TRADITION GOES TRENDY

Across the country this spring, people are strolling through blooming gardens, hiking green hills, and visiting ancient landmarks dressed in flowing hanfu (traditional Chinese attire). Blending heritage with modernity, travelers are rediscovering the richness of Chinese culture.

The numbers tell a compelling story. During this year's Spring Festival holiday alone, official statistics showed domestic trips reached 596 million, with tourism spending exceeding 800 billion yuan ($116.6 billion) — both record highs.

According to the outline of the 15th Five-Year Plan (2026-30), China has pledged to strengthen time-honored brands and trendy domestic labels. By infusing ancient charm into contemporary fashion and reimagining tradition through creative expression, guochao, or China-chic trend, is weaving itself into the fabric of modern life.

This year, the Year of the Horse, products featuring horse motifs have galloped into the spotlight. From accessories to home decor, it is a vivid snapshot of surging guochao consumption.

Sportswear giants Li-Ning and Anta have taken their China-inspired designs to international fashion weeks, championing a new aesthetic of Chinese sports chic. Tea brands like Modern China Tea Shop and Heytea are digging deep into tea culture to craft neo-traditional brews. State guesthouses have become unexpected favorites among young travelers.

The cultural influence extends far beyond merchandise. The domestic video game Black Myth: Wukong sold nearly 30 million copies and won the Golden Joystick Award for Game of the Year. Meanwhile, toy maker Pop Mart, with its collectible art figures, continues to attract a global following.

"China chic brings a distinct cultural undertone to contemporary life," says Bu Xiting of the China Cultural Industry Association. "The rise of guochao consumption reflects not only strong consumer spending, but also growing cultural confidence."

Beyond merchandise, the trend is shifting to cultural spaces, transforming cultural heritage into immersive travel experiences. From March 30, the Longmen Grottoes in Luoyang, Henan province, launched a night tour program, allowing visitors to experience the carvings illuminated in warm light. Listed as a UNESCO World Heritage Site in 2000, the grottoes remain a treasure trove of Northern Wei Dynasty (386-534) and Tang Dynasty (618-907) Buddhist art.

"We need to accelerate the cultivation of talents who understand both culture and design. By infusing products with cultural value, we can better enrich the consumer experience," says Xiong Haifeng, an associate professor at the School of Cultural Industries Management at the Communication University of China.