During Lantern Festival, which is celebrated on the 15th day of the first lunar month, long lines of customers wait outside Beijing bakery brand Daoxiangcun's stores in the capital.

The brand owns 218 stores and more than 1,000 counters in malls and supermarkets throughout the city.

Dong Shanshan, a 35-year-old Beijinger said: “I feel I'm missing something if I don’t eat Daoxiangcun’s yuanxiao (sweetened rice dumplings) during Lantern Festival. That day, I traditionally buy them fresh from a Daoxiangcun store early in the morning. ”

For many people like Dong, eating Daoxiangcun’s yuanxiao is an essential Lantern Festival tradition.

There are four flavors with different fillings －black sesame, haw, nuts and cocoa.