What is 'China chic'?
Updated 14:53, 18-Dec-2021

For a long time, foreign brands reigned unchallenged in China. Shoppers saw them as status symbols and associated them with quality. But in recent years, Chinese brands have been slowly making inroads into the domestic market and changing consumers' perceptions. At the heart of this is Guochao, a trend that has been translated as "National tide," "China chic," and "Chinese retro" – but what does it mean?

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