'MEISUN' mooncake exposed as knockoff, monthly sales exceed RMB 50 million despite NO stores in HK
Recently, a brand of mooncakes labeled "MEISUN" has been sold in livestreams hosted by popular internet personality "Crazy Little Yang Brother" and other major streamers. The brand is advertised as originating from Hong Kong, offering various mooncake packages such as three boxes for RMB 99 and three boxes for RMB 169.
However, according to an investigation by the Mainland media Lanjing News, this brand has no presence in HK, neither online nor in physical stores.
The reporters from the media, after consulting third-party data platforms, discovered that the brand has achieved over RMB 50 million in sales on Douyin (China's TikTok) in the past 30 days. This figure is comparable to that of the well-known HK mooncake brand "Maxim's," and in terms of units sold, "MEISUN" has far surpassed Maxim's.
According to the reporters, in terms of packaging, name, and its signature "lava custard mooncakes," the "MEISUN" mooncakes bear a strong resemblance to Maxim's mooncakes. Moreover, with the "Hong Kong" label prominently displayed, "Hong Kong MEISUN" is marketed as a premium, classic mooncake brand.
Further investigation revealed that the operator behind the "MEISUN" brand is Guangzhou Meicheng Food Co., Ltd. According to the company's official website, the brand was established in 2019 and is part of Hong Kong Meicheng Food Group Co., Ltd.
While the company is indeed registered in HK, as confirmed by the reporters using the Tianyancha business information app, searches for "Hong Kong MEISUN" and "MEISUN Mooncakes" on HK's largest e-commerce platform, HKTVmall, yielded no results.
Additionally, the reporters contacted several agents of "Hong Kong MEISUN Mooncakes," all of whom confirmed that the company has no stores in HK and that the mooncakes are primarily produced in Guangzhou and Foshan.
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