Must-watch China fashion and urban culture trends in the Year of the Rabbit–or at least a holy trinity we think will dominate the hashtags. In general, the Middle Kingdom now has a practically palpable sense of excitement flowing through it, with most of society ready to live life at full throttle following the dismantling of the zero-COVID policy late last year. High Temper time to hop right in!
1. Coated in Guochao
The guochao (国朝| guócháo or “national wave” in Chinese) trend is not going away like most crazes that surface and then subside. Au contraire, this movement is here to stay and make, well, waves in the Year of the Rabbit (this January 22-February 9, 2024).
This vogue was born from the observation by young Chinese generations that their country had the potential to become a leader in innovation. Whereas millennials have seen their country evolve into a global force to be reckoned with, Gen Zs have only known a China that rivals the West on an economic level. With the rise of economic power eventually came cultural power and the power to look oneself in the mirror and recite some cultural affirmations. For many, the guochao movement represents the revival of Chinese culture.
Chinese fashion brands, both bona fide and budding ones, are set to keep taking cues from their innate legacy. In other words, the guochao movement is bound to keep broadening its horizons. Just think about one of last year’s trending newbies: Neo-Chinese style (新中式| xīn zhōng shì or “new Chinese style”). Like guochao, this trend features traditional Chinese fashions mixed with modern elements but does so in a more boldfaced way by adopting more flashy subcultural aesthetics–think cyberpunk and Y2K (referring to the 2000s-era styles in the West, from low-rise jeans to scarf tops). The Year of the Rabbit will surely generate a few new spin-offs.
But the guochao influence isn’t limited to fashion. Over the past few years, it has fanned out to include the realms of art, food and beverage, and cultural tourism–to name a few. The Year of the Rabbit will surely see those sectors throwing a few more traditional ingredients into the mix to goose that traveler gusto. Take tourism, for example. Chinese consumers have been actively embracing domestic cultural tourism during the holidays, taking special interest in sites with historical significance. “Visits to cultural destinations help satisfy the need for spiritual gain,” Song Rui, director of the Tourism Research Center under the Chinese Academy of Social Sciences, told state-owned China Daily in December 2021. Song added tourism at that point had already seen a shift from a primary stage of natural beauty to a new phase powered by cultural values–a trend that continued throughout 2022. And though boosted since 2020 by an inability to travel abroad courtesy of COVID-19, we have a feeling China’s local cultural wanderlust won’t ebb.
Plus, China’s Ministry of Culture and Tourism’s14th Five-Year (2021-25) Plan clearly shows the powers-that-be aren’t willing to let it slip away either. Tourism products are receiving an upgrade throughout this period, with new offerings, such as national cultural parks, red tourism routes and ice and snow tourism attractions, featuring high on the agenda, according to the ministry.
From local to global we go, then… Over the past years, savvy foreign brands, some more successfully than others, have tried to incorporate guochao as they develop China-oriented products. We can expect more international brands to embrace guochao this year because reality holds that even as Chinese consumers progressively embrace local aesthetics, foreign brands still enjoy a reputational advantage in sectors where product prestige or quality is a top consideration. But hold your zodiac animals, all you intercontinental peeps wanting to get a slice of the Chinese consumer pie… These savvy domestic customers can spot a desperate “let’s throw in a hint of red and a rabbit” bid to enter their nation’s market in a bunny hop… #justsayin’
2. Hiking Hashtags
China Central Television’s annual Spring Festival Gala (commonly known as 春晚| chūnwǎn) on January 21 had a skit starring actors in cycling gear. Good old-fashioned cycling has made quite the comeback in China in the past few years and really switched gears in 2022 as ubiquitous lockdowns and working-from-home stints held the nation in their grasp and inspired residents, usually urbanites, to venture outside for some fresh air as much as they could. Cycling combines exercise with being outdoors, both of which Chinese people care about now more than ever. The pandemic and all that came with saw people expand their urban panoramas, with just being outside and staying healthy basically reaching whole new appreciation levels.
