China’s Gen Z is dressing like desserts

Mouth-wateringly artistic desserts have dominated Chinese photo-sharing apps since their inception. There’s a reason why Gelato Dal Cuore’s (达可芮) oat earth ice cream went viral in Shanghai in 2021, why influencers across Asia flock to the fluffy, baked delights of Butterful & Creamorous, and why #dubaichocolate (迪拜巧克力) has now racked up 260.7 million views on Xiaohongshu (also known as RedNote). The trend of visually delicious treats has become so prevalent that it’s now influencing online style aesthetics among Chinese Gen Z — most recently with the rise of Lulicore or “可露丽风” (keluli feng). Drawing inspiration from nostalgic French canelé desserts, this old-money-inspired look exudes soft femininity, characterized by a muted color palette of pink, blue, yellow, and green, often paired with shades of brown. Tuned-in netizens are donning frilled butter-yellow blouses with suede jackets and green bows, or combining tailored brown pieces with pops of pastel. It marks an evolution of China’s minimalist Maillard trend, which saw brown take off in young fashion circles back in 2023. The rise of Lulicore On Rednote, a plethora of pistachio green and brown color palettes is circulating under the #Lulicore tag — shades that, coincidentally, closely resemble those of Dubai chocolate, the pistachio cream-filled, filo pastry-layered Middle Eastern dessert that shot to fame last year. A frequent topper of the Lyst Index, Miu Miu has also played a key role in driving Lulicore’s explosion, with its Spring 2025 collection filled with browns paired with baby pinks and blues. In 2024, the luxury house saw a 93.2% surge in global net profit, while parent company Prada Group reported regional growth of 45.8% year-on-year in Japan and 13.1% in Asia-Pacific. Even Pantone has named Mocha Mousse the color of the year, pointing to the growing demand for delicious, “sweet treat” dressing in 2025. Lauren Chiu, head of color and material trends at Stylus, says, “Social media hosts the perfect environment for food-inspired colors to gain traction and thrive, with algorithms on Instagram and TikTok favoring visuals that are edible-looking, emotionally resonant and highly sharable.” Recession core This emotional element suggests that China’s love of Lulicore may be a response to the tough financial landscape following Covid-19, with the mainland currently at high risk of entering a recession. “Gen Z gravitates toward color as a form of self-expression, often leaning into shades that feel nostalgic, comforting or playful. Food colors tap into that — they’re familiar but sensorially rich,” says Chiu. “Soft, creamy hues act like visual comfort food, evoking childhood memories or simpler times, while vibrant, cheery hues bring a sense of optimism.” Ilia-Sybil Sdralli, content strategist and editor of TheStyletitle Substack, agrees. “These tones photograph beautifully, play well on social media, and align with Gen Z’s craving for warmth in today’s overstimulated digital zeitgeist.” As Gen Z consumers seek nostalgia and comfort through fashion, Lulicore presents a major social media marketing opportunity for brands. Chiu explains, “[Food dressing] aligns with Gen Z’s desire for tactile, emotionally connected experiences both online and offline, helping them signal taste, mood and values.” Social marketing magic Amid the evolving food-fashion landscape, there is fertile ground for brand-led cafés, afternoon teas, and product collaborations. Luxury brands have long embraced this industry crossover, turning dining into branded, sensory experiences to gain traction in China. Louis Vuitton, for example, will host “The Hall” in Chengdu in collaboration with renowned Chinese restaurant Wing from May 16 to 17, blending haute cuisine with cultural storytelling. Their earlier Takashi Murakami café also generated major buzz on Chinese social media, thanks largely to its artfully branded desserts. These initiatives, along with others like Dior’s Café in Chengdu and Maison Margiela’s cafés across China, reflect a broader strategy: offering photogenic, high-end food experiences that cater to domestic consumers’ appetite for shareable content. With desserts shaping color palettes among photo-obsessed Chinese Gen Z, a deeper consumer psychology emerges. Young people from the mainland are clearly seeking comfort in 2025, drawing on nostalgic fashion references and blending their lifestyle choices with their wardrobes — transforming outfits into sweet indulgences.

China’s Gen Z is dressing like desserts

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Published May 14, 2025

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China’s Gen Z is dressing like desserts