Chinese Hanfu culture is becoming increasingly common in the streets and scenic spots. The rise of new media, especially short videos, and the popularity of Tik Tok, Bilibili, and online celebrity Li Ziqi have pushed the Hanfu culture to “go out of the loop,” with more and more young consumers joining in, Hanfu brands are springing up like mushrooms.
Chinese Hanfu culture is becoming increasingly common in the streets and scenic spots. The rise of new media, especially short videos, and the popularity of Tik Tok, Bilibili, and online celebrity Li Ziqi have pushed the Hanfu culture to “go out of the loop.” With more and more young consumers joining in, Hanfu brands are springing up like mushrooms.
last year’s Hanfu turnover on the Taobao platform alone exceeded 2 billion yuan (RMB, the same below). The culture of Hanfu has changed from “self-adoration in an enclosure” to a trend of travel and play. In 2020, which is praised by the media as “the year when Hanfu comes out of the enclosure,” whether the Hanfu market can become the tread is attracting attention from all sides.
On March 26, tens of millions of people poured into the official live broadcast room of “Chinese Clothing Day” sponsored by the Communist Youth League. On that day, the topic of “Chinese Clothing Day” was read 1.1 billion times across the platform.
Hanfu refers to “traditional Chinese costume.” In 2002, a group of young people quietly began to revive the Hanfu culture on the Internet forum. Regardless of the curious eyes around them, they put on the crude Hanfu that they made by themselves and took to the streets. No one had ever thought that nearly 20 years later, when the national culture tide shows up, Hanfu became the online cyber.
Hanfu, which has always been regarded as one of the representatives of Chinese culture, has returned to public view. The rise of short videos in the past two years, the promotion and guidance of online celebrities such as Li Ziqi and Xu Jiao, and the romantic and beautiful images and elegant and flexible posture in the pictures have made Hanfu more and more attractive with young people.
Analysts pointed out that the antique Chinese clothing market is just emerging, and there is a huge untapped space behind it, with a market volume of 100 billion yuan. More and more people are investing in the sales market of Hanfu, and the industries related to Hanfu are also rising and becoming new bright spots. Stores such as Hanfu peripheral accessories, Hanfu rental, and Hanfu experience hall have sprung up.
In addition to economic benefits, more and more attention has been paid to Hanfu, which is also of great cultural significance and reflects the enhancement of the cultural confidence of the young generation in China.