Chongqing- The annual debate in China over sweet or savory zongzi, or sticky rice dumplings, has long been part of the Dragon Boat Festival. But this year in Chongqing, consumers appeared more focused on health-oriented products, brand collaborations, and new ready-to-eat formats.

The changes reflect shifting holiday consumption habits, as one of China's most traditional seasonal foods is being adapted for older consumers seeking lighter ingredients and younger shoppers looking for convenience, design, and social media appeal.

Rice dumplings are displayed on supermarket shelves in Chongqing, southwest China. (Photo/Qiu Xiaoya)

At a supermarket in Chongqing's Jiulongpo District, shopper Zhou said she chose low-sugar dumplings containing dried tangerine peel and Chinese yam for older family members with diabetes.

"Older family members have diabetes, so we used to avoid buying too many traditional sweet dumplings," she said. "This year, there are more low-GI and health-oriented options, so we feel more comfortable purchasing them."

Products inspired by the traditional Chinese concept of "food and medicine sharing the same origin" have become more common in local supermarkets. Varieties containing hawthorn, tangerine peel, Chinese yam, poria, and mixed grains are now available at major retailers in Chongqing.

Local producers are also responding. At Kainian Food Corporation in Chongqing's Changshou District, workers can complete a finished rice dumpling in less than 12 seconds, and the company produces about 60,000 dumplings per day during the holiday season.

A company representative said total orders this year are expected to rise by 5% to 10% compared with last year. Traditional flavors such as red date, sweet bean paste, and pork remain popular, but the company has also introduced camellia pomelo dumplings and fruit-filled varieties.

"As consumers pay more attention to healthy eating, we have adjusted recipes and moderately reduced salt content," the representative said. Orders for health-oriented products have increased by about 15% year-on-year.

Younger consumers are driving another shift: limited-edition packaging and brand collaborations. At a Starbucks Reserve store in MixC Mall, Chongqing, customer Li, born after 2000, photographed a gift box from the company's "A Thousand Miles of Rivers and Mountains" ice dumpling collection before tasting it.

"It feels more like a holiday dessert set than a traditional rice dumpling," she said. "It looks great in photos."

Toy and lifestyle brands have also entered the market. A Dragon Boat Festival gift box featuring SKULLPANDA, a character from the Chinese toy company Pop Mart, drew strong online demand through limited pre-sales.

"For the first time, rice dumplings feel like trendy gifts," said consumer Tang, who said she set an alarm to secure one of the limited-edition boxes.

The changes are also reshaping how and when zongzi are eaten. Traditionally, most dumplings were steamed or boiled before serving and were mainly associated with holiday meals. This year, ready-to-eat chilled products gained popularity.

Ma Yun, owner of a bakery in Chongqing Liangjiang New Area, said her store began promoting cold-served rice dumplings in April. Using freshness-preservation technology and modified recipes, the products can be eaten directly from the package without reheating.

"Many young customers buy them as breakfast items or camping snacks," Ma said. "They are no longer limited to the Dragon Boat Festival."

Grocery platforms have reported similar demand. Hema said sales of chilled rice dumplings in flavors such as matcha and mango pomelo increased by more than 300% compared with previous periods.

Portion sizes are also changing. Large festival dumplings are increasingly being replaced by single-serving products weighing about 60 grams, designed for breakfast, afternoon tea, or outdoor consumption.