Guochao
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Guochao (Chinese: 国潮 lit. "national tide")[1][2] is a cultural phenomenon in modern China characterized by a surge in national pride and the embrace of Chinese culture, particularly among younger generations such as Millennials and Gen Z.[3][4][5][6][7]
This trend sees consumers favoring domestic brands and products that incorporate traditional Chinese elements, aesthetics, and cultural references, e.g. Anta Sports and Li-Ning over adidas or Nike.[8] It signifies a shift towards greater confidence in Chinese identity and a desire to celebrate Chinese heritage in modern contexts.
The COVID-19 pandemic increased nationalistic sentiments among Chinese consumers; the quick response by the Chinese government to stop the spread of the virus was impressive to its citizens, who could not shop internationally and purchase from established Western luxury brands during COVID lockdowns.[9]
References
- ^ "国潮3.0时代 国货火起来背后的秘密". Xinhuanet. Archived from the original on 2021-07-10. Retrieved 2021-07-10.
- ^ Guochao 3.0: Chinese cultural Renaissance in consumer trend Daxue Consulting, November 28, 2023
- ^ Becker, Antoaneta (2022-05-16). "Are Gen Z Chinese consumers getting tired of the guochao trend?".
- ^ "Exploring China chic with young artists". BBC.
- ^ Guochao Trend May Disrupt Western Luxury Brands’ Dominance In China Pamela N. Danziger, Forbes, January 25, 2023
- ^ "Brands up guochao to attract young consumers". China Daily. 2023-05-13.
- ^ "China: The many lives of the slash generation". UNESCO. 2023-05-13.
- ^ "Chinese Gen Z want 'China chic' not foreign brands, as the rise of Anta Sports at the expense of Adidas and Nike in China shows". South China Morning Post. 8 April 2022.
- ^ The Rise and Fall of Guochao: China’s Nationalistic Branding Phenomenon China-Britain Business Focus, 25 July 2023