Xin Ou
Research expert covering Greater China
China-chic and domestic fashion market in China - statistics & facts
China-chic, also known as “Guochao”, is a patriotic consumption trend on the rise for over a decade, where consumers favor products with Chinese characteristics as well as trendy domestic goods. With the confidence of Chinese consumers in their own culture continuously increasing, the Guochao market is expected to reach a value of over three trillion yuan by 2028, particularly taking the fashion market in China by storm.
Revival of historic folk costumes
Unlike the timeless Qipao (another traditional dress, also called “mandarin gown”), most people found it embarrassing to wear Hanfu in public a decade ago. With rising cultural confidence, Chinese people are increasingly willing to dress themselves in this traditional clothing of the Han ethnic group on various occasions. The market size of the Hanfu industry has skyrocketed since 2018. The most popular piece is Mamianqun, or “horse-face skirt”, which is easy to match modern clothing, thus usable as a daily wear. This item became a must-have for many to embrace the year of Loong (more commonly the "year of dragon"), generating a retail sales value of nearly 700 million yuan within the first two months of 2024.Traditional gold craftsmanship as the key to excellence
Pure gold jewelry has never been so popular, especially among the younger generations. To them, pure gold jewelry not only retains its value over time, but also represents the inheritance of traditional Chinese culture. With the popularity of China-chic, gold jewelry produced using traditional Chinese craftsmanship has gone viral. According to a survey, there was significant consumer interest in jewelry products bearing elements of traditional Chinese culture or craftsmanship.Domestic cosmetic brands overtake foreign rivals
In 2023, domestic products made up over half of the total retail sales of cosmetic products, where China-chic is indispensable. Iconic national brands using traditional Chinese medicine ingredients regain consumer attention, while new emerging ones manage to stand out by integrating traditional cultural elements into their unique packaging design or developing makeup products in line with Chinese color aesthetics. Notably, a survey shows that most surveyed consumers would take quality, price, effects and ingredients into consideration when selecting Guochao beauty and cosmetic products, while a third would make their decision based on the packaging.Are domestic brands the sole beneficiaries of this trend?
Not exactly. Many renowned foreign brands such as LOEWE have won favor with Chinese consumers by capitalizing on their preference for products with traditional cultural elements. On the other hand, local companies offering poorly designed or low-quality products with “Guochao” label got discarded. After all, Chinese consumers expect China-chic products to be of high-quality, creative and stylish, so that they could wear them with pride.
