中秋节前夕，月饼出口呈现显著增长势头。欧洲Joybuy平台中式月饼销量环比增长超过16倍1，广州海关监管出口月饼货值达4976.5万元，同比增长42.7%1。其中，利口福月饼厂广式月饼出口量比去年翻了一倍1，广州陶陶居有限公司海外月饼销量同比增长90%1。
与此同时，国内月饼消费结构发生重要变化。今年月饼市场中，个人自用消费占比首次突破50.4%，反超礼赠消费的42.5%1，标志着月饼从传统礼品市场向个人消费市场转变。低糖、无糖月饼销售额同比暴涨超250%1，消费者对健康产品的需求持续增加。月饼市场规模保持稳定，目前维持在300亿元左右1。
月饼已逐步成为中国文化出海的重要载体。越来越多外籍游客在广东积极体验月饼制作和中秋文化1，将月饼作为中国向海外推介的文化伴手礼和国际商品。
As the Mid-Autumn Festival approached, Chinese moon cakes experienced explosive growth in European markets. Sales on the Joybuy platform in Europe surged by more than 1,600 percent on a month-over-month basis 1. Customs data from Guangzhou showed that the export value of moon cakes reached 49.765 million yuan, representing a year-over-year increase of 42.7 percent 1.
The surge reflects a significant shift in how consumers are purchasing moon cakes. For the first time, personal consumption accounted for over 50.4 percent of the market, surpassing the 42.5 percent share attributed to gift-giving purchases 1. This transition has reshaped the market landscape, with demand shifting away from luxury gift boxes toward affordable, simply packaged products. Low-sugar and sugar-free moon cakes experienced particularly robust sales, with a year-over-year surge exceeding 250 percent 1. The overall moon cake market maintained a stable scale of approximately 300 billion yuan 1.
Major moon cake manufacturers have capitalized on this growth. Likoufu Moon Cake Factory doubled its export volume of Cantonese-style moon cakes compared to the previous year 1, while Guangzhou Taotaoju Limited Company reported a 90 percent year-over-year increase in overseas moon cake sales 1. Foreign visitors to Guangdong have actively engaged in moon cake-making experiences and immersed themselves in Mid-Autumn Festival culture, positioning moon cakes as both cultural ambassadors and international commodities for China 1.
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