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Extra Lunar Month gives Mooncake Sales a Boost



Shanghai is expected to consume 22,000 metric tons of mooncakes this year.

There are two back-to-back months of June this year-a quirk of a leap year in the Chinese lunar calendar-bringing Shanghai its hottest summer since the city started recording weather 140 years ago. The double Junes have also propelled residents to a five-year record for the number of mooncakes consumed.

The mooncake industry-traditionally dominated by gift buyers-has experienced a 20 percent sales decline nationally each year since 2013, when the central government introduced an anti-corruption measure. That law strictly bans the use of public money to buy the pastries or other gifts considered luxuries, such as Moutai, the specialty baijiu liquor.

Thanks to the double Junes, which postpones Mid-Autumn Festival-the primary season for mooncake-eating-by a month to Oct 4 this year, sales of mooncakes in Shanghai are likely to be back on track with significant growth. Projections by the Shanghai Confectionery Industry Association place the increase at 15 percent.


Source: In Kunming
Published: 27 September 2017

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