图片由豆包AI生成 抖音上，不少人分享自己的"秋膘餐" "贴秋膘，聚亲朋，酒香馔美，饮甘餍肥，一壶美酒喜相逢。吃得汗流长，盼着秋风凉。"当央视新闻主持人朱广权以诗词讲"立秋"，这届年轻人已经将贴 秋膘安排得明明白白。 打开抖音等各大平台，从官方媒体科普"如何科学贴秋膘"，到美食博主大展身手制作"秋膘宴"，再到各地达人探店抢先"啃秋"……一方屏幕之间，烤肉的 滋滋响声、海鲜的鲜美滋味、瓜果的甜蜜清香，夏日余热犹在，立秋的浓郁氛围却已提前拉满。 若说五年前"立秋第一杯"的走红是偶然出圈的浪漫，那么当下"贴秋膘"的热潮，则正演变为一种社会文化现象——它以节气为节点，重塑着传统饮食习 俗，也塑造着当代人的消费习惯。 尤其是对于更注重健康饮食、并更追求愉悦精神的年轻人而言，不仅要把"健康"挂到嘴边,还要把"养生局"玩出新花样，主打一个"看到，就要尝到"的沉浸 式体验，而他们吃的不仅是美食，更是一种情绪回馈。 立秋第一口，"刷到" 就要吃到？ "酱烹鸡腿肉、蒜泥笨鸡蛋、香肠午餐肉……先来杯茶，再来个酒，满含深情敬朋友。"立秋当天，有美食创作者在抖音上发出一段"立秋喽，贴秋膘喽"的 短视频，"馋"倒不少网友，引来一片羡慕之 ...

Core Insights - The consumption of food related to the "Liqiu" (Beginning of Autumn) festival has seen a significant increase, with Douyin (TikTok's Chinese counterpart) reporting a surge in group purchase orders for traditional dishes [1][3] Group 1: Consumption Trends - From August 1 to 6, group purchase orders for braised pork and pork knuckles on Douyin increased by 103% and 48% respectively, while lamb orders rose by 32% [1] - Watermelon orders on Douyin saw a year-on-year increase of 41%, and winter melon orders surged by 83% during the same period [3] Group 2: Cultural Significance - The "Liqiu" festival is associated with various cultural eating habits, such as "Keng Qiu" (biting into autumn) and "Tie Qiu Piao" (eating to gain weight for autumn), which have become popular on Douyin [3] - Topics related to "Liqiu" such as TodayLiqiu and MyLiqiuRitual have gained traction on Douyin, with users sharing their food experiences through short videos [3] Group 3: Business Strategy - Douyin's life service department aims to collaborate with quality merchants to provide a diverse range of products for consumers at seasonal nodes, thereby promoting seasonal consumption [3]