As young Chinese put off tying the knot, traditional wedding candy sellers feel the pinch
Young people in China aren’t tying the knot—at least not like they used to. In 2013, 10 million couples said “I do.” By 2022, this figure had dropped to less than 7 million. The number of weddings has only started to pick back up in 2024, the auspicious Year of the Dragon.
The decline in marriage rates has taken a significant toll on the economy. The sweets sector is one of the casualties. Retailers of xitang (喜糖), literally “auspicious candy,” which is given out at milestone celebrations in Chinese culture like weddings and graduation parties, now make their living by catering for events such as banquets for students who’ve passed examinations.
Alongside the decline in marriages, consumers today are also choosing low-sugar diets over sugary snacks. If wedding favor bags contained 28 candies per bag in the past, guests today might find just eight.
But sweet times aren’t over, not if the candy industry can help it. With new flavors and fashionable designs, wedding candy retailers are striving to regain the favor of young consumers.
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