As the Mid-Autumn Festival approaches, food and baking brands and culinary creators on TikTok are rewriting how holiday businesses operate through short videos. From a baking brand in Tainan that started with NT$2,000 in capital, to a traditional food manufacturer that has been around for more than half a century, to a culinary creator who rose to fame with a mixed-rice series, all have found ways on the same platform to turn views into revenue and origin stories into brand assets. Mobile short-video platform TikTok noted that this Mid-Autumn Festival, some small and medium-sized merchants are breaking through with creative content, turning short-video traffic into NT$10 million in revenue at physical stores; some brands are combining educational knowledge about local smallholder-grown pomelos to promote products to younger communities; and food creators are rolling out exclusive creative recipes to lead the public in celebrating Mid-Autumn Festival in new ways.
A bakery brand turned traffic into tens of millions in revenue, and its self-created Suiyue pastry carved out a new Mid-Autumn product category.
The creator who founded the Tainan bakery brand 女子麥面包, Bread Superwoman (@baker.princess1123), shared on TikTok her entrepreneurial journey from starting with NT$2,000 in capital to building it up to NT$18 million in annual revenue. The videos cover the real ups and downs of the baking industry and also document details of product development. The brand has operated locally in Tainan for eight years, and its social media bio directly states: “Because of love, I started a business with NT$2,000 and created NT$18 million in annual revenue.”
@baker.princess1123 小巷弄大奇蹟，2000元創業，Just do it，沒有不可能㊙️ #麵包女超人 #女子麥面包 #女力 #麵包 #微型創業 ♬ 原聲 – 麵包女超人
The main product for the Mid-Autumn season is the Suiyue Su pastry, which breaks away from the traditional egg yolk pastry mold. It likewise centers on egg yolk as the filling, but takes a different approach to its recipe and process: the outer layer uses a flaky pineapple-bun-style crust, while the filling wraps red-clay salted egg yolk crumbles in homemade low-sugar mung bean paste, and it uses French President brand cultured butter and New Zealand anhydrous butter. It highlights a moist, velvety texture that isn’t cloying even after eating a whole one.[4] Every Mid-Autumn Festival, the brand releases this product, and quite a few tasting and unboxing videos have also accumulated on social media.
Bread Superwoman also extended this goodwill into charitable practice, launching a charity-oriented pastry called Suiyue Su to give back to society. The entrepreneurial story video series has accumulated over 1 million views on TikTok, putting the brand on the map. The brand later combined its baking expertise to offer classes, and through students’ genuine sharing, more people acquired a marketable skill, while the attention generated by short videos was converted into actual teaching business.
Speaking of the development process for Suiyue Su, Bread Superwoman shared that the product retains the classic egg yolk filling of egg yolk pastries while incorporating an approach different from tradition, giving this Mid-Autumn Festival gift box an additional new option beyond the existing products on the market that consumers are willing to try.
A traditional food brand has partnered with local small farmers to turn knowledge about Wendan pomelos into short-form video content.
Having been dedicated to its craft for more than half a century, Hsin Tung Yang (@hsintungyang_tw) uses short videos to introduce its food production processes and origin stories, and invites local small farmers to share knowledge about agricultural products, allowing consumers to learn about the people and land behind the products through the videos.
@hsintungyang_tw 長得像水滴的茄子，你吃過嗎？🍆💦 跟著屏東百大青農陳品睿走進產地，採摘滿滿的農產冷知識！ ✨ 水滴型茄子超特別 水滴型茄子和一般台灣茄子不太一樣，肉質紮實且水分多，口感特別清爽適合做成清爽的輕食料理🍆 ✨ 苦瓜怎麼挑才新鮮？ 買苦瓜可以先摸摸看！新鮮的苦瓜摸起來會比較硬實，挑選時記得注意一下😉 金品町堅持友善農法，用心顧好苦瓜、木瓜、茄子、芒果、鳳梨、酪梨，就是為了把土地最真實的滋味，新鮮直送到大家手中 🌱 想吃新鮮現採的特色蔬果？可以到新東陽關西服務區、南投服務區！新東陽與金品町合作，讓這些特色台灣蔬果有更穩定的銷售與行銷通路。 你最喜歡哪一道茄子料理？ A. 塔香茄子 🍆 B. 烤茄子 🔥 C. 都喜歡！🤤 留言告訴我們👇 #新東陽 #金品町蔬果 #茄子 #返鄉青年 #永續 ♬ 原声 – hsintungyang_tw
Using Mid-Autumn pomelo as an example, Hsin Tung Yang has smallholder farmers from partner farms explain how to identify when pomelo is ripe, and combines the theme of leopard cat-friendly farms with festive gift-giving, weaving origin stories and sustainability ideas into the content so that a traditional souvenir gift can showcase more diverse brand value in short-form videos. The brand has collaborated with farmers across Taiwan for years and has also produced educational short videos on local specialties such as pineapple and shiitake mushrooms, bringing the context of origin partnerships into the videos.
For food brands that have been operating for decades, the value of short-form video lies in adding visuals to information about production processes and places of origin. In the past, consumers only saw the finished product in Mid-Autumn Festival gift boxes; now, through farmers appearing to explain, they can understand the journey of a Wendan pomelo from orchard to sales channel, making the origin story part of the brand’s communication.
Hsin Tung Yang is a well-known food brand with more than half a century of history, long operating in physical retail channels and the souvenir gift market. After incorporating short videos into brand communication, food production processes and origin stories became the main content themes, and smallholder farmers from partner farms became recurring characters in the videos.
Creative pomelo recipes brighten the festive table, with culinary creators showcasing the healing power of short-form video.
The food creator “I Am Bibimbap Man,” who shot to fame on TikTok with a series of bibimbap short videos (@bibimhuman_tw), launching new recipes featuring seasonal fruits during the Mid-Autumn Festival period.
This wave of content centers on seasonal recipes such as “Honey Caramel Pomelo,” using visually rich, clearly step-by-step videos to turn the pomelo commonly seen during Mid-Autumn Festival into a brand-new sweet way to enjoy it. It lets users try their hand in their own kitchens during the long holiday and helps creators stay closely connected with their communities during the festive period. The mixed-rice series has always been known for simple steps and intensely appetizing visuals, and this time it applies the same approach to seasonal Mid-Autumn ingredients.
From Tools to Methods: Capturing Festive Sentiments as Social Stories
From the freshly baked Suiyue pastries at 女子麥面包 and the wendan pomelos in pomelo farmers’ hands to the creative wendan recipes in 拌飯人廚房, this Mid-Autumn Festival on TikTok has not only visible sales figures but also a relay of community warmth strung together by short videos.
TikTok Creator Academy offers practical tips on visual details and video quality, while TikTok Studio’s built-in editing tools help brands present the message they want to convey in a more complete form, allowing users to rediscover the creativity and fun of hands-on holiday celebrations as they scroll on their phones.
For small and medium-sized businesses and culinary creators, this year’s Mid-Autumn Festival cases point to the same thing: content ideas are hidden in your own products, places of origin, and holiday seasons. Turning R&D processes, partner farmers, and seasonal recipes into a video series is more likely to leave a lasting brand memory than a one-off exposure, and it also turns holiday-season marketing from a one-time sales activity into part of everyday operations.
Source: KOCPC Chinese