Guochao (国潮), also known as " Chinese fashion trend " or " national trend ," refers to an emerging sentiment in China that promotes Chinese ideas and cultural heritage, leading to a renewed preference for homegrown brands and products. This trend reflects Chinese consumers' increasing interest in national culture and manifests across various sectors, including fashion, beauty, electronics, food and beverages, and even traditional arts.

The main followers of Guochao are millennials (born 1980-1995) and Generation Z (born 1995-2010). Unlike older generations who may have had more exposure to Western brands, these younger demographics have grown up during a period of rapid economic growth and increased national wealth in China. This background has fostered a strong sense of national identity and confidence in their traditional culture.

Guochao brands often incorporate traditional Chinese culture and style into their products and marketing. A notable example is the sportswear brand Li-Ning, which made a comeback by integrating traditional Chinese cultural elements into its designs, particularly during its 2018 New York Fashion Week appearance. The trend is not limited to new products; many long-established Chinese brands have revitalized themselves by introducing innovative marketing strategies, co-branding initiatives, and leveraging digital channels and online influencers to connect with younger consumers. Examples include the liquor maker Luzhou Laojiao launching perfume and White Rabbit candy collaborating on a lip balm.

The rise of Guochao is also closely linked to the popularity of Chinese social media platforms like Xiaohongshu, Douyin, and Weibo, where young people share content related to Chinese culture and domestic brands. This trend signifies a shift in consumer behavior where Chinese consumers increasingly prioritize design, quality, and cultural connotation over brand premium. Guochao represents a broader cultural movement of rediscovering and blending China's past with its present, influencing aspects of modern Chinese life.

Under Construction

Under Construction

Under Construction

Fashion is related to the New Chinese Style .

Under Construction