China-Chic Culture Revives with Generation Z Consumer Trends
As the gentle eastern wind brings new vitality, China-chic brands are surging in popularity. From cultural TV programs like National Treasures and Poetry Conferences to viral trends like the Tang Palace Night Banquet and Horse-Face Skirts, traditional Chinese aesthetics are becoming a modern fashion phenomenon.
The revival of Chinese cultural heritage—spanning over 5,000 years—is finding new expression and resonance, particularly among Generation Z consumer trends, which are shaping the new consumption landscape across multiple industries.
Generation Z Fuels the China-Chic Economy
Data from major platforms shows that Generation Z consumer trends are heavily driving the China-chic wave. Over the past decade, interest in “China-chic” surged by 528%, and more than 70% of consumer purchases on e-commerce platforms are now domestic goods. Around 80% of Chinese consumers show a clear preference for local China-chic brands.
In 2023, the China-chic economy was valued at over 20 trillion yuan, with projections exceeding 30 trillion yuan by 2028. This growth is largely attributed to the enthusiasm and purchasing power of Generation Z, especially those born in the 1990s and 2000s. These consumers account for 74% of the spending on China-chic brands, proving their central role in shaping modern consumption behavior.
On platforms like Bilibili and Tmall, the purchasing power of Gen Z is evident through their average annual spending on local brands and their strong alignment with traditional cultural values—core elements of the rising Generation Z consumer trends.
China-Chic Trend Penetrates the Maternal and Baby Industry
The influence of China-chic brands is now being deeply felt in the maternal and baby industry. From fashion to food, from skincare to early education, the rich visual and cultural language of China-chic is transforming the look and feel of baby and maternity products.
According to Analysis data, 57% of Gen Z mothers have purchased China-chic maternal and baby products. Nielsen’s insights also highlight the growing preference for China-chic offerings among high-end consumers in the maternal and baby industry.
This influence is evident in several key areas:
Ancient Chinese Style: Aesthetic Revival in the Maternal and Baby Industry
The iconic horse-face skirt, once reserved for noblewomen in the Song Dynasty, made a huge comeback during the Spring Festival of the Dragon Year. On TikTok, content tagged #HorseFaceSkirt# reached over 20 billion views, and many China-chic brands have transformed this traditional attire into children’s wear that suits the physique and aesthetic preferences of modern Chinese babies.
Traditional toys have also embraced innovation. Mortise-and-tenon puzzles, flip-over dragons, Guofeng mechas, and lion dance figurines are not only capturing children’s imagination but also showcasing the cultural pride central to Generation Z consumer trends.
At global exhibitions like the Nuremberg Toy Fair, products like “Yingxinglou Building Blocks” and “Golden Winged Bird Crown” 3D puzzles show that China-chic brands are increasingly aligned with international standards, bringing traditional craftsmanship to a global audience.
Cultural Symbolism in Product Packaging and Design
One of the defining traits of China-chic brands in the maternal and baby industry is their embrace of traditional Chinese symbols and mythology in product packaging and storytelling.
In 2024—the Year of the Dragon—many maternal and baby brands launched products infused with dragon-themed elements. For example:
- ABC KIDS featured dragon-scale jackets and dragon-head sweaters
- Huggies introduced Little Dragon Pants with auspicious motifs
- Hegen released a commemorative bottle with a purple dragon symbol
- Qiu Tian’s Dragon Kirin Blessing Gift Box combined healthy snacks with wearable dragon-themed toys
Beyond dragons, elements from the Palace Museum, Dunhuang murals, Sanxingdui relics, and Liangzhu culture are also being incorporated into the maternal and baby industry by innovative China-chic brands, symbolizing a powerful blend of national pride and creative modernization.
Revival of Traditional Parenting Wisdom in Baby Care
Traditional Chinese child-rearing wisdom is also regaining traction in the modern maternal and baby industry. Products inspired by ancient Chinese texts, such as Compendium of Materia Medica, are gaining popularity among health-conscious Gen Z parents.
The baby care category now features wash and care products made from Chinese herbs like mugwort, Isatis leaves, and perilla, processed through traditional techniques with modern refinement. These products align with Generation Z consumer trends that emphasize clean labels, safety, and cultural authenticity.
Sales data reveals a 160% year-on-year growth in Chinese herbal baby care products from January to May 2024, underscoring the massive potential in this segment. Snacks for children rooted in Traditional Chinese Medicine, such as Bazhen paste and hawthorn pills, also resonate with Gen Z’s health-and-culture-forward values.
Generation Z Shapes the Future of China-Chic in the Maternal and Baby Industry
As Generation Z consumer trends continue to redefine value systems and aesthetic standards, the rise of China-chic brands is expected to further transform the maternal and baby industry.
From functional products to emotional storytelling, from ancient aesthetics to modern parenting demands, this powerful cultural renaissance is not only a passing trend—it’s a structural shift driven by a new generation of consumers who are proud of their heritage and expect more from their products.
The fusion of tradition and innovation is breathing new life into everyday products. For the maternal and baby industry, this means aligning deeply with the emotional and cultural values of Generation Z while embracing the creativity and craftsmanship that define China-chic brands.
