cakes have become a carrier to show traditional customs on the function of enjoying the taste and ceremony.

According to Ai Media data, from 2015 to 2021, the sales of Chinese moon cakes were on the rise, from 13.18 billion yuan to 21.81 billion yuan, and it is expected that Chinese moon cake sales will reach 24.38 billion yuan in 2022. In the current development of the moon cake industry, new youth groups such as "Gen Z" have become the main consumer army, and this group prefers new flavors. Because the consumption concept of the "Gen Z" group is affected by new trends, and has strong personalized needs, moon cake companies should pay high attention to young people's demands for taste, packaging and health, and in depth to understand the changes in the consumer market, Create explosive models. Among them, the cultural and creative moon cakes launched by each museum this year allowed moon cakes to return to the culture itself, which can be said to be countless.

The reporter saw on Taobao's "Irough Flagship Store" that a series of different styles of the theme mooncakes of the Forbidden City Mooncakes, which was authorized by the Palace Museum, was selling hot, and even some products had been sold out in advance. These moon cake gift boxes include the collected cultural relics into it. For example, the moon cake box is the "Cantonese Embroidered Bird's Polynuts" and "Cantonese Embroidered Bird Map Hanging Screen". Focusing on Su Guangyun. After eating moon cakes, gift boxes can also be collected or used in secondary use.

The first cultural and creative moon cake launched by the Gansu Provincial Museum, which was concerned about the "Green Horse Doll", used the copper horses, the dwarf, the head -shaped copper lamp, the lotus -shaped glass cup, the vortex Eight representative cultural relics of color pottery, rebound pipa and Feitian corresponding to 8 unique flavors such as Hong Kong -style milk yellow flowing heart, Qingmei Longjing Xuemei, cheese red wine, and Yangzhi Ganlus, etc. The timeline shows the heritage and charm of Gansu culture.

The cultural and creative moon cakes developed by the Luoyang Museum combine the four representative museums of cultural relics in the four representative museums of the Baiyun Cup, Shi Qi Evil, Sancai Black Glazed Horse, and Beast Facial Copper Fang Ding. The characteristic cultural connotation. The relevant person in charge of the Luoyang Museum said that the "Meeting Luo Bo" series of cultural and creative snacks launched this time is to combine the creative transformation of the concept of food design and the Cultural Bo IP resources, and combine the food with the culture through creative design. In the next step, the Luoyang Museum will also strengthen cooperation with local enterprises, cut in from food, and spread traditional culture in the style of modern national tide.

Many food companies also cooperate with branded Mid -Autumn Festival Mooncakes with aerospace and postal products, allowing consumers to expose more creative and meaningful new national tide -style moon cakes. The production of cultural and creative moon cake gift boxes jointly co -branded by the Rongli Hotel and China Aerospace Culture CASCI is inspired by the development of Chinese aerospace. The gift boxes are divided into three versions -youth version, starry sky and dream version. The youth version of the packaging design is biased towards the cartoon style. The starry version of the packaging is biased towards the aesthetic style of the literary and artistic style. The design of the dream version is the most creative. When you open the moon cake box, you can see that there are rockets on both sides of the box. Let consumers experience the progress of the space industry and enhance their pride. China Post, a subsidiary of China Post, collaborated with Hagens Dazs and Tencent Video Grass venues to launch moon cake ice cream gift boxes, designed the cover of creative inspiration to design gift boxes with "Thousands of Miles and Mountains". China is full of style.

In addition, this year, there are many new gameplay such as moon cake blind boxes and surrounding toys, which are loved by young consumers. For example, Disney launched a blind box moon cake, which created classic cartoon anime IP images such as Mickey Mouse and Donald Ducks into a unique outer packaging box for moon cakes, and the moon cakes contained in different fillings are like the blind box. This popular form of entertainment is combined with moon cakes, making it a layer of fun to eat moon cakes.

Rabbit is the iconic object of the old Beijing Mid -Autumn Festival. The Jiutu Fang Studio of Beijing combined the cultural and creative products of "Rabbit" and the moon cakes. It launched four Mid -Autumn Festival gifts such as Raboy Mud Plastic and Jade Rabbit. Qiao Hongxia, general manager of Ji Rabbit Fang, said: "We have not only 6 moon cakes in our gift box, but also a little rabbit or a jade rabbit.

Chen Bin, Secretary -General of the China Tourism Association's Tourism Products and Equipment Branch, said that cultural and creative moon cakes are very popular, which is essentially its additional cultural attributes that meet the psychology of the public, especially young people. Cultural and creative products, including cultural and creative moon cakes, are culturally expression. Through physical carriers such as moon cakes, traditional culture has been visually displayed and conscious. Under the blessing of creativity, traditional culture has stimulated new vitality, and has also been injected with elements such as fashion and trends. Such cultural and creative moon cakes naturally make young people shine. The favor of young people will further promote the inheritance of traditional culture.

Chen Bin introduced that many foreign museums and hotels have already creatively developed various gourmet products. The entire food industry chain is very mature and market sales are very large. Some museums of food sales even account for about 70%of all cultural and creative products. In recent years, the research and development of cultural and creative products in domestic museums has also begun to extend to food direction. You can learn from foreign advanced experience and methods to vigorously develop the food cultural and creative market space.

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