Chongqing - During the recently-concluded Dragon Boat Festival celebrations, traditional handmade zongzi (sticky rice dumplings) from small stores saw unprecedented demand in Southwest China's Chongqing municipality, in sharp contrast to the declining interest in supermarket gift box sets.

In Chongqing's Beibei district, locals gathered to wrap zongzi in preparation for the Dragon Boat Festival on June 6. (Photo/Qin Tingfeng)

The Dragon Boat Festival, held from June 8 to 10 this year, commemorates Qu Yuan, a Warring States Period poet who drowned in despair when his state, Chu, was conquered. Villagers rowed out to save him and threw zongzi into the river to protect his body from fish while drumming and paddling to scare the fish away.

As a result, boat racing and eating zongzi have become two of the most common traditions that commemorate the festival and the Qu Yuan. According to Meituan, the past week has seen nearly a 55% increase in group orders for zongzi.

A visit on June 6 to a well-known zongzi shop in Minzhu Village, Jiulongpo District, revealed a bustling scene, with staff busy packaging orders. The owner explained that during the festival season, the handmade zongzi, priced between 3 to 9 yuan, must be pre-ordered, as walk-in purchases were nearly impossible.

A staff member mentioned, "We’ve been selling tens of thousands of zongzi daily." This year, the shop also introduced customizable gift boxes, offering a variety of flavors, which have become popular among both casual buyers and corporate clients.

Meanwhile, a long queue of customers was observed at a handmade zongzi store in the Shiyou Road vegetable market in Yuzhong District. Ms. Zhang, a customer, said, "This is an old store. We've been coming here to buy zongzi for the Dragon Boat Festival every year."

Conversely, supermarkets witnessed a decline in the sale of boxed zongzi gift sets. During a visit to Freshippo in Longfor Times Paradise Walk, Ms. Wang noted, "I'm here to buy zongzi for the elderly at home, focusing on taste and value for money. Simple packaging is enough."

Another shopper, Mr. Zhang, observed that this year’s gift boxes were not only more affordable and lighter but also more eco-friendly.

A zongzi basket gift box featuring traditional packaging has hit the market this year. (Photo/Zheng Ran)

"The average price of this year's festival zongzi gift boxes has decreased by 30% from last year, now costing around 80 yuan (about USD 11). Customers focus less on packaging and more on the variety within the boxes. Boxes containing salted duck eggs were especially popular," said a Freshippo buyer staff member.

According to Mo Yuanming, a researcher at Chongqing Technology and Business University, this shift reflects a broader shift in consumer behavior toward more rational and pragmatic festival spending. 

"The move is also driven by tighter regulations on excessive packaging, pushing the pricier, flashier gift boxes out of favor," Mo said. 

Mo emphasized that the industry should focus on preventing over-commercialization to maintain the authentic appeal of zongzi. He noted that using quality ingredients is crucial for retaining customers and maintaining a competitive edge.

Although in-store zongzi sales have declined, online sales remain strong. Chinese e-commerce giant Pinduoduo reported that the approach of the Dragon Boat Festival, combined with the 618 shopping festival, has sparked early consumer interest and increased zongzi sales.

Kuaishou, a short-video platform, also reported a 36.5% year-on-year increase in the gross merchandise value of its e-commerce zongzi sales on the eve of the festival.