SHU QIUHONG runs a store selling “hanfu” — the traditional clothing of the Han ethnic group — in Jinan, the capital city of eastern China’s Shandong Province.

Shu, a native of southwestern China’s Guizhou Province, has a profound affection for traditional Chinese garments dating back to her childhood.

“I have become friends with many customers as we have the same hobbies. We often exchange views on styles and production skills,” said Shu, adding that young consumers make up a big part of her clientele.

Over the past few years, China has seen a surge in young consumers interested in domestic brands and products that incorporate traditional Chinese style and culture, a trend known as “guochao.”

These are not merely flash-in-the-pan fads, but long-lasting trends that reflect the changing preferences and habits of Chinese consumers.

In China, there are around 260 million people born between 1995 and 2009, who are often dubbed “Generation Z,” according to data from the National Bureau of Statistics.

Growing up in a different environment from their elders, they have witnessed China’s rise as a global economic powerhouse and formed a brand-new consumption concept.

Beijing’s Palace Museum has been at the forefront of the nationwide guochao trend, with lipsticks and blushes engraved with traditional Chinese patterns being the perennial bestsellers on the shelves. These products have proven immensely popular with Generation Z consumers.

While maintaining tradition, constant innovation has revitalized domestic brands.

Biohyalux, a sub-brand of Bloomage Biotechnology Corp., a major hyaluronic acid producer in Shandong, has seen its sales volume soar as it strikes a balance between technology and culture.

Data show that in 2021, the revenue of Bloomage Biotechnology increased 117.4% year on year, with young female consumers being an important part of its consumer base.

With such a large and dynamic consumer group, experts believe the consumption power of Generation Z is pushing forward constant innovation in various sub-sectors in China and the modernization of the consumer market in years to come. (Xinhua)