Honouring Traditional Chinese Trends

Within dentsu, the dentsu Z team stands out as innovative Zoomers, taking the lead in crafting strategic plans and delivering solutions for clients. Through the use of cutting-edge technology, they continuously push boundaries to create meaningful cultural experiences. Drawing on their fresh perspective as part of gen z consumers and as young creatives, dentsu Z offers valuable insights and builds authentic connections between brands and the next generation of consumers.

As Gen Zers grow into the role as a major consumer force, these culturally confident young people are sparking a revival of traditional Chinese culture, bringing it back into style.

“Gen Z starts their day practicing Baduanjin qigong, takes lunch breaks to explore handicrafts, and enjoys traditional Chinese medicine milk tea in the afternoon. In the evenings, they burn incense and decipher Chinese trigrams, or delve into intangible heritage crafts. Weekends are spent meeting for massages, taking part in temple practices, and immersing themselves in the beauty of nature…”

A rising number of Zoomers are now embracing this traditional Chinese lifestyle, fully immersing themselves in the diverse and vibrant traditional Chinese culture. The extraordinary successes of previous generations in health care, metaphysics, and aesthetics have made gen z'ers their most dedicated followers.

FROM HESITATION TO RECOGNITION: THE GROWTH OF CHINESE MEDICINE ADVOCATES

40%: KuRunData reveals that 40% of Gen Z are consumers of health and wellness products, with drugstores and eCommerce platforms being their go-to places for buying.

HEALING THROUGH NOURISHMENT

Following the pandemic, gen z, a generation highly attuned to health and well-being, led the way in embracing traditional Chinese medicine, a tradition deeply focused on maintaining good health.

According to the Young People’s Impact Report on the Pandemic, over 60% of young people are now more health-conscious than before. Clearly, the sporadic wellness routines and delusional life-prolonging tactics of ‘punk health’ no longer meet the higher standards of generation z. Conversely, the traditional Chinese medical philosophy of ‘Healing through Nourishment’ is in tune with their needs.

EMBRACING THE TRADITIONS OF CHINESE WELLNESS

On Xiaohongshu, there’s a popular saying: ‘She has the beauty of vibrant vitality.’ Nowadays, traditional Chinese medicine concepts like ‘Qi and blood’ and ‘vital essence’ have become the new benchmarks for health and beauty among young people, sparking a wave of wellness practices.Baduanjin and Wuqinxi are gaining popularity in fitness communities, becoming the new go-to workouts after yoga and Pilates. Popular seasonal health practices such as ‘sunbathing in the summer heat,’ ‘using herbal plasters in the hottest days,’ and ‘stimulating meridian points’ have been embraced by many. Traditional medicine shops offering sour plum soup have become more popular than many milk tea shops. 

Even music playlists are designed to promote health, by including wood element music for liver health and earth element music for spleen and stomach wellness. The trend of giving traditional Chinese medicine check-up packages and annual massage memberships as gifts is catching on among gen z'ers during holidays. In response to the Chinese wellness market, major players like Heytea, Nayuki, and Sweet7 are launching their own wellness products. Renowned pharmacies such as Tongrentang have introduced ‘Herbal Coffee’ to meet the dietary health desires of the younger generation, while modern fusion businesses like Chinese-style burgers, light meals, and gyms are venturing into the gen z market.

IMMERSED IN A MODERN CHINESE AESTHETIC

200%: In early 2024, Tmall data shows that searches for ‘New Chinese Style’ and ‘Hanfu’ have increased by more than 100% in the past two months. Searches for ‘New Chinese Style Makeup’ and its sub-categories on Taobao have surged by more than 200%.

NEW CHINESE STYLE

Following the popularity of health and metaphysics-themed physical and mental healing kits, the traditional Chinese aesthetics of our ancestors have also successfully captured the interest of gen z.

Traditional aesthetics meets modern flair in the growing trend of the New Chinese Style, which is making waves and reshaping the concept of modern elegance in sectors such as fashion, home décor, cooking, and travel.

For example, posts discussing ‘new Chinese style outfits’ on Xiaohongshu have reached over 2.6 million. The ‘horse face skirt’ alone has generated 2.35 billion yuan in sales. 

ACG works such as ‘Justice Online’ that infusing Chinese aesthetics are winning over audiences in the Gen Z-dominated entertainment world. By blending exquisitely crafted traditional visuals with a compelling martial arts plot, this game transports players to the historical setting of the Northern Song Dynasty. 

Exploring the game is like stepping into a dynamic history lesson due to its rich historical detail. With its outstanding artistic excellence and deep cultural authenticity, the game even once outshined popular titles like ‘Honor of Kings’ and ‘Game for Peace’ in sales.

WHAT IT MEANS FOR BRANDS & BUSINESSES…

Meaningful cultural fusion involves more than just imitating or gathering traditional cultural elements. Instead, they are built on an appreciation for modern lifestyles and aesthetic tastes, aiming to explore and creatively blend the elegance of traditional culture.

Brands targeting gen z are recognising the marketing potential of Chinese culture, using traditional elements to generate buzz and boost conversion rates. 

Harnessing the power of Chinese culture can elevate brand recognition, but it can also present significant challenges for brands.

During a live selling event in 2023, top influencer Li Jiaqi presented a top in ‘new Chinese style’ that looked like funeral attire, bringing attention to a lack of awareness in choosing products. That same year, Heytea's ‘Hey Buddha’ Tea Latte crossed a line with religious culture and had to be removed from sale.

In the Year of the Rabbit 2023, KFC collaborated with The Palace Museum to celebrate traditional Chinese aesthetics with crafted new-year edition packaging. 

Inspired by the museum’s curated antiques, KFC mirrored their colours and motifs as the packaging décor for the restaurant offerings. Beyond showcasing the elegance and magnificence of Chinese aesthetics, KFC aroused cultural pride among young people while cheering on the new year.

​Brands that integrate traditional culture should understand and respect its core values, delve into its significance at the intersection, and avoid superficial or self-serving cultural adaptations.

To protect traditional heritage by incorporating craftsmanship and to explore business opportunities led by creativity, more brands can embrace the growing Chinese cultural trend.

​Visit our global website and download Unlocking Gen Z 2024: China Focus, presented by the dentsu Z team.