Guochao

{{Short description|Form of Chinese national pride}} [[File:Anta Sports store at Beijing Xitieying Wanda Plaza (20210920193009).jpg|thumb|right|250px|Anta Sports is a Chinese domestic brand.]] '''Guochao''' ({{Lang-zh|s=国潮|l=national tide}})<ref>{{Cite web|title=国潮3.0时代国货火起来背后的秘密|url=http://www.xinhuanet.com/fortune/2021-05/10/c_1127427557.htm|access-date=2021-07-10|work=Xinhuanet|author-link=Xinhuanet|archive-url=https://web.archive.org/web/20210710120040/http://www.xinhuanet.com/fortune/2021-05/10/c_1127427557.htm|archive-date=2021-07-10|url-status=}}</ref><ref> [https://daxueconsulting.com/guochao-cultural-confidence-in-china/ Guochao 3.0: Chinese cultural Renaissance in consumer trend] Daxue Consulting, November 28, 2023 </ref> is a cultural phenomenon in modern China characterized by a surge in national pride and the embrace of Chinese culture, particularly among younger generations such as Millennials and Gen Z.<ref>{{Cite web|title=Are Gen Z Chinese consumers getting tired of the guochao trend?|url=https://focus.cbbc.org/are-gen-z-chinese-consumers-getting-tired-of-the-guochao-trend/|date=2022-05-16|lang=en-GB|first=Antoaneta|last=Becker}}</ref><ref>{{Cite web|title=Exploring China chic with young artists|url=https://www.bbc.com/storyworks/happy-chinese-lunar-new-year/exploring-china-chic-with-young-artists|work=BBC}}</ref><ref> [https://www.forbes.com/sites/pamdanziger/2023/01/25/guochao-trend-may-disruupt--western-luxury-brands-dominance-in-china/ ''Guochao'' Trend May Disrupt Western Luxury Brands’ Dominance In China] Pamela N. Danziger, Forbes, January 25, 2023 </ref><ref>{{Cite web |title=Brands up guochao to attract young consumers |url=https://www.chinadaily.com.cn/a/202301/31/WS63d86dd8a31057c47ebabfdd.html |date=2023-05-13|work=China Daily}}</ref><ref>{{Cite web |title=China: The many lives of the slash generation |work=UNESCO |url=https://courier.unesco.org/en/articles/china-many-lives-slash-generation-0|date=2023-05-13|lang=en}}</ref>

This trend sees consumers favoring domestic brands and products that incorporate traditional Chinese elements, aesthetics, and cultural references, e.g. Anta Sports and Li-Ning over Adidas or Nike.<ref name="chic">{{cite news |title=Chinese Gen Z want ‘China chic’ not foreign brands, as the rise of Anta Sports at the expense of Adidas and Nike in China shows |url=https://www.scmp.com/lifestyle/fashion-beauty/article/3173358/chinese-gen-z-want-china-chic-not-foreign-brands-rise-anta |work=South China Morning Post |date=8 April 2022}}</ref> It signifies a shift towards greater confidence in Chinese identity and a desire to celebrate Chinese heritage in modern contexts.

The COVID-19 pandemic increased nationalistic sentiments among Chinese consumers; the quick response by the Chinese government to stop the spread of the virus was impressive to its citizens, who could not shop internationally and purchase from established Western luxury brands during COVID lockdowns.<ref> [https://focus.cbbc.org/the-rise-and-fall-of-guochao-chinas-nationalistic-branding-phenomenon/ The Rise and Fall of Guochao: China’s Nationalistic Branding Phenomenon] China-Britain Business Focus, 25 July 2023 </ref>

==References== {{Reflist}}

{{DEFAULTSORT:Guochao}} Category:Chinese nationalism Category:2010s in China Category:2020s in China Category:2020s fashion Category:Social issues in China Category:2010s neologisms Category:Chinese youth culture Category:Generation Z Category:Chinese Internet slang Category:Chinese popular culture Category:21st-century fashion Category:2020s fads and trends Category:2010s fads and trends