China chic: How clothing reflects cultural confidence

Min Rui is a commentator on cultural affairs. The article reflects the author’s opinions and not necessarily those of CGTN.

In his 2026 New Year address, Chinese President Xi Jinping observed that "The younger generation came to deem classic Chinese culture as the finest form of aesthetic expression." He further noted, "Tradition is now embracing modernity, and the Chinese culture is shining in even greater splendor." These remarks capture a profound transformation taking place across China. Tradition is no longer confined to museums or textbooks: It is being actively worn, lived and celebrated, particularly by the younger generation.

Step into any bustling city in China today, and the streets reveal the phenomenon. In historic districts, pedestrian streets, or university campuses, young people stroll in flowing hanfu robes inspired by ancient dynasties, modernized cheongsams, or vibrant garments reflecting ethnic minority traditions. 

Cameras click, short videos circulate on social media, and conversations spark around the history and symbolism behind each design. For many, wearing these garments is more than a fashion choice – it is a living dialogue with history, a personal expression of identity, and a playful yet meaningful way to engage with China's cultural heritage.

Among the most visible manifestations of this revival is the rise of China chic – a broad cultural movement where traditional aesthetics are re-imagined across fashion, lifestyle and consumer culture. What began as a niche interest has grown into a dynamic, participatory phenomenon, reflecting a generation increasingly confident in its heritage and eager to share it with the world.

From what we wear to who we are

Chinese traditional attire is not limited to hanfu from the Han people; it also includes garments from the country's 55 ethnic minority groups. Each style tells a story shaped by geography, climate, customs and local history.

Young people are deeply engaged in understanding these traditions. They debate collar styles, pleat counts, embroidery motifs and historical accuracy on social media, blending curiosity with scholarship. What may appear as fashion fascination is, in fact, grassroots cultural research, with enthusiasts acting as both students and teachers of their heritage.

A telling example came on April 22, 2020, when Xi visited the Datang Everbright City pedestrian district in Xi'an during his inspection trip to Shaanxi Province. At a traditional clothing store, he warmly greeted the staff and asked detailed questions about the garments: whether they were historically accurate, which dynasties they represented, and whether their sources were clearly documented.

His inquiries highlighted a core principle: traditional clothing is a cultural bridge linking the past and the present. Accuracy, historical context, and provenance matter. Today, young people online echo this ethos, ensuring that authenticity is respected while tradition is creatively expressed in modern life.

By 2025, the scale of this revival was striking. China's traditional clothing market exceeded 20 billion yuan ($2.85 billion), with more than 7,000 enterprises nationwide, according to news reports from CCTV-2, China's state television channel. Over 70 percent of consumers are under 35, illustrating that the youth are the driving force behind this cultural resurgence. This is not merely a fashion trend – it is a generational effort to reconnect with heritage while adapting it to contemporary aesthetics.

Tradition re-imagined and innovated

Revival does not mean replication. Designers across China are blending classical patterns with modern cuts, fabrics and lifestyles. Flowing sleeves appear on streetwear; symbolic embroidery adorns jackets; ethnic patterns inspire sneakers. Ancient motifs meet contemporary sensibilities, turning tradition into a lived, wearable culture.

This fusion extends into the commercial sphere. Cultural and market forces reinforce each other. For instance, Adidas's frog button jackets, inspired by traditional Chinese fastenings, are trending both in China and internationally. Social media buzzes with requests for purchase links. Starbucks has launched tea-inspired beverages paired with cups adorned with Dunhuang flying angels and ceiling motifs, blending traditional art with modern design. During major festivals like Chinese New Year, Chinese and international brands integrate zodiac or festival-inspired elements into products, signaling China's cultural influence on global markets.

These examples demonstrate a key feature of China chic: creative adaptation amplifies, rather than diminishes, tradition. By combining heritage with contemporary appeal, it fosters high visibility, strong participation, and interactive engagement, creating a form of cultural soft power distinct from top-down promotion.

A living culture in dialogue with the world

Perhaps most striking is how China chic has gone global. On platforms such as TikTok and Instagram, videos featuring traditional Chinese attire attract millions of views. Foreign visitors to cities like Beijing, Xi'an, Luoyang and Hangzhou often list "trying on traditional clothing" as a must-do cultural experience. Overseas Chinese students and diaspora communities also embrace traditional dress at festivals, graduation ceremonies and cultural events, proudly showcasing their heritage.

Through social media, travel and online creativity, China chic allows global audiences to engage directly with Chinese culture – its aesthetics, values, and historical depth – in a tangible way. Unlike conventional, top-down cultural diplomacy, this soft power is organic, participatory and youth-driven.

The movement demonstrates that culture can be rooted and open, confident and engaging, personal and shared. Young people walking city streets in garments inspired by centuries past are not looking backward – they are bringing tradition into the present, creating a living dialogue between heritage and modern life.

They are offering the world a China that is historically grounded, vibrant, and inclusive – a culture that can engage, inspire, and enrich global dialogue.