“China chic” has millions celebrating China’s glorious past. The number of people traveling to historic sites and tourist attractions is skyrocketing.
A woman, Zhu Zhu, wears hairpin flowers on a visit to Quanzhou, China 2 April 2024. Photo provided by Zhu Zhu.
Growing up in Xi’an, China, I visited its historical sites countless times. From the awe-inspiring Terracotta Warriors to the majestic Giant Wild Goose Pagoda and the Daming Palace, all of which are UNESCO World Cultural Heritage sites, I immersed myself in the rich history of my hometown. People from around the globe come to Xi’an to visit these ancient landmarks.
Located in the northern interior of China, a little over 1,000 km from Beijing and about 1,300 km from the coast at Shanghai, Xi’an is the international tourism hub of Shaanxi Province.
After pursuing my bachelor’s and master’s degrees in the United States, I returned home seven years later and moved to Beijing. It wasn’t until recently that I grasped the extent of Xi’an’s popularity.
It struck me when I had trouble booking high-speed rail tickets during holidays, found local museum tickets fully reserved and observed young people and children dressed in traditional Tang Dynasty-style attire from over 1,300 years ago while exploring downtown Xi’an.
At the same time, discussions about Xi’an tourism consistently dominate the top trending topics on the Chinese social media platform Weibo.
I came to realize that spurring this interest in Xi’an — and cultural tourism in China in general — was the rapid emergence of Guochao, also known as “China chic”.
The products and cultural tourism of China chic
According to data from the Baidu, China’s dominant search engine, interest in Guochao has surged five-fold compared to a decade ago.
Initially, China chic referred to the burgeoning native fashion trends in China, where young consumers strongly preferred domestically-produced goods or brands infused with traditional Chinese elements and culture.
However, in recent years, Guochao has transcended mere goods or brands, evolving into a broader concept of consumption or lifestyle that caters to people’s spiritual needs.
Against this backdrop, the fusion of Guochao and cultural tourism is gaining momentum nationwide, emerging as the new driving force for growth in the cultural tourism industry.
In the case of Xi’an, the “Grand Tang Dynasty Everbright City” represents the China chic that empowers the cultural tourism industry.
Recreating a golden age
The Tang Dynasty lasted from 618 to 906 A.D. and represented a golden age in Chinese history, known for its prosperity, cultural achievements, cosmopolitanism and international influence. During this period, Xi’an, known as Chang’an, served as the political, economic and cultural center of Asia.
Grand Tang Dynasty Everbright City is a Tang-style theme park that stretches from the city’s famous Giant Wild Goose Pagoda in the north to the Tang City Wall Ruins in the south over two kilometers away. It vividly reproduces the architecture and culture of the Tang Dynasty with more than 20 free interactive activities.
It features a pedestrian street where tourists can watch Tang-style dancing and performances with traditional Chinese instruments. Visitors can also immerse themselves by dressing in ancient Tang-style costumes, interacting with actors and tasting diverse local foods. All of these activities make tourists feel as if they are they traveling back to the golden age of the Tang Dynasty.
The “Secret Box of the Prosperous Tang Dynasty” is another immersive cultural activity that combines the rich history of the prosperous Tang Dynasty with the interactive format of a talk show.
The plot of the performance is about two Tang Dynasty officials who time-traveled to the present day under the orders of Emperor Taizong, seeking talented individuals.
The actors dress in ancient costumes and invite tourists onto the stage, asking questions about traditional Chinese culture, such as: in “Journey to the West” (one of the four classics of Chinese literature), what is the first challenge? Or, what are the four joys in ancient China? (Answer: a wedding night, passing the imperial exams, meeting an old friend in a faraway place and rain after a long drought.)
The actors are so popular that they have nearly two million followers on Douyin, the Chinese version of TikTok.
China chic cultural tourism across the nation
During the Spring Festival holiday in early February 2024, tourism bookings in Xi’an increased by 64%, while ticket bookings for attractions surged by over 80%. The Yanta District, home to attractions such as “Grand Tang Dynasty Everbright City” and “Secret Box of the Prosperous Tang Dynasty,” received approximately 650,000 visitors per day, a 62.5% increase compared to the same period last year.
The China chic cultural tourism boom is not only seen in Xi’an but extends across the entire nation.
Located 2,300 kilometers northeast to Xi’an, an 11-hour trip by high-speed rail, Harbin in Heilongjiang Province has successfully evolved into a cultural tourism hub, drawing visitors from all corners of the country and even from around the globe, thanks to the city’s frosty winters and spectacular ice festivals.
During the 2024 Chinese New Year holiday, the cultural tourism industry in Harbin generated $2.3 billion, marking a remarkable increase of 235% compared to the same period last year.
Among the over 10 million visitors was U.S. Ambassador to China Nicholas Burns. He posted on X (formerly known as Twitter) his deep admiration for “the combination of artistry, innovation and sheer ambition” showcased at the Harbin Ice and Snow Festival.
Meanwhile, in Southeast China’s Fujian province, the city of Quanzhou’s unique tradition of Zanhua, or hairpin flowers, has captured widespread attention.
China chic captures the imagination of a people.
Zanhua is the art of adorning oneself with flowers, one of China’s distinctive and age-old cultural traditions dating back to the floral adornment culture of the Song Dynasty which lasted from 960 to 1279 A.D.
Women from Xunpu, a fishing village of the city, select materials like fish bones or plastic to craft their hairpins, skillfully pairing them with various fresh and artificial flowers.
This careful curation is not just a material experience, but also a pursuit of aesthetic beauty. It symbolizes family heritage and emotional intertwining. Locals believe that if you wear flowers in your hair in this life, you will also be pretty in the afterlife.
Data shows that during the 2024 Spring Festival, Xunpu welcomed more than 361,000 visitors, marking a 600% increase compared to the previous year, with tourism revenue exceeding $10 million.
This trend extended from the Spring Festival to today, branching out from travel photography to the online “hairpin flower business.” Quanzhou’s hairpin flower trend is another vivid example indicating the rising cultural tourism driven by China chic.
Old practices become new again.
The charm of China chic has not only influenced the cultural tourism sector but also various aspects of people’s lifestyles.
For instance, traditional garments like Hanfu, the traditional clothes worn by the Han people, and Mamianqun, also known as horse-faced skirt, can be seen everywhere on the streets of China as people engage in leisure activities.
Baduanjin, also known as the eight-part Qigong exercises, originated in China over 800 years ago during the Song Dynasty. It helps stretch the body, loosen the joints and tone the muscles, while promoting good circulation.
Once considered an exercise exclusively for older people, Baiduanjin has become a popular fitness routine among contemporary youth in recent years, spreading virally on Chinese social media platforms such as Weibo, Little Red Book and Bilibili.
Whether it’s the rise of the cultural tourism sector or the evolving lifestyle choices among young people, the “China chic” trend is gaining popularity, reflecting a sense of confidence in the rich tapestry of traditional culture of the Chinese people, especially the younger generation, underscoring the Chinese people’s embracing of their national identity and inheritance of their native culture.
Questions to consider:
- Why are people in China flocking to historical sites?
- What was so important about China’s Tang Dynasty period?
- What historical sites are popular in your country? What makes them so popular?
Yawen Xu was born and raised in Xi’an, China. After earning a B.A. in journalism from Humboldt State University in California and an MBA at Wright State University in Ohio she now pursues a career as a journalist in Beijing, covering Chinese foreign policy, technology, culture and the economy.