An international market for bean...
International market potential of filling cakes
As a representative of traditional pastries, Taiwanese stuffed cakes have shown amazing development potential in the international market in recent years. According to statistics from the Hong Kong food industry, the total size of Hong Kong's mooncake market reached HK$1.2 billion in 2022, of which traditional stuffed mooncakes still account for 35% of the market share. This data reflects that even today, with the emergence of new pastries one after another, stuffed rice cakes maintain a stable consumption base. Especially in Southeast Asia, similar food cultures make stuffed cakes more acceptable to local consumers. The demand for stuffed cakes in the Chinese community in Singapore, Malaysia and other countries continues to grow, with an annual growth rate of about 8%.
With the growing global trend of healthy eating, the advantages of filling cake raw materials are becoming more and more prominent. As the main filling, red bean filling is rich in dietary fiber and antioxidants, meeting the pursuit of natural and healthy food by modern consumers. In many international food exhibitions, the low-sugar filling cake launched by Taiwanese manufacturers has attracted great attention from Western buyers. It is worth noting thatThe innovative shape provides new ideas for the internationalization of filling cakes. This no-bake process not only extends the shelf life of the product but also aligns with Western consumers' preferences for ready-to-eat desserts. Currently, Taiwan exports to JapanThe percentage of flavor in the filling is more than 40%.
In the international market, exotic flavors are embraced. According to market research, sales of Asian food products in Europe and the United States have increased by 60% in the past five years. If Taiwanese bean paste cakes can be improved in combination with local eating habits, such as developing fusion flavors such as chocolate bean paste and matcha filling, it has a chance to enter the mainstream market. In addition, the development of cross-border e-commerce platforms has created convenient conditions for the internationalization of traditional foods. The red bean paste cake products exported by Taiwanese manufacturers through e-commerce channels have maintained an annual growth rate of 15% in recent years.
How to promote pies to the international market
To successfully introduce filling cakes into the international market, it is necessary to establish a systematic international expansion strategy. Firstly, it is essential to conduct thorough market research to understand the dietary regulations and consumer preferences of the target country. For example, the European Union has strict standards for food additives, and the United States requires nutrition labeling to comply with FDA regulations. Taiwanese manufacturers must obtain relevant certifications in advance, such as HACCP, ISO22000, and other international food safety management system certifications, to lay the foundation for product export. According to the Hong Kong Trade Development Council, food companies with international certifications have three times higher export success rates than those without certification.冰皮月餅
Product localization is a crucial link. Traditional filling cakes are sweet and may not be suitable for consumers in some regions. Manufacturers can develop sugar-adjusted series and launch sugar-reducing options such as 30% and 50% for different markets. Cultural differences should also be taken into account in packaging design, with the Middle East preferring gold packaging and Japan consumers emphasizing minimalist styles. Growing in Popularity in Recent YearsMooncake discountThis combination strategy is worth learning, and combining the filling cake with other Taiwanese specialties to make a gift box can not only enhance the value of the product, but also promote Taiwanese food culture. This bundle model is particularly popular in the Southeast Asian market, where sales can increase by an average of 25%.
Channel construction requires diverse layouts. In addition to traditional Asian supermarket channels, special channels such as high-end department stores and hotel dim sum departments also need to be actively expanded. Partnering with international airlines to launch in-flight snacks is also an effective way to promote them. EVA Air cooperated with a long-established bakery in Taiwan to launch a filling cake snack box, which has annual sales of more than 500 yuan. Digital marketing is also essential, and social media can showcase the craftsmanship and cultural stories of red cakes to arouse the interest of overseas consumers. The number of views of Taiwanese traditional pastry making videos on YouTube has increased by 200% in the past three years.
International Market Competitive Analysis
The competition in the international filling cake market is becoming increasingly fierce, and the main competitors include manufacturers from mainland China, Hong Kong, Japan, etc. Mainland Chinese pies account for a large part of the low-end market share due to their price advantage, and the export unit price is usually 20-30% lower than Taiwanese products. Hong Kong manufacturers are good at innovation, launching dozens of new flavors every yearbeansproducts such as mooncakes with flowing filling, red bean paste cakes with iced bean paste. Japan companies focus on brand building, integrating the production process of Japanese sweets into the production of red bean paste, positioning the high-end market.
| region | Price Range | Key Benefits: | Target Market |
|---|---|---|---|
| Taiwan | Mid-end to high-end | Inheritance of craftsmanship and stable quality | North America, Southeast Asia |
| Mainland China | Low to mid range | Cost control, capacity expansion | Africa, Middle East |
| Hong Kong | high | Product Innovation, Packaging Design | Europe, Australia |
| Japan | Class | Brand value, exquisite craftsmanship | Global High-End Market |
Alternative products from Western countries are also causing competitive pressure. Desserts such as French macarons and Italian tiramisu have strong brand influence in the international market. Taiwanese filling cakes need to highlight their unique cultural values and health characteristics to stand out in this international competition. According to the International Food Trend Report, traditional foods with cultural stories can reach a premium capacity of 30-50% in the European and American markets. In addition, import tariffs and policy barriers from different countries are also factors to consider. For example, tariff preferences between ASEAN member countries give Malaysian filling cakes a price advantage in the local market.
