Today “Made in China” is no longer synonymous with poor quality, and consumers are promoting a Chinese nationalism that is influencing consumer habits across the country. Guochao means “national wave” or “national trend” and refers to the new consumer habits that are emerging in China. Indeed, consumers, especially young people, want to see their culture and traditions incorporated into the consumer goods industry in China.
Guochao: Reinventing national identity through cultural affirmation
The Guochao movement was born from the observation by young Chinese generations that their country had the potential to become a leader in innovation. These young people have known only a strong China that rivals the West on an economic, cultural and diplomatic level. And with the rise of this economic power comes cultural power and the affirmation of culture. For many, this Guochao movement represents the revival of Chinese culture.
It was Li-Ning who, in 2018, was one of the first to combine Chinese tradition and modernity to breathe new life into his brand. Indeed, the streetwear brand, popular in the 80s and 90s, had been overtaken by the arrival of Nike and Adidas and cast aside by consumers. But, during New York Fashion Week in 2018, the brand made a risky bet that turned out to be a great success. Indeed, the Wu Dao collection, inspired by Taoism and other elements of Chinese culture, has been widely talked about on Chinese social media and has contributed a great deal to popularizing the Guochao movement. But it was in 2020 during the pandemic when the appeal of Guochao really took off. Indeed, this was due on the one hand to the uncertainties of China’s international relations and on the other hand the surge of national pride.
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