The anticipation for the Chinese New Year of 2025 is not merely about festivities but significantly entwined with consumption patterns as explored by the latest report from Ele.me and NetEase. According to their findings, the trends reveal deep-rooted connections between cultural practices and purchasing decisions, particularly among the younger demographic.
"The act of creating 'a sense of ceremony' during seasonal changes is also how young people express their emotions," stated the Ele.me and NetEase team, indicating the emotional resonance of food choices during celebrations. This approach captures how the new generations are not only consuming but engaging with their heritage through food.
With the New Year celebration falling on February 10, 2025, Ele.me’s report spotlights how traditional foods like dumplings and hotpot become focal points for gatherings and family affairs. The platform has witnessed remarkable surges; for example, the search for items related to dumplings has jumped dramatically—nearly 300% as younger users, mainly those aged 18 to 35, actively connect with their culinary heritage. There’s more than just nostalgia; it’s about affirming identity through food.
Regional differences emerge markedly during this season. Ele.me reflects substantial variations across cities. For example, as regional preferences dictate, southerners might favor dishes like tangyuan, or rice balls, whereas northern cities lean heavily on dumplings. This trend emphasizes the geographical diversity of culinary traditions, with each area advocating its unique food culture during the New Year.
Influential marketing campaigns by Ele.me during this festive period resonate with the target audience. The online platform has rolled out unique collaborations like the dumpling festival, where the company invited traditional cultural elements alongside offering supplementary elements such as promotional giveaways. "Support for the heritage status of dumplings is prominently reflected during these celebrations," the Ele.me representatives remarked during one of these events, highlighting their commitment to endorsing national dishes.
Quick to adapt, the report highlights Ele.me's strategy of intertwining tradition with modernity. They’ve successfully engaged consumers through direct, targeted campaigns. For example, the '_Celebrate Dumplings_' campaign not only increased visibility for traditional foods but also pulled younger crowds to explore local delicacies entrenched within their customs. This dynamic blend of honoring tradition and encouraging exploration has handsomely paid off.
Meanwhile, hotpot emerged as the champion for warmth during the chilly winter period, particularly appealing to the younger generations. "Delivery volumes for hotpot increased significantly, bringing warmth to young consumers during the winter," pointed out the analysts. This trend signals not just consumption but social behavior—a gathering over warm food can symbolize togetherness within this generation, adapting traditional gatherings to modern lifestyles.
The report makes it crystal clear: the rise of new consumption patterns is distinctly led by Generation Z who blend ancient customs with contemporary experiences. It reflects their desire for meaningful consumption experiences rather than mere transactions. This alignment can be seen where some modern traditions have sprouted from age-old practices, e.g., students engaging over bubble tea during significant seasonal changes.
Further analysis shows how these millennials and Gen Z shoppers are shaping the market. There’s been up to 150% increase for seasonal items like pumpkin-flavored pastries during autumn events. All these underline how important it is for brands to grasp this generation's desire for both nostalgia and innovation. Connecting with young minds means addressing their intrinsic motivations and wants.
With food delivery services like Ele.me becoming the bridge between tradition and modern practice, they are reshaping the market. Looking forward, as the New Year approaches, these trends will undoubtedly take center stage, pushing businesses to rethink their strategies to engage with younger consumers genuinely. The growing interlace of cultural respect and contemporary consumption behaviors can drive industries forward but also reflect the society’s view on heritage and community.
It's certainly intriguing to see how these consumption patterns evolve. Ele.me's strategies are here to stay, carrying forward the sentiments of past generations whilst making room for today's preferences—showcasing how food continues to play a pivotal role during festive gatherings and beyond.
