With the Mid-Autumn Festival and National Day holiday approaching, three priorities come together for consumers: family gatherings, visiting friends and relatives, and travel supply restocking. Yonghui Superstores Co.,Ltd. has announced that from now until the National Day holiday, it will launch a "Family Reunion Feast · Premium Selection" campaign across its national stores, featuring 20 bestselling family feast items throughout the entire double-festival period, with 240 seasonal products rolled out in waves, covering everything from live seafood, mooncake gift boxes, fresh ingredients, to travel essentials.
Among the highlights, chilled fish can arrive at store shelves within as little as 12 hours from the dock, while "open-and-steam" seafood side dishes make preparing a family feast much easier. Custom-made frozen king crab gift boxes add a fresh twist to gifting.
Visiting friends and family is an essential part of the holidays, and mooncakes remain the centerpiece. This year, Yonghui Superstores Co.,Ltd.'s mooncake gift boxes span a wide range of price points, from classic Cantonese styles to trendy snow-skin varieties, from healthy customized options to regional specialties, offering far more choices. For health-conscious consumers, the custom line introduces new products such as low-GI red bean with tangerine peel, low-sugar egg yolk with white lotus paste, low-GI molten custard, Jinhua ham with five nuts, and low-sugar tea-infused double-delight mooncakes. These low-sugar and low-GI recipes align with current health trends, while the Cantonese intangible cultural heritage craftsmanship preserves the traditional flavor.
Meanwhile, freshly baked and innovative flavors are also taking center stage. The deli section is offering four types of freshly baked mooncakes—pork, pickled vegetable pork, red bean, and coconut taro—alongside popular internet-famous giant mooncakes for those seeking fresh textures. Durian snow-skin mooncakes are attracting younger customers. Regional specialties are also making their way into the gift box lineup. Local favorites such as Fuzhou gift cakes, Suzhou Daoxiangcun series, and Guizhou Provincial Medical Hospital mooncakes are available in stores, allowing consumers to find authentic hometown flavors right at their doorstep. Gift boxes in various sizes and packaging styles cater to both family sharing and gift-giving occasions. Beyond mooncakes, seafood and aquatic gift boxes have emerged as a new gifting option this year, with nut pastries and nourishing health gift boxes also in supply to cover a broader range of gifting needs.
Quality ingredients take center stage in succession. The heart of a Mid-Autumn family feast is reunion, but preparing a full table of elaborate dishes is often time-consuming and labor-intensive. Yonghui Superstores Co.,Ltd. explains that this year's product strategy is clear: through direct sourcing at fixed prices and custom product development, high-quality ingredients are becoming more accessible, and preparing a family feast is becoming much simpler. In the fresh food section, the fishing season and the lake-opening season arrive one after another. Live seafood from the East China Sea, South China Sea, and Bohai Sea will arrive at stores nationwide in phases. Swimming crabs lead the way at highly attractive prices, with three-spot crabs, red flower crabs, and blue flower crabs also hitting shelves simultaneously. Fish like hairtail, pomfret, and squid from the East China Sea can reach store shelves in as little as 12 hours from the dock, making them this year's benchmark for feast-fresh timing. Salmon, Boston lobster, and king crab are also available for the main course. In late September, Yangcheng Lake hairy crabs will follow, with crab cards already available for pre-sale at stores nationwide. For those who don't want to spend time on meal prep, Yonghui Superstores Co.,Ltd. is introducing the "open-and-steam" seafood side dish series this year. From side dishes to ready-made entrees, the supermarket has lowered the barrier to preparing a full family feast. The meat and poultry section has also been upgraded with a focus on portion sizes and value for family gatherings. Beyond the main dishes, the second Xinjiang Fruit Festival is running concurrently. In the bakery section, the "first bite of autumn taro" series and autumn cheese-flavored new items are launching simultaneously, extending the flavors of autumn from the dinner table to afternoon tea breaks.
Tasting events and service upgrades are a key part of the Mid-Autumn experience this year. On September 12, stores nationwide will launch the Mid-Autumn Mooncake Tasting Event, offering samples of low-GI low-sugar mooncakes, freshly baked mooncakes, and durian snow-skin varieties. On September 19, a Family Feast Tasting Event will follow, featuring seasonal seafood samples and in-store chefs demonstrating how to prepare "open-and-steam" seafood side dishes and heat up ready-made seafood dishes, recreating a banquet main course in minutes. Some stores will also host regional-themed tasting sessions based on local specialties, letting consumers try before they buy. Consumers can reserve free participation through store community channels.
In terms of services, Yonghui Superstores Co.,Ltd. will offer free gift wrapping at stores nationwide during the holiday period, including wrapping paper, ribbons, greeting cards, and professional packaging for gift box items. For travelers, stores provide large-item storage and shipping services, allowing shoppers to leave their purchases at the store and enjoy their day hands-free. Some locations are opening temporary rest areas, converting offices and meeting rooms into recharge stations equipped with sofas, refreshments, and directional signs, offering a place for travelers to rest and recharge during their journey.
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