In recent years, best sellers of Guochao(Chinse fashion trend) continue to emerge. For example, the cultural creativity of the National Palace Museum, which is full of classical Hanfu, innovative features, and watches that integrate a sense of science and technology with traditional cultural elements… These Guochao cultural creative products involve all aspects of spiritual life and material life, such as music, art, architecture, furniture, clothing, food, daily-use cultural creativity.
Guochao, what does it represent?
What is Guochao? It is China’s cultural trend, fashion trend and consumption trend. Guochao is becoming a new favorite of young people’s fashion culture. More and more young people take Guochao as a new form to express their feelings and fashion attitudes.
First let’s talk about the Hanfu in Guochao. Hanfu Spring Festival Gala is a large-scale online party in the Hanfu circle, which has been held for 12 times so far. During the live broadcast of the 2022 party, 300000 people watched it. This Hanfu culture reflects the young people’s life attitude and aesthetic spirit of respecting tradition and modernity.
Guochao represents traditional Chinese culture
At present, many time-honored brands and new brands are re-creating Chinese traditional culture. Whether it is buying, drying or using Chinese products, or wearing Hanfu, listening to folk music and watching ancient costume movies and TV, young people not only recognize the brand image of Chinese culture and national fashion consumer goods, but also strive to find a fit with the spirit of Chinese culture in life attitude, aesthetic taste and fashion pursuit, reflecting a high degree of cultural confidence.
Nowadays, Gen Z shows more and more concern for Guochao, quintessence and products. These generation Z tend to have a more positive consumption view, which is regarded as an important factor to promote the fission of business culture. Young people’s enthusiasm for national brands such as national products, quintessence, national style and Guochao is expressed in their daily life… A report recently released pointed out that generation Z contributed 74% of the consumption of Guochao brands in the whole industry. According to relevant statistics, in 2020, the consumption enthusiasm of young users for Guochao goods increased by more than 10 times over the previous year.
Good example of Guochao event
On Qixi(Chinese Valentine’s Day) this year, Dunhuang Cultural launched the Oriental fashion makeup series Qixi Dunhuang. The idea came from the mural of the 9th cave of the Mogao Grottoes. The mural depicts the bride price and marriage customs in Dunhuang in the late Tang Dynasty. The mural is colorful as a whole, setting off the warm atmosphere of the wedding in the painting.
Why is Guochao popular with young people? Because it often represents a cultural trend, a fashion trend, a popular trend and a taste of the times. In the rush of pursuit and popularity, young people express strong self desire. Fans of Guochao can reflect their own style and attitude towards life. As a result, they can gain a kind of identity and cultural identity. Moreover, in a trend and a fashion, social hot spots integrate with the spirit of the times. Finally, young people find a spiritual fit in the process of pursuing cultural trends.
Deep Digital China will follow up with this topic and share further.