Festival fare: Imported food gains ground

Tastes in China are also rapidly evolving, with younger consumers now gradually becoming a new driving force in the local market.

The tech-savvy younger generation, especially those born in the 1990s and 1995s, has shown great enthusiasm for the convenient e-commerce and asks for diversified and international nianhuo selections.

Specifically, the New Retail boom brought by the cross-border e-commerce has also paved the way for the consumption of overseas produce during Spring Festival. With the booming internet technologies, both urban and rural consumers will enjoy the convenience of purchasing imported goods from online channels.

"Currently, mature families are still the core of cross-border consumption," the report said. "With their growing purchasing power, younger consumers are adding new impetus and vitality for imports, presenting a new trend of diversified consumption."