Waist-length skirts, pipa flying sleeves, crimson lips... During this year's Mid-Autumn Festival and National Day, more and more young people wearing Hanfu made their debut in city parks, popular scenic spots and university campuses. The festive festival has a bit more of the antique flavor of traditional culture.
In recent years, Hanfu culture has formed a new trend among young people in Chinese cities. According to preliminary estimates, the number of consumers in the national Hanfu market currently exceeds 2 million, and the total industry scale is approximately 1.09 billion yuan. Why is Hanfu so popular? What exactly is the charm of Hanfu culture? What are the factors worthy of attention behind the popularity of Hanfu?
Wearing Hanfu becomes fashionable
——Not only does it include craftsmanship and aesthetics, but it is also an important carrier of traditional culture and national spirit
Nowadays, walking in university On campus, tourist resorts or busy commercial streets, you can occasionally see some girls walking together in twos and threes. Wearing fairy-like Hanfu and classical hairstyles, they look unique. On social networks, discussions about Hanfu have remained hot; on major video platforms, Hanfu-themed short videos are also deeply loved by netizens, and some Hanfu-themed videos on Station B have been played more than million.
Wang Jiawen, chairman of the Hanfu Culture Committee of the Guangdong Traditional Culture Promotion Association, said that there were about 1,300 Hanfu cultural societies around the world in 2017, and by 2019 there were more than 2,000, an increase of 46% in two years. According to estimates by relevant agencies, the number of consumers in the national Hanfu market currently exceeds 2 million, and the total industry scale is approximately 1.09 billion yuan.
According to reports, Hanfu is the traditional clothing of the Han people for thousands of years. It not only contains the Han people’s outstanding craftsmanship and aesthetics such as dyeing, weaving and embroidery, but is also an important carrier of traditional culture and national spirit. One of the important external manifestations of national aesthetic taste and customs.
With the increasing acceptance of ancient culture by citizens, many people have fallen in love with this unique and charming clothing. Many people have bought a set as a collection, and some enthusiasts even regard Hanfu as a Everyday clothing to wear every day.
Liu Qianshi is a junior student at China University of Mining and Technology (Beijing) and the former president of the Fusheng Hanfu Club of the University of Mining and Technology. So far, she has purchased more than 20 sets of Hanfu. “I learned about Hanfu culture during club recruitment not long after my freshman year. I passed by the booth of the Hanfu Society and saw several senior students wearing exquisite Hanfu. I was instantly captured by the various gorgeous Hanfu they wore. So I joined Hanfu Club," Liu Qianshi said.
Guo Xurui, a teacher who lives in Changchun City, Jilin Province, said that although he has no hobby of collecting Hanfu, he often sees people wearing Hanfu on the road. "Hanfu can be seen everywhere on the Internet, and it is not difficult to see young people's identification with Hanfu culture. I believe that wearing Hanfu on the streets is not only a personal choice influenced by traceable cultural identity, but also a manifestation of social diversity." Guo Xurui said.
The "Hanfu craze" due to multiple reasons
——Social media and film and television works have promoted the penetration of Hanfu culture into the public
More and more young people There are many reasons behind wearing Hanfu and taking to the streets to show people the beauty of Hanfu.
First of all, the community’s “comrades” promote the development of Hanfu culture. It is understood that many Hanfu enthusiasts will use Hanfu as a medium to make new friends, and "Tongpao" is the name given to fellow Hanfu enthusiasts in the Hanfu circle. On a Hanfu dating website, a large number of Hanfu enthusiasts post their information, looking for dates with common interests, or making friends who wear Hanfu and go shopping together.
Zeng Yunqi was once the head of the Hanfu Society of Renmin University of China. She said that Hanfu culture not only gave her a broader perspective, but also brought her a group of like-minded friends. "We will drink tea, enjoy spring outings, and guess riddles with other similar societies, including Guqin and teahouses. In the process, we have met many friends."