And speaking of outdoor trends…
From the urban jungle to the great outdoors, hip China’s 2022 lust for layers is here to stay in 2023. China’s individualistic young consumers are increasingly focused on paying for things that enhance their lifestyles, i.e., things that help them acquire new skills, access new experiences, and become healthier.
Earthy-tone safari jackets, multi-pocket vests, and drawstring bucket hats. This was the typical mood board of last fall’s mainland mode. Referred to as 山系穿搭 (shān xì chuāndā| literally “mountain outfit”) or mountaincore, this look weaving together camping-inspired utility wear with urban chic was one of fall’s displays of the outdoor boom in young, happening China. Gorpcore—think mountaincore on one too many matchas–described the 2022 rise in popularity of functional gear normally only seen on hikers and mountain climbers. The gorpcore穿搭 and 山系穿搭 hashtags on lifestyle slash e-commerce platform 小红书 (xiǎohóngshū or “Little Red Book”) had a combined 51,000 notes as of January 22. Then there’s the ongoing winter season of chic shenanigans in the snow, with Beijing’s suburban ski slopes opening to the public again on December 6 last year, which has already demonstrated how the passion for skiing pizzazz, too, is back in town. We’ll circle back to that ice and snow fun in a jiffy.
With Chinese consumers taking their post-zero-COVID flexibility from the ski slopes to the hiking trails and onto the glamping sites, all these hardcore, outdoorsy attitudes and related styles will reach new altitudes throughout 2023. The country’s current consumption is less about enhancing one’s status in the eyes of others and more about living a fulfilling life. Our somewhat educated guess is that any category related to self-expression, wellness and leisure will keep raking in the devotees and dough in 2023.
The young urbanite opinion holds that outdoor culture is in.
3. Cultural Opinions
China’s Cultural Consumers (CCC) are made up of young, highly educated and digitally oriented Chinese, generally millennials and Gen Zs. They have been exposed to the globalized world from an early age on and have a thorough grasp of it but were born in a world where China was a global economic power. And so, they show a bigger interest in and appreciation for Chinese culture and are often seen as the most patriotic generation.
Leading this culture-seeking crew, we find a new generation of influencers, aka the “Cultural Opinion Leaders” (COL) aka China’s self-declared pioneers of culture-related refinement. They favor local businesses and followers place their trust in them because they are authentic and credible—and like to celebrate their country. These influencers hold real cultural authority in their own domain and have gained substantial followings over the past year or so. Somehow we figure this ties in nicely with the aforementioned guochao evolution to keep an eye on over the upcoming 12 months–might just be us, though.
Less interested in showing a manicured representation of their lifestyles, the COLs are more driven by fostering communities around specific topics, niches, and aesthetics that interest them. In the second half of 2022, the subjects and sub-genres of, you guessed it, health, wellness, outdoor relaxation and related styles started popping up and spurring on some serious online traction. These COL-led communities are set to climb to new heights this year.
The COLs are also further boosting the growth of smaller online podia. Though China’s omnipresent super app WeChat and the country’s Twitter-esque platform Weibo still play major roles in daily life, they are not where young consumers look for like-minded communities. Instead, they embrace smaller platforms like Little Red Book and e-commerce platform Pin Duoduo (拼多多| pīn duō duō) for that, especially those active users under the age of 24.
Ice and snow culture has been on fiyaaah in China, especially since the Beijing 2022 Olympics, and many young consumers want to experience it firsthand—whether it be by taking to the slopes or by visiting a traditional ice lantern festival in north China. This is where curated COL content comes in handy. For example, the “what to wear for skiing” (滑雪穿什么衣服| huáxuě chuān shénme yīfu) hashtag on Little Red Book featured over 284,000 notes, tips and tricks to cut the most fab figure that will leave everybody in your powder as of January 22.
In sum, the guochao swell, outdoorsy pursuits and curated cultural enrichment: these are the must-watch trends, aka the holy trinity, ready to zip up a ski ramp and launch themselves in the Year of the Rabbit.
FEATURED IMAGE: COLLAGE OF MUST-WATCH TRENDS AND HASHTAGS for the year of the rabbit ON LITTLE RED BOOK and DOUYIN–but the bottom right picture comes via Highsnobiety
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