As the Mid-Autumn Festival approaches, the mooncake market is gradually heating up. Many people have noticed that this year, the mooncake market is quietly undergoing changes, with a rise in the 'minimalist style'. How to further enhance the quality of mooncake packaging, showcasing brand connotation while also considering ecological sustainability and conveying festive blessings, has sparked attention and reflection.

The issue of excessive packaging of mooncakes has long been questioned. 'Using so many layers of boxes for a few small mooncakes is a bit wasteful.' Ms. Jin, a reader from Wenzhou, Zhejiang, recalled receiving a mooncake gift box a few years ago, 'I remember one year after the Mid-Autumn Festival, I went to throw away the mooncake boxes and found many mooncake gift boxes piled up next to the trash can...'

Excessive packaging of mooncakes not only increases the cost of purchasing mooncakes but also wastes resources. In response, relevant national departments have introduced a series of measures in recent years to promote the healthy development of the mooncake industry. For example, in May 2022, the State Administration for Market Regulation approved the first amendment to the national standard 'Requirements for Limiting Excessive Packaging of Goods: Food and Cosmetics', which set new regulations on the number of packaging layers, packaging void ratio, packaging costs, and mixed packaging requirements for mooncakes; in August of that year, a notice was issued regarding concentrated rectification of issues such as excessive packaging of goods, 'sky-high' mooncakes, and crab cards.

Recently, reporters visited several supermarkets and shopping malls in Beijing and searched multiple e-commerce platforms. Most mooncake gift boxes observed complied with regulations stating that the number of packaging layers should not exceed three. Although there are not many layers, there are still quite a few exquisitely designed gift boxes. The packaging materials range from paper, wood, leather to metal, with shapes varying from round, square to irregular. Some gift boxes even weigh almost as much as the net weight of the mooncakes.

What happens to the gift boxes after the mooncakes are eaten? This is a topic discussed every year during the Mid-Autumn Festival. Some gift boxes can be used for storage, but there are limited storage needs in households, and some packaging boxes are of poor quality and can only be discarded.

'I once received a mooncake gift box that looked like it was made of mahogany but was actually made of plastic and was non-degradable plastic,' said Ms. Liu from Changsha, Hunan. 'After eating a small piece of mooncake, I unwrapped a pile of plastic, paper, metal, and fabric; there was quite a bit of “luxury waste.”' Mr. Gao, who runs a recycling station, told reporters that every year after the Mid-Autumn Festival, he receives many mooncake packaging boxes. 'Paper boxes are sold by weight; only some metal and plastic can be recycled.'

The phenomenon of homogenization in gift box design is also quite serious. 'Different brands of mooncakes don't show much difference,' said Ms. Wan from Nanchang, Jiangxi. 'Many gift box designs simply choose a few common patterns that superficially express festive and reunion meanings; they lack originality and cultural connotation, resulting in similar mooncake gift boxes received every year without any novelty or thought to keep them for further use.'

How to transform single-use into repeated use and enhance the value of mooncake packaging? Reporters found that this year some merchants have introduced many 'small ideas'. Some merchants focus on cultural connotation by incorporating traditional elements into their packaging; others use fabric bags as mooncake packaging that are lightweight, cute, and practical, gaining popularity among young consumers; some mooncakes come in lantern-shaped gift boxes that can be used for storage as well as decoration, attracting considerable customer attention; while some merchants use 'moon exploration' as a theme to emphasize technology; after eating the mooncakes, the transparent plastic box can be transformed into a lightbox or display case when powered.

Associate Professor Sang Xiaoming from Guangzhou Business College believes that changes in consumer demand drive systematic adjustments across various links in the industry chain. 'In business interactions where exquisite packaging is needed, high-end and elegant mooncakes appear more valuable.' He suggested that if sharing mooncakes with family members, it could reflect that 'the gift may be light but feelings are heavy.' A netizen shared their experience: 'I bought canvas bags, paper boxes, and waist seals online; it was super simple to complete the mooncake packaging,' which they gave to friends and family—both 'new' and heartfelt.

Associate Professor Hu Xiaowu from Nanjing University’s School of Social Sciences stated that innovating food packaging is not only about imposing technical norms on enterprises but also advocating for a minimalist lifestyle across society; even small mooncakes reflect a commitment to green development. Regulatory authorities should also strengthen publicity efforts and enhance inspections on mooncake packaging while establishing a green packaging standard system to continuously guide the entire industry towards greener, low-carbonized, and simplified packaging.

Hu Xiaowu also pointed out that food production enterprises currently face challenges such as rising energy and raw material prices which pose new demands on business management. To enhance competitive advantages, food production enterprises need to focus more on transforming from form to connotation; this is essential for quality upgrades. 'Merchants can only truly win consumers' favor by adding value in terms of quality, taste, environmental protection, and culture.'