Rising demand
At a fresh-food supermarket chain in Beijing, a counter marked "Spring Limited ? Freshly Steamed Qingtuan" regularly draws a steady stream of customers. Ge Lijuan, who oversees the ready-to-eat section, said qingtuan usually arrives about a month before Qingming.
The selection has grown steadily, with salted egg yolk varieties among the most popular. Sales vary from day to day, but even several hundred pieces fly off the shelves daily. Classic flavors such as egg yolk with pork floss and black sesame remain the main drivers.
"We started selling qingtuan right after Lantern Festival," she said. "This year, we introduced more than 10 varieties, ranging from traditional red bean paste and preserved vegetables to newer options like Thaistyle salted cheese, black sesame with jujube paste, and black pork. Sales have doubled year-on-year."
Pricing reflects how qingtuan has evolved from a homemade festival food into a widely distributed seasonal retail item. Two-piece packs sell for 12 yuan ($1.6) to 15 yuan, while four-piece packs range from 20 to 30 yuan.
The broader market response suggests that, despite the wave of innovation, tradition still anchors consumption.
A February report by Shangpu Consulting Group found that 67 percent of consumers would recommend qingtuan products. Traditional flavors ranked highest in preference at 43 percent, followed by innovative varieties at 22 percent. Health-oriented, low-sugar options accounted for 16 percent, reflecting rising awareness of wellness.
Other factors, including attractive packaging, time-honored brands, affordable prices, convenience, and local specialty or organic ingredients, played a comparatively smaller role in purchase decisions.
The same report found that the festive atmosphere of traditional holidays and long-standing customs remain the strongest forces behind qingtuan consumption. Traditional customs accounted for 49 percent of actual consumption drivers, while 37 percent of respondents cited the holiday atmosphere as a key attraction.
Taken together, the findings suggest that qingtuan consumption remains deeply anchored in a traditional cultural setting. Consumers are open to experimentation, but what draws them in most is still the festival itself and the familiar taste associated with it.
