What luxury can learn from China’s slow craft movement

In a context where economic slowdown has tempered consumer confidence, and within a society shaped by speed, digital acceleration, and mass production, many young urban Chinese consumers are rethinking how they consume, connect, and define value. A noticeable shift is emerging away from fast, status-driven consumption toward slower, more intentional experiences and products that offer emotional value and cultural meaning. Being locally rooted and celebrating the revival of handmade, slow crafts tell stories of time, people, and place — that are increasingly resonating with urban consumers seeking connection and authenticity in their purchases. From dedicated slow-craft boutiques emerging in top-tier cities to lifestyle travel and brands incorporating local techniques and artisanal processes into their offerings, a new grounded slow-craft movement is emerging that extends beyond nostalgia, positioning craft as a meaningful lifestyle choice in urban China. Growing popularity of slow craft travel escapes There is a growing popularity of “city-escape weekends” and even forms of digital nomadism among young urban Chinese, particularly in smaller cities such as Dali, Chengdu, Jingdezhen, and regions like Guizhou. What draws them is not only access to nature or lower living costs, but a deeper desire to reconnect with local culture through hands-on craft exploration and participation. Alongside this offline movement, Xiaohongshu has become a key amplifier of the slow-craft trend, driven by a new wave of lifestyle- and culture-focused influencers. Rather than polished, sightseeing-oriented travel KOLs, these creators share immersive slow-craft experiences: learning Miao silver craftsmanship from local artisans, spending hours alongside elderly women stitching Nuo opera masks in Guizhou, or documenting the rhythms of dyeing and washing processes. Through this content, local handicrafts are reframed as both aspirational and accessible lifestyles, helping urban consumers redefine slow craft as a form of emotional restoration, cultural participation, and self-reinvention — rather than simply a travel activity. Elevating slow craft as contemporary concept A more elevated form of slow craft is emerging in urban China, demonstrating how craftsmanship can be leveraged as a strategic tool to enhance brand positioning. Rather than treating craft as a decorative narrative layer, these brands place slow craft at the core of their identity — integrating it into brand storytelling, product development, and retail environments. Naze Naze, founded in 2020 by Zuczug, is a textile brand rooted in traditional Chinese hand-weaving. Guided by a philosophy of “weaving slowly,” the brand seeks to bring artisanal weaving into contemporary everyday life while building long-term partnerships with weavers based on trust and mutual respect. Shardaa meaning “cheers” in Tibetan and founded in 2021, takes a broader approach. Rather than focusing solely on artisanal products, it positions slow craft as a living cultural system — one that connects highland life wisdom, contemporary Tibetan youth creativity, and modern design innovation. Shardaa shifts from a product-led craft model to platform-led cultural storytelling through projects such as MIT (Made in Tibet), Shardaa Tsang, and Tibetan New Youth. By creating physical spaces and communities, the brand enables Tibetan culture to be continuously reinterpreted rather than preserved as static heritage. The emergence of slow craft urban select stores As slow craft gains greater cultural visibility, its aesthetics and values are flowing back into first-tier cities such as Shanghai, Beijing, and Hangzhou. Retail spaces dedicated to craftsmanship are flourishing, as young urban consumers embrace and share these influences online — spotlighting their “secret” discoveries of craft-led stores, artisanal brands, and reimagined heritage-made-modern concepts. OnLand (15,000 followers on Xiaohongshu) is a handicraft lifestyle buyer brand in Hangzhou. Rooted in folk crafts, local landscapes, and regional cultures, it draws inspiration from the relationship between land, craftsmanship, and makers, curating artisanal objects around different ways of living. Its selection includes home textiles and bags crafted using traditional weaving and dyeing techniques, as well as designer jewelry inspired by local artisanal practices. Aspir (雀亦) (12,000 followers on Xiaohongshu) is a craft-oriented lifestyle brand rooted in Guizhou’s handcraft traditions. Rather than emphasizing mass output, the brand values who, where, and how each piece was made, often including details about the village or community of the original handicraftsman. It launched a new store in Hangzhou in September 2025. The retail space is curated to invite reflection, to touch materials, hear stories, and appreciate craftsmanship. On Yuyuan Road in Shanghai, the niche lifestyle concept store La Glaneuse (12,000 followers on Xiaohongshu), is dedicated to contemporary handicrafts. Distinct from the others, it positions itself as a cultural gatherer, bringing together both Chinese and global crafts into one curated urban space. Its curated selection across homeware, accessories, small furniture, vintage finds, and artisan wines, blending functional essentials with whimsical, story-rich pieces. Luxury slow craft collaborations opportunities The slow craft movement in China represents a major opportunity for global brands looking to deepen their emotional connection with local consumers. After a decade marked by existing big scale and hyper trendy collabs, slowcrafts is revitalized as a smart and meaningful way for brands and luxury houses seeking deeper societal relevance. A clear example is Fendi’s Mid-Autumn collaboration with Jingdezhen ceramicist Zhou Yue, founder of flower pottery studio Ciireals. The pottery is crafted from coarse clay, coated with moonlit glaze, and features hand-craved brand’s motifs and Mid-autumn reliefs. By working with artisans from Jingdezhen, China’s centuries-old porcelain capital, Fendi translated its design language into handcrafted ceramic pieces, merging Italian luxury codes with Chinese artisanal heritage. A cultural and emotional anchor for brands Slow craft is not a niche aesthetic confined to a small circle of design-conscious consumers, it reflects a broader redefinition of value among China’s young generations, which is no longer measured by speed or scale, but by time invested, care taken, and stories that feel real and grounded. For brands, craft is not only decorative. Consumers are highly sensitive to authenticity, expecting craft to be embedded in real processes, people, and places, rather than used as surface-level storytelling. Slow craft is emerging as a cultural anchor, tangible, human, and emotionally reassuring. Juliette Duveau is founder of The Chinese Pulse, a prospective and strategic consulting agency covering the beauty, lifestyle, fashion, luxury and hospitality industries across China, South Korea and Japan.

Sectors

Insights

Company

What luxury can learn from China’s slow craft movement