The 2025 Maoming "Xin"-Brand (“信”字号) Mooncake Promotion Carnival recently kicked off in Guangzhou. Approximately 20 mooncake enterprises certified by Maoming's "Xin" brand showcased their products on-site, while the free tasting area attracted numerous consumers to sample the mooncakes.
Maoming is renowned as the "City of Chinese Mooncakes" and has a mooncake-making history spanning over 1,300 years. Currently, the city is home to 252 mooncake manufacturers, with an annual output of 30,000 tons and an annual output value of nearly 4 billion yuan. Its mooncake offerings encompass nearly 100 categories and incorporate a variety of intangible cultural heritage (ICH) techniques.
Eating mooncakes is a time-honored Chinese tradition during the Mid-Autumn Festival. As the festival approaches, production workshops of major mooncake enterprises in Maoming have become bustling.
In recent years, Maoming's mooncake industry has pursued innovation while preserving traditions, introducing new products such as low-sugar and low-oil options that are more snack-like or pastry-oriented. Zheng Aiwen, the person in charge of a participating enterprise's booth, noted that the company has transformed traditional mooncake fillings into crispy pastries, turning the seasonal specialty into an everyday snack. This initiative has extended the product's market window and gained popularity among young consumers.
Author: Zou Xiangliang, Liu Dongming
Photo: Liu Dongming
Editor: Wei Shen, James Campion, Shen He
