From ‘guochao’ to ‘zìxìn’: China’s new era of cultural confidence

For years, “guochao” (国潮), or China chic, has been the dominant lens through which the world viewed the rise of local brands. It described a phenomenon: cool, trendy, and often nostalgic Chinese products capturing the youth market. But “guochao” was merely the opening act. What the market is witnessing now is the main performance: the full-flowering of “zìxìn” (自信), “self-confidence,” as the core driver of a new Chinese consumer identity. This is no longer about buying a Li-Ning sweatshirt because it’s stylishly patriotic; it’s about choosing a “national style” (国风) wedding gown because it feels more authentic, meaningful, and prestigious than a Western designer dress. “Zìxìn” is an internalized, cultural self-assurance fundamentally reshaping consumption patterns, from a statement of national pride to an expression of personal identity. Cultural tourism surges The most potent symbol of “zìxìn” is the shifting geography of aspiration. The once-coveted trip to Paris or New York is now rivaled, and often surpassed, by domestic journeys to China’s own historical and cultural epicenters. Chinese tourism patterns have shifted significantly. In 2019, outbound tourism reached 155 million trips. While international travel has gradually recovered post-pandemic, a growing share of Chinese tourism demand has shifted inward, with travelers increasingly exploring the country’s rich cultural and historical destinations. During the 2025 May Day holiday, museums across China received over 60 million visitors, a 17% increase from 2024. Interest in archaeological tourism has surged — following new discoveries at the Sanxingdui (Three Star Mound) site, a Bronze Age archaeological treasure trove, visitor bookings jumped nearly twelvefold. Even smaller museums and heritage parks are gaining popularity, showing that cultural tourism is no longer confined to icons like the Forbidden City. Douyin, Xiaohongshu, and the social currency of culture Digital platforms amplify this trend. The 2025 Douyin Museum Annual Report shows 856 verified museum accounts (up 17% year-on-year), with museum-related content generating 124.6 billion views in 2024. Families increasingly choose cultural trips combining leisure with education, while younger travelers see them as “social currency.” On Xiaohongshu (also known as RedNote), “cultural confidence” is taking shape through “New Chinese Style” travel. Unlike the past, when travelers merely “checked in” at landmarks, today’s young tourists view their journeys as cultural pilgrimages, sharing in-depth explorations of ancient architecture, intangible heritage, and historical traditions. During the 2024 National Day holiday, more than 2.21 million travel posts generated 4.7 billion impressions and 960 million reads. Cultural landmarks such as the Forbidden City, the Hanging Temple in Shanxi, and Nanputuo Temple in Fujian emerged as top destinations, while immersive experiences like molten-iron fireworks, flower hairpins, and shadow puppetry allowed travelers to engage with “living traditions.” Trending themes such as “Retracing the Silk Road” or “Traveling China with Li Bai” connect trips with historic figures and classical poetry. For this generation, exploring Chinese culture has become just as prestigious — if not more so — than collecting overseas passport stamps. Toy aisle as identity showcase The toy aisle has become an unlikely battleground for cultural confidence. While Lego remains popular, its dominance is being challenged by sophisticated Chinese alternatives that blend traditional culture with modern design. In Guangdong, a major hub for toy production, companies draw inspiration from classical Chinese literature, historical architecture, and cultural heritage — transforming Journey to the West, Romance of the Three Kingdoms, and iconic structures like the Forbidden City and Yellow Crane Tower into interactive building sets and collectible toys. These creations actively localize and celebrate Chinese culture rather than imitating global brands. The market response has been striking. “Guochao” blind boxes and building sets incorporating Chinese cultural elements have seen sales increase up to 2.6 times year-on-year, while toys featuring the “Chinese dragon” have surged 50-fold in demand. Sets like the “Ten-Mile Red Wedding” have sold over 2 million units, generating 400 million RMB ($56 million). These products reflect a broader trend: parents and young consumers seeking tangible connections to China’s cultural legacy. From 3D metal puzzles to festival-themed blind boxes, cultural toys turn play into a medium for cultural immersion, identity-building, and pride. National style weddings The most personal expression of “zìxìn” is in life’s milestone events. The “national style wedding” (国风婚礼) has evolved from a niche photo-shoot trend to a mainstream, often premium, choice for urban couples. Luxury wedding planners in Shanghai and Beijing now offer dedicated “guofeng” packages that can cost twice as much as traditional Western-style weddings. These events feature meticulously researched attire from specific dynasties like Han or Tang, traditional rites, and venues in classical gardens. Designers like Christopher Bu (卜柯文) and Guo Pei (郭培) are celebrated for their modern interpretations of historical Chinese wear. “Guofeng” weddings represent a sincere embrace of heritage. For couples, they are declarations of identity. The prestige comes from authenticity and meaning, not brand labels. The rise of the “zìxìn” economy is not a call for global brands to simply add a dragon or red motif to their products. It demands a far more nuanced strategy. From appropriation to appreciation Superficial nods to Chinese culture are instantly called out and ridiculed. The winning approach is deep, respectful collaboration. Starbucks has spent over two decades embedding itself in Chinese cultural life, launching its signature Mid-Autumn Festival mooncakes for 22 consecutive years. Coca-Cola has localized everything from limited-edition Chinese zodiac packaging to innovative hot beverages like Coca-Cola Ginger+ to meet seasonal consumer needs. These are not cosmetic add-ons; they represent brands listening to and adapting to the rhythms of Chinese culture. Redefine ‘prestige’ around authenticity Global brands must understand that their inherited prestige is no longer automatic. They must compete on a new axis: cultural relevance and authenticity. Nestlé’s decision to source and invest in Yunnan’s coffee industry is a case in point. By committing to local agricultural development and integrating Chinese supply chains, Nestlé turned product sourcing into a story of authenticity and shared growth. Similarly, KFC’s “Kaifeng Cai” transformation — blending traditional Chinese breakfast items like “youtiao,” porridge, and soy milk into its menu — shows that true resonance comes from aligning with everyday cultural touchpoints, not importing foreign fantasies. Become a bridge, not a beacon The most successful global players position themselves as facilitators of cultural exploration rather than simply exporting luxury. Chanel’s 2024/2025 show at Hangzhou’s West Lake is a prime example. Drawing inspiration from the Yudai Rainbow Bridge in traditional West Lake screens, the brand transformed the lake itself into a runway. Designs incorporated silk fabrics and watercolor-like gradients that evoked the fluidity of Chinese ink painting, while the concept of “walking screens” highlighted a dialogue between space and fashion. By blending classical gardens’ elegance with contemporary tailoring, Chanel authentically celebrated Chinese aesthetics, inviting global audiences to engage with the depth and refinement of Chinese heritage alongside modern couture. “Zìxìn” is the maturation of “guochao” — a permanent, generational shift from external trend-following to internal identity-formation. The Chinese consumer is no longer looking West for validation but looking inward and backward into their own vast history for inspiration. This cultural confidence is creating a new consumer paradigm where the most coveted products and experiences offer authentic connections to a reimagined Chinese heritage. For global brands, the lesson is clear: to win in this landscape, they must no longer just sell to China but meaningfully participate in the cultural conversation that China is leading. The future of consumption is not just Chinese-made; it is Chinese-defined.

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From ‘guochao’ to ‘zìxìn’: China’s new era of cultural confidence