The "Spring Fresh Economy" During Qingming Holiday Is Booming - New Trends Show Money Spent on Food Really Can't Be Saved

Hey everyone, what did you do during the Qingming holiday?

This year I was truly shocked by the “spring fresh economy.” The other day I went to the market and found the qingtuan (green rice balls) scene was even more lively than New Year—various flavors, colors, and prices, dazzling to the eyes.

Yesterday I saw some data saying that during the 2026 Qingming period, the food consumer market was particularly hot. And unlike previous years, this year everyone’s willingness to “chase freshness” is particularly strong—not to save money by making do, but willing to spend more for freshness and seasonality.

This touched me, and I want to talk to you about this topic.

First, let’s look at several new trends in Qingming food consumption this year:

First, quality upgrade

In the past during holidays, the qingtuan people bought might be the kind from supermarkets costing a few yuan each. But this year I found that premium qingtuan is particularly popular. For example, qingtuan from Shanghai time-honored brands cost forty to fifty yuan per box, with only four or five inside, but people queued endlessly to buy them.

What does this reflect behind? It’s that everyone’s pursuit of “eating better” is becoming clearer. Not just pursuing quantity, but quality.

Second, health becomes mainstream

Previously, traditional pastries like qingtuan gave the impression of being high in oil and sugar. But this year I found merchants are all “competing on health”—low-sugar versions, mugwort versions, whole wheat versions, even savory low-calorie versions, much richer choices than previous years.

I chatted with the auntie who makes pastries at the market. She said now customers ask “is it sweet?” and “is the calorie high?” before buying—completely different from two or three years ago. Everyone’s requirements for food are not just “satisfying cravings,” but also “healthy.”

Third, local ingredients are more favored

Interestingly, this year the objects of everyone’s “freshness chasing” are not just viral foods like qingtuan, but also many local seasonal ingredients.

For example, wild vegetables like Chinese toon, shepherd’s purse, and toon sprouts around Qingming—though not rare items—are particularly popular this year. I scrolled through Xiaohongshu, and the screen was full of posts like “wild vegetable foraging guide” and “Chinese toon freedom.”

This may be related to everyone paying more attention to “local eating”—not just to save money, but also feeling that local ingredients are fresher, more seasonal, and healthier.

Fourth, scenario-based consumption is rising

What does this mean? This year during Qingming, people are not just buying ingredients, but also buying “experiences.”

For example, some e-commerce stores launched “Qingming outing packages” including picnic mats, disposable tableware, cold food, drinks, etc., one-stop solution. Not cheap, but many buyers.

Also, “kitchen novice-friendly” foods are particularly popular—semi-finished products, pre-made dishes, ready-to-eat items, all selling better than previous years. This shows that although everyone wants to “chase freshness,” they’re also too lazy to bother; the core demand is “convenience + freshness.”

After discussing trends, let me share my feelings.

Honestly, I support this “spring fresh economy.” Not because I have money to burn, but because I feel—you really shouldn’t wrong yourself too much when it comes to eating.

You see, life is short, Qingming is only a few days, spring bamboo shoots are only a few weeks, Chinese toon is only edible for a few days. To save those few dozen yuan, waiting until the season is over to eat, or buying frozen “make-do versions,” is it worth it?

Anyway, I don’t think it’s worth it.

But at the same time, I must remind you—chasing freshness is fine, but you need to be smart about it. Here are some money-saving tips:

First, early is better than late. Seasonal ingredients are most expensive when first launched; prices fall when they become widely available. For example, Chinese toon was several dozen yuan per pound when first launched, now it’s dropped to a dozen or so.

Second, combine online and offline. Some varieties not available at local markets can be found on e-commerce platforms. I found that some fresh food e-commerce seasonal sections are even cheaper than offline.

Third, bulk buying has tricks. If you really love a certain seasonal ingredient, you can buy more at once and freeze it. Although texture will be compromised, it’s better than not being able to eat it out of season.

Fourth, DIY is self-sufficient. Processing some ingredients yourself is actually quite simple. For example, shepherd’s purse can be used for dumplings and wontons; one pound of shepherd’s purse can make several meals.

Alright, that’s all for today. How much did you spend on food during Qingming? Any money-saving tips for “chasing freshness”?

See you in the comments! Don’t forget to like + follow, see you next time～