Tradition goes trendy

"China chic brings a distinct cultural undertone to contemporary life," says Bu Xiting of the China Cultural Industry Association. "The rise of guochao consumption reflects not only strong consumer spending, but also growing cultural confidence."

Beyond merchandise, the trend is shifting to cultural spaces, transforming cultural heritage into immersive travel experiences. From March 30, the Longmen Grottoes in Luoyang, Henan province, launched a night tour program, allowing visitors to experience the carvings illuminated in warm light. Listed as a UNESCO World Heritage Site in 2000, the grottoes remain a treasure trove of Northern Wei Dynasty (386-534) and Tang Dynasty (618-907) Buddhist art.