国内“嫌弃”的月饼，在国外成了顶流

Core Viewpoint - The article discusses the evolving market for mooncakes, highlighting a significant decline in domestic sales while overseas markets are experiencing a surge in demand, driven by cultural exchange and innovation in flavors and packaging [6][16][24]. Group 1: Domestic Market Trends - In 2025, the predicted sales of mooncakes in China are expected to decline by approximately 45.17%, with gift box sales dropping by 49.04% compared to previous years [6]. - The younger generation's increasing health consciousness and rational consumption trends are contributing to the waning popularity of traditional mooncakes [6][16]. Group 2: International Market Opportunities - Despite domestic challenges, mooncake exports have seen significant growth, with Hangzhou's mooncake exports increasing by about 250% year-on-year, and Yunnan's mooncake exports reaching 7,520 tons valued at 130 million yuan [16]. - The overseas market is embracing mooncakes, with various flavors and innovative products being developed to cater to local tastes, such as chocolate and cheese mooncakes in the U.S. [18][19]. Group 3: Cultural Adaptation and Innovation - Mooncakes are being adapted in different countries, with unique local variations emerging, such as the soft-skin mooncakes in Vietnam and durian-flavored mooncakes in Malaysia [12][18]. - The integration of cultural elements and modern aesthetics in packaging design is attracting a broader audience, with brands incorporating technology and local cultural motifs [19][24]. Group 4: Regulatory Challenges - Exporting mooncakes faces challenges due to strict food safety regulations in various countries, necessitating compliance with local standards, particularly regarding ingredients [21][22]. - Companies are adjusting their recipes to meet international regulations, often opting for "vegetarian fillings" to avoid restrictions on animal products [23]. Group 5: Competitive Landscape - The globalization of the mooncake industry is attracting competition from multinational companies, such as Häagen-Dazs, which has introduced ice cream mooncakes to appeal to younger consumers [25]. - The article emphasizes the importance of cultural storytelling and emotional resonance in marketing mooncakes to ensure long-term success in international markets [27][28].