Promote good deeds through clothing, keep integrity and innovate, traditional costume culture enthusiasts “cross the New Year” like this
“The sleeves of Yueluo shirt welcome the spring breeze, and the jade-carved Kirin belt is red.” Xitang, an ancient town located in Jiashan, Zhejiang Province, welcomed tens of thousands of Hanfu enthusiasts from all over the world on New Year’s Eve, and they unanimously chose to wear this A retro yet fashionable way to bid farewell to the old year and welcome the new year.
“Small ancient town” condenses “big market”. The Xitang Hanfu Culture Week, which has been held for ten years, has become an important epitome of the revival of China’s excellent traditional culture driving the consumption of Hanfu among young people. Clothing, cultural and creative products, intangible cultural heritage, handicrafts, antique peripherals… The reason why Hanfu has leveraged the tens of billions market is the increasing cultural awareness and confidence of the Chinese people.
“How can I say that I have no clothes, but I share the same robe with you”
At the end of the year and the beginning of the year, the ancient town of Xitang seems to have traveled back thousands of years. Figures wearing wide robes, big sleeves and jingle rings, dressed in various dynasty-standard Hanfu, walk through the shadows of the alleys and moon bridges. The float entered the dynasty carnival, and the symphony of rituals and music was performed on the stage of the water town…
Use service to promote good deeds and be polite in China. “Hanfu is a system of traditional clothing and accessories with unique Han nationality that was formed in the main residential areas of the Han nationality in ancient my country, centered on Chinese etiquette culture, and constantly changed and developed.” Vice Chairman of the China Fashion Designers Association, Shanghai Textile and Clothing Museum Curator Bian Xiangyang said that Hanfu, together with the costumes of other ethnic minorities in China, constitutes China’s colorful traditional costume culture.
Tiantian, the person in charge of the WeChat popular science account “Hanfu New Words” said that Hanfu has obvious characteristics, including crossed collars, right lapels, laces, wide clothes and large sleeves. Many people are initially attracted by the “beauty of form” of Hanfu, but as they gradually learn more about it, the “core beauty” of Hanfu becomes even more fascinating.
What’s interesting is that Hanfu enthusiasts like to call each other “Tongpao”, which means “I don’t have clothes, I am in the same robe as my son” in the Book of Songs. The word “tongpao” has the literal meaning of wearing the same type of clothing. It also has the intimacy of sharing common hobbies and profound cultural similarities.
Different from the past impression of “niche” and “alternative”, in recent years, Hanfu culture has continued to “break the circle” and “expand the circle.” Cultural activities surrounding Hanfu are becoming more and more abundant. The “Chinese Costume Day” initiated by the Central Committee of the Communist Youth League and held every year on the third day of the third lunar month is a feast for lovers of traditional costume culture. All parts of the country, including Xitang, Jiashan, Zhejiang, are actively promoting the service consumption and cultural dissemination of “Hanfu + destination”.
According to incomplete statistics, in the past ten years, Xitang Hanfu Culture Week has attracted millions of Hanfu “comrades” and traditional culture enthusiasts to participate, driving related industry revenue to exceed 300 million yuan.
“Hanfu Culture Week has become a beautiful cultural tourism business card of Xitang Ancient Town and even Zhejiang as a whole. It has driven many locals to become rich and also brought new popularity and output value to the ancient town.” Deputy Chairman of the Management Committee of Jiashan Xitang Tourism and Leisure Resort Director Zhang Haibin said.
Hanfu consumption supports the tens of billions market
The “White Paper on the Development of China’s New Hanfu Industry in 2022” jointly released by the China National Garment Association, iResearch and other institutions shows that the size of the Hanfu market has soared from 150 million yuan in 2015 to 10.1 billion yuan in 2021. Hanfu consumption The number of investors exceeds 10 million.
