China's mooncakes get a fresh twist

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Mooncakes, the traditional pastries at the heart of China's Mid-Autumn Festival, are getting a fresh twist as consumer tastes change. This year’s festival fell on September 25.

For generations, mooncakes filled with lotus seed paste, salted egg yolks and mixed nuts have been festive favorites. But as health awareness grows, consumers are increasingly seeking lighter options that balance indulgence with healthier eating.

Unconventional flavors are also appearing on shelves, appealing to adventurous palates. Varieties filled with stinky tofu and pork, inspired by river-snail rice noodles or flavored like hotpot are attracting buyers across China.

Alongside these unusual fillings, freshly baked mooncakes sold individually are gaining popularity, while collaborations with museums are bringing cultural themes to gift boxes. Together, these trends show how novelty, regional identity and cultural appeal are reshaping a traditional festive treat.

Enjoy them oven-fresh! Tourists and local residents buy freshly baked mooncakes at Daoli Market in Harbin, northeast China, on September 23, 2026. /VCG

Veteran mooncake maker uses a rolling pin to press down prepared filling at a traditional workshop in Anyang, central China's Henan Province, on September 20, 2026. /VCG

Too cute to eat? Residents make mooncakes in Tangshan, north China’s Hebei Province, on September 24, 2026. /VCG

A taste of the city! A mooncake modelled on Harbin Railway Station is pictured with the station in the background in Harbin, northeast China’s Heilongjiang Province, on September 24, 2026. /VCG

Unusual fillings are testing mooncake lovers’ appetite for adventure. A shop assistant introduces customers to caviar mooncakes in Quzhou, east China’s Zhejiang Province, on September 24, 2026. /VCG

Who says mooncakes have to be round? Visitors sample mooncakes, including one shaped like a lotus flower, during an autumn-themed event marking the Mid-Autumn Festival in Rizhao, east China’s Shandong Province, on September 19, 2026. /VCG

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