The 'minimalist style' of mooncake market cannot become a 'gust of wind'
2024-08-27
There is a saying that the "simple style" of the moon cake market cannot become a "gust of wind". "Bulk moon cakes are very affordable. If you eat them yourself, you can freely match the taste and quantity, and the price is also appropriate." Ms. Wang, who bought moon cakes in a supermarket in Chongqing, said, "If you give them away, I also prefer this kind of simple package of time-honored gift box..." It is more than half a month before the Mid-Autumn Festival, but the popularity of the moon cake market has begun to rise. This year, there has been a new phenomenon in the mooncake market: some brand mooncake packaging is "lightweight", mooncake portions are "slimming", and more emphasis is placed on healthiness. (August 26, Workers' Daily) Moon cakes are not only a traditional food, but also an important carrier of traditional culture. Eating moon cakes and watching the moon are common customs of Mid-Autumn Festival in all parts of China. However, for a long time in the past, the "sky high price" mooncakes, together with famous wine and tea, have created waves of "luxury wind", making the Mid-Autumn Festival "stale". It is gratifying that this year, the mooncake market in China has shown characteristics such as rejecting excessive packaging and promoting a "minimalist style", which is eye-catching. Overpackaging of mooncakes has always been criticized by society. Often, "giving mooncakes" becomes a reason for giving expensive gifts. Mooncakes are just a facade, and the items packaged together with mooncakes, such as famous cigarettes, liquor, tea, precious medicinal herbs, and even luxury goods, are the true content of gift giving. The phenomena of comparison, waste, and corruption have intensified with the luxurious packaging of mooncakes. Only by making the packaging popular and popular, and making the mooncakes sing the "leading role" and become "supporting role", can the food properties of mooncakes be highlighted, and the Mid Autumn Festival return from the "gift giving festival" to the festival of family reunion. From this perspective, the "minimalist style" that has swept through the mooncake market this year is the result of multiple factors. The improvement of social harmony, the general trend towards more upright values among the people, and the sustained high-pressure anti-corruption campaign are all driving forces behind the "minimalist style". Especially, this year is the first year that the new standards for mooncakes have been implemented (officially implemented on April 1st this year). The new standards specify that mooncake fillings should not use wild protected animal ingredients such as shark fins, and precious and rare ingredients such as bird's nests should not be used. Removing extravagance from mooncake packaging in terms of standards and systems is an important force in promoting the formation of a "minimalist style". It is worth considering which factors contribute to this' minimalist style 'can exist indefinitely and which only appear temporarily. If too many factors only appear temporarily, they may disappear after a while, and this "minimalist style" is likely to be difficult to sustain for a long time. After the "trend" subsides, everything will return to its original state. Only by making more variables constant and ensuring that mooncake packaging becomes a trend from complexity to simplicity, can the "minimalist style" of the mooncake market continue to blow and steadily occupy the mainstream of the market. To achieve this, we need to make some long-term measures more solid and effective, and turn some effective temporary measures into long-term measures. Further clarification of mooncake standards, stronger constraints against extravagance and waste, and ensuring that various systems and regulations can persist and never leave are key to maintaining the "minimalist style" of mooncakes. We must also recognize that the social atmosphere will lead to the consumption trend of mooncakes. We must regulate the luxurious packaging of mooncakes in accordance with the law, and maintain the "minimalist style" for a long time. The fundamental solution is to curb unhealthy practices, promote positive energy, make interpersonal relationships more harmonious and beautiful, and promote the continuous improvement of social atmosphere. Although mooncakes are small, they can provide insights into society and reflect many human emotions and customs, even reflecting the purity of interpersonal relationships and social integrity. At present, the "simplicity" in the moon cake market is worth cherishing, but only by using the force of the wind and taking corresponding measures in accordance with laws and regulations to prevent the "simplicity" in the moon cake market from becoming a "gust of wind", can the strong festival atmosphere and simple folk customs form a superposition in the Mid-Autumn Festival, and keep the gratifying change of simplicity replacing luxury. (New Society)
Edit：NingChangRun Responsible editor：LiaoXin
Source：Beijing Youth Daily
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