The sacred ‘it bag’: Temple fortune pouches sweep China

Oversized lucky pouches are fast becoming the latest “it bag” in China. Often associated with wealth, blessings, and prosperity in Chinese culture, the fabric bags have become a must-have accessory. Lingyin Temple, a Buddhist establishment in Hangzhou, has seen its “fortune pouches” (钱袋子) gain significant buzz on social media. A Shanghai-based consumer took to social media to recount her journey of driving 200km to the temple to buy one of these sought-after bags. She said that the 88 RMB ($12) pouch boasts a distinctive design enriched with traditional Chinese cultural elements, making the journey worthwhile. Visitors from around the nation are flocking to the temple, eager to get their hands on this trending item. Each pouch is crafted from premium silk or leather and adorned with hand embroidery, bringing to life spring scenes from Lingyin Temple, such as cherry blossoms and lush bamboo. This meticulous attention to detail is reminiscent of the artisanal precision found in international luxury brands like Louis Vuitton. Guochao and cultural creativity: The rise of heritage-based fashion The popularity of Lingyin Temple’s Spring Edition fortune pouches speaks to the rise of Chinese consumer demand for cultural and heritage-based products. From the Palace Museum’s heritage lipsticks to Dunhuang’s celestial scarves and Suzhou’s delicately embroidered handbags, cultural products have been capturing attention across China with their innovative designs and meaning. By reviving traditional heritage and aligning it with contemporary tastes, these products have turned “guochao,” or China chic, into a contemporary fashion statement of cultural creativity. Temple merchandise drives tourism boom in Hangzhou’s West Lake Area Rising demand is also translating into tourism. Hangzhou’s West Lake Scenic Area, located near Lingyin Temple, welcomed 982,700 visitors on October 3, 2024, up 55.89% YoY. Many of these tourists were drawn by creative cultural products. The release of Lingyin Temple’s Spring Edition fortune pouches has not only fueled consumer spending in the surrounding scenic area, but also highlights the draw of traditional Chinese culture. This integration of cultural creativity with tourism is quickly becoming a defining trend in China’s cultural tourism sector. Visitors are now able to pair scenic exploration with meaningful souvenirs, creating travel experiences that feel more personal. Against a backdrop of intense job market competition, economic uncertainties, and familial pressures, the temple has cleverly integrated auspicious meanings like “wealth” and “romance” into its pouches. Moreover, the products align with the younger generation’s consumer psychology, which demands both utility and emotional value.

The sacred ‘it bag’: Temple fortune pouches sweep China

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Published March 05, 2025

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The sacred ‘it bag’: Temple fortune pouches sweep China