Wear it, drink it: China-chic trend powers cultural confidence

Behind a carved gate in a Suzhou garden in Jiangsu province, 4-year-old Miao Muqing twirls in a peach-colored cloak and an embroidered horse-face skirt. For her mother, Zhao Yajing, this outfit isn't just a souvenir of their trip — it's a modern take on hanfu (traditional Chinese clothing) designed for everyday wear.

This shift toward a "new Chinese style" has transformed traditional aesthetics from a niche hobby into a market powerhouse. What was once reserved for festivals now dominates daily wardrobes, driving a massive wave of China-chic consumption that blends cultural pride with modern convenience.

From high-tech textile factories in Shandong province to immersive tea houses in Guizhou province, the trend has expanded far beyond clothing to beverages, reshaping how young Chinese consumers spend their time and money.

"Since the beginning of the year, orders have been booked through the second quarter. Traditional Chinese-style clothing has entered daily life, and our customer base now covers a wider range of age groups," says Xie Linglong, cofounder of the hanfu brand Zhizaosi.

Yang Xiaodong, vice-president of the China National Garment Association, notes that consumers are not just paying for the clothing itself but also valuing its aesthetic significance and cultural value. "This phenomenon reflects strong cultural confidence among the public," he says.

Businesses across the industry are actively responding to the trend by innovating in design, manufacturing, and marketing to meet the rising consumer demand for culturally inspired products.

Textile enterprises in Caoxian county, Shandong province, collaborate with universities to develop designs inspired by local cultural elements such as peonies. Some factories have adopted digital technology to standardize the reproduction of traditional craftsmanship, while some stores create immersive cultural experiences for customers.

China-chic products not only weave tradition into modern wardrobes but also brew it into new-style tea drinks that combine tea with milk, fresh fruit and inventive toppings.

Chen Ying, a visitor from Qingdao, Shandong, recently began her trip to Guiyang, Guizhou, not at a scenic spot but at Quchashan, a teahouse whose name evokes a journey to tea-growing hills.

Founded in Guiyang in 2000, Quchashan now operates more than 60 outlets across 11 Chinese cities, serving nearly 20,000 customers daily. On Xiaohongshu, the lifestyle social media platform, the hashtag Quchashan has garnered over 86.6 million views.

Upon entering, people are greeted by decor featuring local cultural elements, including Miao embroidery and Guizhou pottery. Inside, customers read, chat, or simply relax, while others browse souvenirs, including fridge magnets featuring local landmarks. "We want every visit to be a complete cultural experience," says Chen Li, regional manager for Guiyang at Quchashan.

Modern tea spaces like Quchashan have become a lifestyle choice for young people. Many enjoy sipping tea while overlooking the historic streets below, tasting tea-infused dishes, and shopping for, or even crafting, cultural and creative products inspired by tea traditions.

"By tapping into their cultural roots, emerging tea brands can effectively build stronger recognition and value among consumers," says Chen Fuqiao, an associate researcher at the Chinese Academy of Agricultural Sciences.

Traditional culture has become a quiet driving force behind new consumer experiences. A report from market research firm iiMedia Research says the market for China-chic products and services is expected to exceed 3 trillion yuan ($435 billion) by 2028.

To better nurture the cultural foundation of these new consumer trends, supportive policies are being steadily introduced.

In January, the State Council rolled out a series of measures to foster new growth points in the culture and tourism sector, including provisions encouraging the creation of products that embody Chinese style and aesthetics.

Local authorities are also fostering this cultural-economic synergy through targeted initiatives. Shanghai has outlined plans to become a leading hub for cultural consumption, emphasizing immersive experiences and new lifestyle offerings.