Economic Watch: Wear it, drink it: how China-chic products ignite consumer passion

BEIJING, Feb. 1 (Xinhua) -- Behind a carved gate in a Suzhou garden, four-year-old Miao Muqing twirls in a peach-colored cloak and an embroidered horse-face skirt. For her mother, Zhao Yajing, this outfit isn't just a souvenir during their trip -- it's a modern take on Hanfu (traditional Chinese clothing) designed for everyday wear.

Zhao is far from alone. The shift toward "New Chinese Style" has transformed traditional aesthetics from a niche hobby into a 220-billion-yuan (about 31.57 billion U.S. dollars) market powerhouse. What was once reserved for festivals now dominates daily wardrobes, driving a massive wave of "China-chic" consumption that blends cultural pride with modern convenience.

From high-tech textile factories in Shandong to immersive tea houses in Guizhou, the trend has expanded beyond clothing to beverages, reshaping how Chinese youth spend their time and money.

"Since the beginning of the year, our orders have been booked through the second quarter. Traditional Chinese-style clothing has entered daily life, and our customer base now covers a wider range of age groups," said Xie Linglong, co-founder of the Hanfu brand Zhizaosi.

Yang Xiaodong, vice president of the China National Garment Association, noted that consumers are not just paying for the clothing itself but also valuing its aesthetic significance and cultural value. "This phenomenon reflects strong cultural confidence among the public," he said.

Businesses across the industry are actively responding to the trend by innovating in design, manufacturing, and marketing to meet the rising consumer demand for culturally rich products.

Textile enterprises in Caoxian County, east China's Shandong Province, collaborate with universities to develop designs inspired by local cultural elements such as peonies. Some factories adopt digital twin technology to standardize the reproduction of traditional craftsmanship, while some stores create immersive cultural experiences for customers.

China-chic products not only weave tradition into modern wardrobes but also brew it into new-style tea drinks that blend tea with milk, fresh fruit, and creative toppings.

Chen Ying, a visitor from Qingdao, began her trip to Guiyang, capital of southwest China's Guizhou Province, not at a scenic spot but at Quchashan -- a modern tea house whose name evokes a journey to tea-growing hills.

Founded in Guiyang in 2000, Quchashan now operates over 60 outlets across 11 Chinese cities, serving nearly 20,000 customers daily. On Xiaohongshu, a major Chinese lifestyle social media platform, the hashtag "Quchashan" has garnered over 86.6 million views.

Upon entering, Chen was greeted by decor featuring local cultural elements, including Miao embroidery and Guizhou pottery. Inside, people were reading, chatting, or simply resting, while others browsed souvenirs, including fridge magnets depicting local landmarks such as Qingyan Ancient Town and Jiaxiu Tower.

"It's not just about the space, as our drinks themselves celebrate local flavors, using ingredients like sea buckthorn, matcha, and sticky rice. We want every visit to be a complete cultural experience," said Chen Li, regional manager for Guiyang at Quchashan.

Modern tea spaces like Quchashan have become a lifestyle choice for young people, who enjoy sipping tea while overlooking the historic streets below, tasting tea-infused dishes, and shopping for or even crafting cultural and creative products inspired by tea traditions.

According to a consumer survey by the national tea research system under the Ministry of Agriculture and Rural Affairs, 72 percent of respondents were willing to pay up to 20 percent more for brands rich in cultural significance.

"By tapping into their cultural roots, emerging tea brands can effectively build stronger recognition and value among consumers," said Chen Fuqiao, an associate researcher at the Tea Research Institute of the Chinese Academy of Agricultural Sciences.

The rising popularity of new Chinese-style clothing and tea drinks exemplifies how culture has become a quiet driving force behind new consumer experiences.

A report from market research firm iiMedia Research showed that the market for China-chic products and services is expected to exceed 3 trillion yuan by 2028.

To better nurture the cultural foundation of these new consumer trends, supportive policies are being steadily introduced. In January, the State Council rolled out a series of measures to foster new growth points in the culture and tourism sector, including provisions encouraging the creation of products that embody Chinese style and aesthetics.

Local authorities are likewise fostering this cultural-economic synergy through targeted initiatives. Shanxi Province, for instance, is promoting trendy brands inspired by intangible cultural heritage. Meanwhile, Shanghai has outlined plans to become a leading hub for cultural consumption, emphasizing immersive experiences and new lifestyle offerings.

Dai Bin, dean of the China Tourism Academy, believes that the dynamic growth and vast potential of the China-chic sector are making the consumer market more diverse and vibrant. "It helps meet people's growing aspiration for a better life by providing richer cultural nourishment," he said.

Back in Beijing, Zhao plans to buy more mother-daughter sets of new Chinese-style clothing for future outings, including posing in royal gardens, attending theater performances, and exploring historic alleyways.

"It's a joy to share traditional cultural elements in daily life and see them through my little girl's eyes," said Zhao. ■