"Meeting on SNS to Share a Variety of Cakes"... The Trend Captivating China's Generation Z [China.zip]

Consumption Patterns of China's Generation Z Extend to Dessert Culture
How It Works: Organizers Announce on SNS, Participants Join

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A so-called "Cake Breaking Gathering" (Shagao), where people share and taste famous cakes costing tens of thousands of won per whole cake by dividing them into slices, has recently emerged as a new consumption trend among China's Generation Z (born in the late 1990s to early 2010s). Instead of fully enjoying a limited product purchased at a high price, young Chinese are spreading their consumer mindset of experiencing more with less money—even to dessert culture.

On July 7, China News Service highlighted this culture, reporting that the so-called "Cake Breaking Gathering," where people jointly purchase and share expensive, well-known cakes through social networking services (SNS), has become a trend among China's Generation Z.

Known for costing tens of thousands of won per whole cake, famous bakery cakes are being cut into slices and shared together in what is called the 'Cake Breaking Meeting' (局), which has recently emerged as a new consumption trend among Generation Z in China. China Xiaohongshu.

How It Works: Organizers Post on SNS, Participants Join

"Cake Breaking" refers to a culture in which several people collectively purchase and enjoy various cakes—from trendy hotspots, SNS-worthy desserts, to premium cakes. The organizer posts a pre-announcement on SNS, including information about the cake selection, time, and location. Participants then decide whether to join based on their budget and the type of cake being offered.

The main participants are those born in the 2000s. Ms. Xiaoqian explained that popular cakes are expensive and often require pre-ordering, making them difficult to sample alone, but these gatherings allow her to try a variety of cakes. She said, "Recently, I joined a gathering where each person paid 150 yuan, and with six people, we were able to try five different cakes together." In fact, the price of cakes in China varies greatly depending on region, brand, size, and flavor, but typically ranges from 60 yuan to 500 yuan (about 13,000 won to 110,000 won). Especially for custom-made or large-sized cakes, prices can reach as high as 2,000 to 5,000 yuan (about 440,000 won to 1.11 million won). Such prices are not easy for young people to afford on their own.

A new consumption trend called the "Cake Busting Gathering," where pieces of famous cakes costing tens of thousands of won per whole cake are shared and tasted together, has recently emerged among Generation Z in China.
Xiaohongshu, China.

Ms. Xiaowu, who identified herself as an organizer for "Cake Breaking," said, "It all started with a love for desserts. I never expected it to become such a trend," explaining that she creates and posts an invitation on SNS about a week before the gathering, including the café name, menu, and expected budget. She added, "All the spots are filled on the same day the invitation is posted."

A New Consumption Trend Among Generation Z

'Cake Crushing Gathering' Invitation. China Xiaohongshu.

Mr. Linyu, who introduced himself as a university student, said he first joined a gathering at a friend's recommendation: "At first, I participated out of curiosity, but now I join every weekend." He added, "Without having to buy a whole cake, I can try several flavors at once for just over 100 yuan. I also like that there's no pressure to forcibly socialize with others."

The media outlet emphasized, "'Cake Breaking' has become a new consumption trend among Generation Z," noting that participants pay a specifically divided amount and can easily experience a single piece of dessert without financial burden.

In fact, searching for "Cake Breaking" together with a region on the Chinese SNS Xiaohongshu (小红书) yields numerous recruitment posts for gatherings. Groups of six to eight people gather, slice cakes, taste them, and even rate each one. Unlike traditional gatherings, there is no need to do background checks or overly reveal oneself, so young people worn out by social pressures can feel psychologically at ease. The trend reflects Generation Z's preference for light, temporary relationships over obligatory networking—they can meet and part ways freely.

Youthful Consumption Desires Fulfilled... Spreading in Chinese Cities

Chinese Generation Z members evaluating taste at the "Cake Breaking Society" (局). Xiaohongshu.

Chinese Generation Z enjoying various cakes at the "Cake Crushing Gathering" (局). Xiaohongshu.

Dr. Li Hanliang, a professor at Zhejiang University's Department of Business Administration, pointed out that this trend is not just a fleeting fad of young people gathering to eat cake. He explained, "It satisfies the consumption desires of young people who want to enjoy various flavors," adding that it reflects the trend of young consumers wanting to try new things with small amounts of money.

This trend is spreading rapidly in cities like Hangzhou, Shanghai, and Nanjing. Initially, it was simply about buying and tasting trendy cakes together, but recently, it has evolved into sampling cakes from luxury hotels or setting specific brands or flavors as the theme.

Dr. Li also noted that the "Cake Breaking Gathering" parallels the "leftover food blind box" (end-of-day discount random box) culture that has spread among young people in recent years. The "leftover food blind box" involves bakeries and hotels boxing up unsold food at random before closing and selling it to Generation Z at 30–40% of the original price—a consumption pattern that has become popular. Dr. Li analyzed that Generation Z is redefining consumption in their own way: "Rather than showing off or focusing on ownership, they value the experience and practicality itself."

This content was produced with the assistance of AI translation services.