国内“嫌弃”的月饼，在国外成了顶流

Core Viewpoint - The article discusses the declining sales of mooncakes in the domestic market during the Mid-Autumn Festival, attributed to changing consumer preferences among younger generations, while highlighting the growing popularity of mooncakes in overseas markets [5][6][7]. Group 1: Domestic Market Trends - In September, a prediction indicated that mooncake sales would decline by approximately 45.17% year-on-year, with gift box sales dropping by 49.04% [6]. - The younger generation's increasing health consciousness and rational consumption trends are leading to a gradual fading of mooncakes' cultural significance as a Mid-Autumn Festival staple [5]. Group 2: International Market Opportunities - Despite domestic challenges, mooncakes are experiencing a surge in popularity abroad, particularly in regions with significant Chinese communities [7][8]. - The tradition of eating mooncakes has been adapted in countries like Japan, Vietnam, and Malaysia, where local variations have emerged, appealing to both local and international consumers [11][13][14]. Group 3: Export Growth and Innovations - From January to August 2025, mooncake exports from Hangzhou reached 46.25 tons, a year-on-year increase of about 250%, while Yunnan's mooncake exports totaled 7,520 tons valued at 130 million yuan, primarily to Southeast Asian countries [16]. - Companies are innovating flavors and production methods to cater to diverse international markets, with products like cheese custard mooncakes and chocolate-filled varieties gaining traction [18][20]. Group 4: Regulatory and Market Challenges - The export of mooncakes faces challenges such as differing food safety standards across countries, exemplified by the EU's rejection of mooncakes due to excessive additives [24][29]. - To comply with international regulations, many companies are reformulating their products to exclude restricted ingredients, and some are establishing local production facilities to meet local standards [29][30]. Group 5: Cultural Significance and Future Directions - The globalization of the mooncake industry not only presents opportunities for Chinese brands but also attracts competition from multinational companies, blending traditional and modern culinary practices [30][31]. - The article emphasizes the importance of integrating cultural narratives and heritage techniques into mooncake production to resonate emotionally with consumers worldwide [33][34].