As consumers’ reserves of traditional cultural knowledge are increasing, many Hanfu brands flooding into the market are also competing for survival of the fittest. The quality is getting better and better, and the prices are becoming more affordable. The reporter’s investigation found that most of the hot-selling Hanfu garments made in the Tang, Song and Ming Dynasties are around 500 yuan in stock, and some discounted garments are around 100 yuan. Wedding clothes, parent-child styles, inner wear, accessories, etc. will also be launched.
At the “Traditional Chinese Style Market” during Xitang Hanfu Culture Week, reporters saw many cultural and creative peripheral products related to ancient styles, which greatly increased the diversity of Hanfu cultural consumption. Li Qian, head of the game marketing department at NetEase, said that in recent years, the Chinese-style client game “Ni Shui Han” has triggered a craze for “Song culture” among young people. Combined with the Northern Song Dynasty drama “Qing Ping Le”, a variety of Song Dynasty Hanfus have been selling well, ” The multi-party linkage of “costume drama + game + Hanfu brand” is very popular among young people.
At the same time, the “new Hanfu” that is more closely integrated with daily life is increasingly becoming the focus of market attention. “The daily trend of Hanfu in 2022 has begun to emerge, and ‘Commuting Han Element Style’ has been shortlisted for Taobao and Tmall’s nine autumn and winter style trends.” said Sun Su, general manager of Tmall Women’s Wear.
“More and more people are discovering ‘business opportunities’ from the treasure house of traditional cultural resources, and are exploring and utilizing them. This has a very positive effect on protecting intangible cultural heritage and promoting China’s excellent traditional culture.” Shanghai University Folklore research expert Huang Jingchun said.
“Change” for young people
“Entering the daily life of the younger generation is the key to the further survival and development of Hanfu culture.” said Yang Xiaodong, full-time vice president of the China National Garment Association.
In order to cater to the preferences of young consumer groups, each segment of the Hanfu industry chain is developing in a more professional and connotative direction.
It is worth mentioning that the Hanfu trend has stimulated the transformation and upgrading of a number of traditional clothing processing factories. “A piece of ChineseThe gross profit margin of ��’s processing is 3 to 4 times that of ordinary shirts. Many clothing factories found that after receiving orders for Hanfu, they found it to be “really fragrant”. ” said Xu Kai, the founder of the Hanfu brand “Xiziwen”.
It is understood that the high requirements for embroidery of Hanfu have promoted the upgrading of jacquard technology. Many clothing processing factories used to make curtain fabrics but now make Hanfu clothing materials. Some processing factories could only produce ordinary clothing in the past, but now they can even receive some international fashion orders because of their significantly improved technology.
The Hanfu makeup market derived from the Hanfu craze has become a “new track” for young people’s employment. “In the past two years, the number of children experiencing Hanfu culture has increased significantly, and taking ‘family photos’ in Hanfu has become a ‘check-in’ item for many families.” Haitang, a Hanfu photographer born in the 1990s, said. “Hanfu is more beautiful when paired with specific makeup, giving rise to new professions such as ‘makeup girl’ and ‘hairpin girl’, which are both hobbies and can make money.” said Zhang Xingyu, founder of Xitang Yuli Makeup Studio.
“Hanfu consumption objectively promotes the spread of China’s excellent traditional culture, but we should pay more attention to the ‘etiquette’ presented by the clothing and the ‘people’ wearing the clothing. Promoting good deeds through clothing, keeping integrity and innovation, this is the responsibility of traditional cultural societies The new mission.” said Zhu Jun, president of the “Wu Men Han Yun” Traditional Culture Society.
On New Year’s Eve in Xitang, the lanterns are lit for the first time. Zhang Ying, a “post-95” college student from Heilongjiang, wore a red and white skirt and took precious photos with her friends. “We come from 7 different places, and we are all ‘fellows’ in Hanfu. I think ‘goodness’ means respect for traditional etiquette. A society that respects traditional etiquette must be a ‘good’ society.”
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