Shandong bean jiaozi mooncakes are out of the circle: bean braised meat filling becomes a "dark cuisine" counterattack

Shandong bean jiaozi mooncakes are out of the circle: bean braised meat filling becomes a "dark cuisine" counterattack

Recently, a "Douzi Mooncake" from Shandong suddenly became popular on social media, becoming the most controversial Internet celebrity food during the Mid-Autumn Festival. The unique combination of bean braised meat filling made netizens call it "dark cuisine", but unexpectedly, this mooncake counterattacked with the attitude of "the weirder the more you love it", with sales exceeding 100,000 servings, becoming a typical case of local specialty food becoming popular.

1. Record the popularity data of the entire network

2. Three major explosion points behind counterattack

1.Curious psychology drive: The cross-border combination of beans and mooncakes has broken through traditional cognition. The short video platform's "unboxing evaluation" content has reached 120 million views, of which "tasting reaction" videos account for more than 60%.

2.Regional culture support: The fun nature of the Shandong dialect "Douzi" (Douzi) triggered the second creation craze, and the video playback volume of related dialect challenges exceeded 50 million, driving the topic #Shandong people love to eat Douzi# to become popular.

3.Contrast word of mouth marketing: The negative reviews in the early stage actually stimulated the desire for consumption. Taobao data shows that among the users who searched for "the most difficult mooncakes", 27% of them finally placed an order to buy, forming a unique communication link.

3. Consumer portrait analysis

4. Industrial influence and inspiration

1.Sample of traditional pastry transformation: The manufacturer "Lu Xiangzhai" was originally a time-honored local brand, and achieved product innovation through the young people's operation team. The sales of Douyin store increased by 800% month-on-month.

2.Examples of deep processing of agricultural products: Use the local "old and young" bean varieties in Shandong to drive the local vegetable purchase price to rise by 15%, forming a linkage effect of "food + agriculture".

3.Cultural symbol reconstruction phenomenon: Douzi has been upgraded from ordinary vegetables to social currency, and has derived secondary creative content such as emoticons and surroundings to form a complete communication ecosystem.

5. Excerpts of expert opinions

Wang Jianhua, deputy director of the Expert Committee of the China Food Industry Association, said: "The essence of this innovation is a modern expression of traditional food culture. The key is to balance the relationship between curiosity and deliciousness. Data shows that 75% of the strange-tasting foods that have successfully emerged from the circle still follow the basic principle of "strange but delicious."

Li Wen, a professor of sociology at Shandong University, pointed out: "The popularity of bean-frozen mooncakes reflects the new interpretation of local culture by Generation Z - using jokes to deconstruct traditions and using consumer behavior to achieve cultural identity."

6. Future trend forecast

According to monitoring by e-commerce platforms, 12 manufacturers have followed up and launched similar products, and it is expected that the phenomenon of regional specialty mooncakes "in-rolling" will occur on the eve of the Mid-Autumn Festival. Industry insiders suggest that innovation should avoid excessive pursuit of weirdness and focus on the sustained vitality of the product. This food revolution triggered by beans is redefining the boundaries of traditional seasonal food.