Guochao ()Guochao 3.0: Chinese cultural Renaissance in consumer trend Daxue Consulting, November 28, 2023 is a cultural phenomenon in modern China characterized by a surge in national pride and the embrace of Chinese culture, particularly among younger generations such as Millennials and Gen Z.Guochao Trend May Disrupt Western Luxury Brands’ Dominance In China Pamela N. Danziger, Forbes, January 25, 2023
This trend sees consumers favoring domestic brands and products that incorporate traditional Chinese elements, aesthetics, and cultural references, e.g. Anta Sports and Li-Ning over Adidas or Nike. It signifies a shift towards greater confidence in Chinese identity and a desire to celebrate Chinese heritage in modern contexts.
The COVID-19 pandemic increased nationalistic sentiments among Chinese consumers; the quick response by the Chinese government to stop the spread of the virus was impressive to its citizens, who could not shop internationally and purchase from established Western luxury brands during COVID lockdowns.The Rise and Fall of Guochao: China’s Nationalistic Branding Phenomenon China-Britain Business Focus, 25 July 2023
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See also Hallyu Little Pink Han chauvinism Tang ping Strawberry generation Chinese nationalism