Guochao (国潮), meaning "national trend," is a cultural movement that emphasizes the integration of traditional Chinese heritage with contemporary fashion and global influences. This trend reflects China's recent soft power push, as well as a renewed sense of cultural pride and self-expression in China, driven by the country's efforts to reclaim and celebrate its rich history and identity in innovative ways.
2025
The sacred ‘it bag’: Temple fortune pouches sweep China
As economic uncertainties rise, Chinese youth are seeking meaning through beautifully crafted temple accessories that combine spiritual solace with cultural pride, driving both social media buzz and tourism.
2024
Luxury brands soar into the Year of the Dragon with winning strategies
Jing Daily rounds up some of the best Chinese New Year marketing campaigns of 2024 and breaks down their winning strategies.
Can ‘guochao’ give Chinese brands an edge globally?
Traditional cultural elements can help brands win favor with local and global audiences, but caution must be exercised when incorporating them into designs.
Anta outperforms Nike and Adidas in China
Feiyi: Luxury’s answer to ‘guochao’
Tapping into the ‘feiyi’ (intangible cultural heritage) trend offers brands a new way to connect with China’s value-conscious and culture-focused consumers.
2023
C-beauty brands harness guochao and global recognition at the 2023 Asian Games
Chinese beauty brands stole the spotlight at this year’s Asian Games, leveraging athlete endorsements, partnerships, and special makeup services.
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