“This is New Year’s food” Popularity exploded among young people in China

Chinese people take it very important to eat together during the Lunar New Year (Chinese New Year). However, the atmosphere of the Lunar New Year is expected to be quite different from the previous year. This is because the Chinese government is implementing quarantine policies such as’restriction of movement’, saying that it is preventing the spread of Corona 19.

Thanks to this, there is something that is gaining popularity. It is’Milkit’.

Shinhwa News reported recently, “Recently, the milk kit is gaining great popularity in hypermarkets and e-commerce platforms,” and “especially young people are looking for such a milk kit.” . Milkit is a term for a simple cooking meal enclosed with trimmed ingredients and packaged sauce.

Jang Han (26), who works in Changchun City in Jilin Province, said, “I decided to spend the Lunar New Year alone without going to my hometown of Guangdong this year. Revealed in an interview with. “I learned that my friends around me love semi-cooked milk kits, so I ordered Cantonese-style milk kits online,” he said.

The reason why milk kits are causing a blast as New Year’s food is also because the variety is so diverse.

On e-commerce platforms such as Taobao and Jingdong.com, you can easily find milk kits sold by numerous companies. It is characterized by being subdivided into Sichuan style and Cantonese style. They range from one-person set to a’feast set’ that can be enjoyed by multiple people. The price range is also varied, so anyone can enjoy it easily. Competition among companies intensified, and there were places that guide recipes through videos.

Most of the people who visit the New Year’s Milk Kit were found to be ’90 Hou (born in the 1990s). An industry insider said, “Many people want to feel the taste of their hometown on New Year’s Day, but it takes a lot of time and care, so I can’t take it hard.” “The reason to turn it off.”

The popularity of Milkit is both online and offline.

Famous restaurants are successively offering unique milk kits under the name’Nyolyepan Set’.

It is only recently that milk kit has emerged as’hot’ in China. As the number of single-person households increased, the single-person food market was booming. Their favorite is instant foods that can be cooked quickly and easily, but recently, milk kits, where you can enjoy a wider variety of foods, have also started to emerge as the trend.

The Corona 19 pandemic, which started last year, also had a big impact on the Milkit blast. Instant foods and milk kits emerged as alternatives in a situation where they couldn’t buy and eat outside, and food delivered was not good enough.

Reporter Lim Ju-ri [email protected]