Core Insights - The trend of "Tianqiu" (eating to gain weight in autumn) has evolved into a significant social cultural phenomenon among young people, reshaping traditional dietary customs and contemporary consumption habits [2][11][18] - The rise of social media platforms like Douyin (TikTok) has facilitated the sharing of food experiences, leading to increased engagement and consumption around seasonal foods [7][15][19] Group 1: Consumption Trends - The topic "What to eat on the first day of autumn" has garnered 130 million views on Douyin, indicating a strong interest in seasonal eating [7] - Orders for traditional autumn dishes such as braised pork and lamb have seen significant year-on-year increases, with braised pork orders up by 103% and lamb by 32% [11][17] - Young consumers are increasingly seeking immersive dining experiences, where the act of eating is tied to emotional satisfaction and social interaction [2][11][18] Group 2: Marketing Strategies - Businesses are leveraging Douyin to create engaging content that connects consumers with seasonal food offerings, enhancing the visibility and appeal of their products [15][19] - The integration of diverse food options and innovative marketing strategies has allowed merchants to meet consumer expectations while breaking the monotony of seasonal offerings [11][17] - Successful campaigns have transformed traditional customs into compelling marketing narratives, effectively tapping into the emotional resonance of seasonal eating [18][19] Group 3: Consumer Behavior - Young consumers are characterized by their desire for convenience and variety, leading to a shift in how they approach seasonal eating [11][18] - The phenomenon of "Tianqiu" reflects a broader trend where traditional customs are redefined through modern consumer experiences, emphasizing enjoyment and emotional connection [2][18] - The interplay between platforms, merchants, and consumers is creating a new dynamic in holiday economies, where emotional engagement drives purchasing decisions [19]