Hong Kong's "Mooncake Paradox": 72% Say They Receive More Mooncakes Than They Want

New Yindii survey finds just 14% would choose a traditional box of mooncakes as their preferred Mid-Autumn gift, while 80% have experienced leftover mooncakes and more than one in five have thrown away unopened mooncakes that were still safe to eat

HONG KONG, Sept. 15, 2026 /PRNewswire/ -- Mooncakes are one of Hong Kong's most enduring symbols of generosity and togetherness. But Yindii's latest consumer research suggests that the tradition of giving more may also be creating an unintended problem: many people are receiving more mooncakes than they actually want to eat.

Among respondents, 72% said they receive more mooncakes than they want to eat. Yet when asked what they would most like to receive for Mid-Autumn Festival, only 14% chose a traditional box of mooncakes. Instead, 30% would prefer gift or cash vouchers, 24% would prefer a smaller box or fewer mooncakes, and 20% said they do not actually need a gift at all.

The findings point to what Yindii calls Hong Kong's "Mooncake Paradox": mooncakes continue to be given generously as a symbol of appreciation, even when the recipient may not necessarily want — or be able to finish — them.

From unwanted gifts to food waste

The mismatch does not just leave households with excess mooncakes — it can also lead to avoidable food waste.

Nearly 80% of respondents said their household has experienced leftover, uneaten mooncakes after Mid-Autumn Festival in previous years. More strikingly, 22% said they have thrown away unopened mooncakes that were still safe to eat.

The findings sit within a much wider food-waste challenge in Hong Kong. According to the Hong Kong Environmental Protection Department, approximately 3,001 tonnes of food waste were disposed of at landfills every day in 2024, accounting for around 30% of municipal solid waste.

Mid-Autumn brings an additional seasonal dimension to the issue. Feeding Hong Kong estimates that up to 2.8 million mooncakes go uneaten in Hong Kong households each year. Its annual Mooncake Madness campaign is collecting eligible unopened surplus mooncakes across Hong Kong until 18 September 2026 for redistribution to frontline charities.

"Mooncakes are meant to represent generosity, reunion and appreciation, and we absolutely want to preserve that tradition. But our survey suggests that more isn't always more meaningful," said Mahima Rajangam Natarajan, Co-Founder of Yindii.

"If people are consistently receiving more than they want, the problem starts before the mooncake reaches the bin. It starts with a mismatch between how much we give, how much people actually want, and where the surplus can go. The opportunity is to make that surplus valuable again while the food is still perfectly good."

Hong Kong consumers are open to rescuing surplus

The survey also suggests that surplus does not automatically have to become waste.

When respondents were asked whether they would consider buying good-quality, safe-to-eat surplus mooncakes from hotels, bakeries or retailers at discounted prices, 36% said they would, while another 45% said they might.  

In total, 81% did not rule out buying discounted surplus mooncakes.

Interestingly, the findings suggest that environmental impact alone is not what drives consumer interest — value also matters. For Yindii, this highlights an important part of changing consumer behaviour: fighting food waste needs to be both good for the planet and genuinely attractive to the customer.

"Sustainability becomes much easier to scale when consumers don't have to choose between doing good and getting a great deal," Natarajan added. "Surplus food still has value. The challenge is connecting it with someone who wants it, at the right time and at the right price."

Turning surplus into opportunity

Yindii connects consumers with surplus food from bakeries, cafés, restaurants, supermarkets and hotels through its app. Businesses can offer good food that would otherwise remain unsold through discounted Surprise Bags, allowing consumers to access quality food for less while merchants recover value from their surplus.

In Hong Kong, the Yindii community has already rescued more than 500,000 meals from going to waste, while helping food businesses recover approximately HK$17 million in value from surplus food.

The platform works with businesses ranging from neighbourhood food stores to major bakery, coffee and hotel brands, demonstrating that surplus food can be treated as an opportunity rather than an inevitable cost.

Yindii believes the same principle can be applied to seasonal occasions such as Mid-Autumn Festival: businesses can improve forecasting, consumers can choose quantities that better match what they need, genuine surplus can find new customers while it is still good to eat, and unopened mooncakes that remain can be shared or donated rather than discarded.

This Mid-Autumn Festival, Yindii is encouraging Hong Kong consumers and businesses to rethink one simple question:

How can we keep the generosity of the tradition — without the waste?

Key survey findings

• 72% say they receive more mooncakes than they actually want to eat.
• 80% have experienced leftover mooncakes after Mid-Autumn Festival.
• Only 14% would choose a traditional box of mooncakes as their preferred Mid-Autumn gift.
• 22% have thrown away unopened mooncakes that were still safe to eat.
• 30% would prefer gift or cash vouchers, while 24% would prefer a smaller box or fewer mooncakes.
   

Survey methodology

The Yindii Mid-Autumn Festival survey was conducted digitally in September 2026 and distributed to approximately 25,000 Yindii users in Hong Kong.

About Yindii

Yindii is Asia's surplus food marketplace, connecting consumers with quality unsold food from restaurants, bakeries, cafés, hotels, supermarkets and other food businesses at significant discounts.

By helping businesses turn surplus into revenue and giving consumers an affordable way to enjoy quality food, Yindii aims to make food rescue an easy, everyday behaviour.

Across its markets in Hong Kong SAR, Thailand, Singapore and South Korea, the Yindii community has rescued more than 1.2 million meals and prevented approximately 2,900 tonnes of CO₂ emissions.

SOURCE Yindii