The past is now present in Chinese chic

The phenomenal success of the animated film Ne Zha 2 and video game Black Myth: Wukong, as well as the booming sales of related merchandise reflect the popularity of guochao, or China chic, in the country's cultural consumption.

Over the past decade, the trend has become a defining feature of China's cultural landscape. From museum-inspired creative products to peripheral merchandise inspired by period dramas, and from immersive digital experiences to traditional attire, fashion items infused with Chinese cultural elements have permeated fields such as clothing, cuisine, furniture, architecture, music and industrial manufacturing. It is estimated that the market value of Chinese traditional costumes will reach 250 billion yuan ($34.85 billion) this year.

Fashion is one of the most emblematic domains of guochao. In recent years, young people dressed in traditional Chinese garments have become a common sight during holidays. They express their individuality and appreciation for traditional aesthetics. Indeed, guochao has deeply influenced contemporary Chinese fashion design and consumption, with clothing featuring cultural motifs gaining immense popularity.