Social media platform data indicates the rising popularity of "New Chinese Style outfits" that emerged earlier.
The Chinese Brand Consumption Trend Report from the JD Research Institute for Consumption and Industrial Development, published last year, highlighted a significant increase in the purchase of Guochao products, also known as "National tide" or "China chic".
Between 2019 and 2022, Chinese consumers buying products with Chinese cultural elements surged by 74%, with sales experiencing a remarkable 355% growth.
