The streets of Quzhou, Zhejiang province, are filled with the sweet aroma of traditional qingtuan, also green glutinous rice balls, which is experiencing a resurgence in popularity, significantly boosting the holiday market for the upcoming Qingming Festival holiday.

Longyou Xingzong Food, a local company specializing in qingminguo (a variant of qingtuan), has reported a sales boom with daily volumes exceeding 10,000 units and anticipates a further surge during the holiday.

This trend is mirrored in Quzhou's popular food streets, where customers are flocking to buy these seasonal delicacies.

Qingminguo can be enjoyed steamed for a soft, chewy texture. [Photo/WeChat account: quzhouta]

Some residents prefer making qingmingguo, enjoying the craft. Zheng Zhiqing, a craftsman in Yuankou village, meticulously prepares rice dough from fresh mugwort, maintaining a reputation for quality that drives robust annual sales.

Hotels and bakeries are also promoting qingtuan. At Tianzhenhan Bakery, attractively packaged treats have become a bestseller, while retailers are innovating with flavors like taro, durian, and cheese, alongside classic fillings.

Packaging has also become a creative endeavor, with designs incorporating cultural elements that reflect a broader shift towards experiential consumption, and some supermarkets offering live qingtuan-making demonstrations to engage families in the cultural heritage of Qingming Festival.