Internationalization strategy of red bean paste
Formulating an effective internationalization strategy requires a multi-faceted plan. In terms of product strategy, it is necessary to establish a differentiated product line to develop exclusive products tailored to different market needs. For example, it launched a high-protein filling cake for fitness enthusiasts and developed a mini-shaped filling cake for children. Quality control is the foundation of internationalization, and a complete traceability system must be established from raw material procurement to production and processing. The high-quality origin characteristics of Taiwanese red beans can be used as an important selling point, and the red beans produced in Yunlin County have obtained Japan's JAS organic certification, creating favorable conditions for high-end market development.
The pricing strategy should be flexible and diverse. In addition to maintaining the price positioning of traditional pies, you can also learn from the Hong Kong marketMooncake discountThe strategy of launching promotional plans such as early booking discounts and group purchase discounts. According to market research, moderate price promotion can increase sales by 20-30%, especially during peak holiday consumption seasons. The channel strategy should adopt the dual-track model of "traditional channels + emerging channels", not only maintain cooperative relationships with importers, but also actively develop cross-border e-commerce direct sales models. Taiwanese food manufacturers sell filling cakes directly through platforms such as Amazon and eBay, and their gross profit margins are 15% higher than traditional export models.
Brand building is a long-term project. Taiwanese filling cakes should emphasize value propositions such as "handmade" and "inheriting ancient methods" to distinguish them from competing products produced in industrial production. Participating in international food exhibitions is an effective way to increase brand exposure, such as the Cologne Food Fair in Germany and the Shanghai International Food Expo. Cultural marketing is equally important, telling the connection between the filling cake and Taiwan's festival culture, thereby enhancing the cultural added value of the product. Currently, Taiwanese manufacturers are adding AR technology to their product packaging, and after scanning, a short video of the filling cake production process can be viewed, which has received a warm response among young consumers.
Digital International Marketing Plan
- Create a multilingual official website with complete product information and buying guide
- Use Google Ads for accurate marketing and show ads in areas where Chinese people live
- Collaborate with international food bloggers to conduct product reviews and increase social media exposure
- Developing a mobile app that provides online order and delivery tracking services
- Use big data to analyze consumer preferences and adjust product strategies in a timely manner
Internationalization success stories
Many food companies in Taiwan have achieved remarkable results in the internationalization of red cakes. The long-established brand "Lao Zhen Nan" has successfully spread Han cake culture to the world by cooperating with international five-star hotels. Its standard product, red cake, is exported to the United States, Canada, and other countries every year, with sales exceeding 3,000 Taiwan dollars. The brand places a special emphasis on product storytelling, with each product accompanied by cultural explanations in both Chinese and English, ensuring that overseas consumers can understand the Taiwanese food culture behind the filling. Limited editions launched during certain festivalsGift boxes have become the first choice for many overseas Chinese to give gifts.
"Guo Yuan Yi" food focuses on developing the Southeast Asian market and adopts a different internationalization path. The company has set up a production line in Malaysia, adjusting the sweetness of the product according to local preferences, and adding elements of South Asian flavors such as pandang leaves. This localization strategy has increased its market share in Southeast Asia from 5% to 15% within 5 years. Particularly worth learning is the festival marketing strategy launched for the Mid-Autumn FestivalMooncake discountThrough activities combined with online lotteries and offline experience activities, we have successfully boosted overall sales growth by 40%.
The startup brand "Slightly Hot Hill" has shown the potential to succeed in high-end international flights. The brand has repositioned its bean paste cake as a "Taiwanese souvenir" and created a premium brand image through carefully designed packaging and store experience. The flagship store opened in Minami-Aoyama, Tokyo, has become a hot topic locally, and Japan media has flooded the news with exquisite confectionery from Taiwan. The innovative sales model of tasting and then purchasing customers successfully conveys Taiwan's human touch, tripling the unit price of red bean paste cakes compared to traditional products. This case proves that the key to the internationalization of traditional foods lies not just in price competition but in value enhancement.
These success stories demonstrate that the internationalization of Taiwanese filling cakes requires a combination of product innovation, cultural communication, and market insights. In the future, as global interest in Asian cuisine continues to grow, Taiwanese filling cakes have the opportunity to become a significant player in the international dessert market. Manufacturers must continue to capture trends and optimize product quality and marketing strategies to ensure that this traditional pastry with Taiwanese flavors can shine on the global stage.