new chinese cheongsam is popular during the mid-autumn festival, and young people are keen on wearing it with a sense of ritual
2024-09-15
한어Русский языкEnglishFrançaisIndonesianSanskrit日本語DeutschPortuguêsΕλληνικάespañolItalianoSuomalainenLatina
china news service, taizhou, september 15th, title: new chinese cheongsam is popular during the mid-autumn festival, young people are keen on wearing it with a sense of ritual
author: fu feiyang
"the mid-autumn festival is coming soon. i selected several new chinese cheongsams online and offline, and i am preparing to wear cheongsams to travel to shaoxing with my bestie during the festival." in hangzhou, zhejiang, "generation z" girl zhang tingting said in an interview that the small bridges, flowing water and people in the ancient city are more in line with traditional costumes. as a cheongsam lover, she is looking forward to taking beautiful photos.
in recent years, the new chinese aesthetic represented by traditional chinese clothing has become popular, especially among the younger generation. the mid-autumn festival is approaching, and in the eyes of many young people, the sense of ritual in welcoming traditional festivals is indispensable, and the new chinese style has become the "top trend" of the festival.
in recent days, yin xiaobo, the owner of the "歖旗着" cheongsam brand, has been busy greeting groups of customers on ziyang street in linhai city, taizhou. he said that compared with the traditional cheongsam's must-have elements such as stand-up collar, slanted lapel, buttons, and slits, the new chinese cheongsam is more free in design and more casual in style, and is more in line with the aesthetic preferences of young consumers.
on september 14, customers were shopping for cheongsams in yin xiaobo's store. photo by fu feiyang
"as the mid-autumn festival is approaching and the autumn cheongsams are on the market, our business is particularly good. many young girls come to the store to choose outfits for their holiday trips." yin xiaobo said that they have also launched horse-faced skirts, new chinese vests, etc. to meet the consumption needs of more people for new chinese clothing.
embroidery has been popular in yongquan town, linhai city since the qing dynasty. since the founding of new china, it has been a key township for embroidered clothing processing in taizhou area.
since 2012, more and more business entities in the town have chosen the new chinese cheongsam as their production direction, further promoting the development of the cheongsam industry. a set of research data shows that in terms of the proportion of production and sales, the total output of yongquan cheongsam accounts for more than 40% of china's total, and yongquan merchants own 50% of china's cheongsam wholesale sales channels.
relying on the local new chinese cheongsam resources, yin mengsha, a girl born in the 2000s, started live streaming and selling goods on social media in 2022, and has now accumulated more than 30,000 fans.
on september 14, yin mengsha livestreamed the sale of cheongsams. (photo provided by the interviewee)
"these past two days, there have been many viewers leaving messages in my live broadcast room, asking me which cheongsam is suitable for the mid-autumn festival family dinner. some people also asked me if i have a cheongsam embroidered with a rabbit pattern, and they want to buy one for their children." yin mengsha broadcasts live almost every day. when business is good, she can sell fifty or sixty cheongsams a day. she finds that more and more people of her age are becoming interested in cheongsam, and the new chinese style has become a hot word in the live broadcast room.
feng yanjun, president of linhai cheongsam association, said that traditional festivals are the peak season for cheongsam retail. on the eve of mid-autumn festival, about 50,000 cheongsams were shipped from yongquan to all parts of the country every day.
nowadays, the new chinese style clothing is not only popular among young chinese people, but also popular in overseas markets. "i have a client who sells cheongsams in canada. he told me that the proportion of local young people buying cheongsams is increasing year by year. those cheongsams with exquisite embroidery, gorgeous colors and elegant lines are often in short supply," said feng yanjun.
as of now, the topic of "new chinese style dressing" has been played 19.73 billion times on a certain short video platform, and another section "wear new chinese style for mid-autumn festival" has been played over 170 million times. young people are showing their holiday outfits on the "cloud" while discussing the traditional mid-autumn festival culture, which is very lively.
feng yanjun believes that in the current consumption habits of young people, giving festivals a sense of ritual through elements such as new chinese style and "national tide" has become a major trend, which shows that young groups pay more attention to the cultural connotation and emotional value behind the products, injecting new vitality and creativity into the consumer market. the pursuit of the experience of combining modern civilization with traditional culture has also become a characteristic of "new chinese" youth. (end)