Secondly, major Hanfu societies among the youth group are also working on Boosting the development of Hanfu culture. According to Zeng Yunqi, the Hanfu Club of Renmin University of China holds several large-scale activities related to Hanfu every year, mainly including adult ceremonies, Mid-Autumn Festival moon worship activities, international cultural festivals, "Cute Rhythm" report performances, etc., and sometimes organizes some small productions. Jewelry craft activities.
Many Hanfu enthusiasts say that modern Hanfu can well meet their needs for elegant aesthetic taste and is a good choice for them to highlight their personality, and it has become a unique symbol in itself. "I hope that one day in the future, everyone will be able to wear Hanfu on the streets comfortably and will not feel shy because of the clothes on their body, and no one will look at Hanfu in a strange way. I hope that everyone will carry forward traditional culture." Liu Qianshi said.
In addition, the rise of social media such as Douyin and Weibo and the popularity of film and television works such as "Nirvana in Fire" and "Three Lives Three Worlds" have continued to promote the penetration of Hanfu culture into the public. With the rise of short video platforms, this traditional Chinese costume has become more and more popular. Search Hanfu on Douyin, and videos on related topics have been played cumulativelyMore than 18 billion times. Searching for "Hanfu" on Weibo, you can also find that many netizens have posted photos of their own Hanfu.
It’s not just the form that’s popular
——Hanfu has received more and more attention, reflecting the increasing cultural confidence of the younger generation
“Hanfu craze” The rising temperature has also driven the development of related industries. Many Hanfu enthusiasts have developed their hobby into a career by hand-making some antique jewelry and opening Taobao stores or physical stores.
In March this year, the "2019 China Fashion Trend Report" released by Taobao during the "Taobao New Power Week" showed that among the top 10 fashion search keyword trends, Hanfu ranked third in the women's clothing rankings Named No. 10 on the menswear rankings. The "2018 Hanfu Consumer Report" released by Tmall pointed out that the number of people buying Hanfu increased by 92% year-on-year in 2018. Among the top 10 cities that purchased the most Hanfu, Chengdu ranked first.
Analysts pointed out that the ancient Hanfu market has just emerged, and the untapped space behind it is huge, with a market volume of hundreds of billions. More and more people are investing in the sales market of Hanfu, and industries related to Hanfu have also emerged and become a new bright spot. Stores ranging from Hanfu peripheral accessories to Hanfu rentals and Hanfu experience centers have sprung up like mushrooms after a rain.
When you walk into a Hanfu experience center located in Fengtai District, Beijing, the first thing you see is the antique decoration, wooden screens, and candlesticks placed in the corner. The gorgeous Hanfu is like traveling back to the Han and Tang Dynasties. era. The entire store is roughly divided into two areas. One area displays dozens of exquisite Hanfus, and the other area is a studio with many ancient scenes for customers to take photos.
Li Na, the owner of the experience center, told the author: "The price of Hanfu in the store ranges from a few hundred yuan to several thousand yuan, and the price of renting a set of Hanfu with ancient style makeup and hair is 368 Yuan, and can also provide additional photography services. Usually, many beginners of Hanfu enthusiasts come here to rent a set of Hanfu to take photos in the nearby Daguanyuan Scenic Area, and there are also many experienced Hanfu enthusiasts who come here to take photos. ”
Many industry insiders said that in addition to economic benefits, Hanfu has received increasing attention and has important cultural significance, reflecting the increasing cultural confidence of China's younger generation.
“When I traveled to Gyeongbokgung Palace in South Korea and Kyoto in Japan, I saw that they both had very professional traditional clothing rental shops. At that time, I thought that our Chinese Hanfu is very beautiful, why can’t we also open it in Beijing? What about a store that rents Hanfu? In fact, it is the common wish of all Hanfu culture enthusiasts to let everyone understand Hanfu correctly. After all, Hanfu still has a lot of room for development. I hope that more people will pay attention to Hanfu culture in the near future. With recognition, everyone can not only own a set of Hanfu that they like, but also understand the cultural heritage behind it," Li Na said.
