Bandana head scarves have become the trendy outdoor accessory for Chinese young women

This spring and summer, wearing bandana head scarves (priced around ￥10 -￥20; $1.4 - $2.8 ) has become popular among young women in China, making them a must-have fashion item for 'dopamine girls.' On the trend-spotting app Xiaohongshu/RED, there are over 20,000 posts and 40,000 related products about bandana head scarves. The related topics have accumulated over 25 million views.

Posts about how-to-wear bandana head scarf guide, DIY tutorials, outfit matching with head scarf advice. Images: Xiaohongshu/RED

These head scarves effortlessly create a travel atmosphere and suit various styles like French pastoral, vacation, and vintage, which is perfect for taking ourdoor photos for social feeds. New styles have emerged in the market as well. For instance, this year's 'knitting craze' has led to a surge in interest in knitted head scarves. Some young people who enjoy handicrafts are purchasing 'scarf DIY material kits.' Merchants selling these kits on Taobao are now selling over a thousand of them monthly.

Bandana head scarf best sellers on Taobao. French style is the most popular style. Images: Taobao

The bandana scarf is a versatile item. The popularity of picnics and camping has led to the rise of pastoral-style head scarves. The trend of new Chinese-style and traditional Han elements in clothing has made Guochao-style head scarves the most fashionable accessory. From Dali in Yunnan to Jingdezhen in Jiangxi, bandana head scarves have quietly appeared in major scenic spots, ancient towns, fairs, exhibitions, and even music festivals where young people gather.

French pastoral-style and new Chinese-style head scarves. Images: Xiaohongshu/RED

Head scarf looks featuring vibrant dopamine style. Images: Xiaohongshu/RED

Selling bandana head scarves at fairs has become popular. Images: Xiaohongshu/RED

The 'tourism boom' sparked interest in bandana head scarves, while the 'celebrity effect' further boosted their popularity. In October 2023, the travel variety show 'Flowers and Youngsters' premiered, featuring actress Zhao Zhaoyi (赵昭仪) who popularized the bandana head scarf as her favorite fashion accessory. 'Zhao Zhaoyi-style head scarf' trend has driven sales of head scarves on Taobao. According to a Taobao best seller for trending head scarfs, most buyers are girls aged 18 to 25 who mainly purchase for travelling. The seller was surprised by the high repurchase rate of head scarves. "It has a strong social effect. From the reviews he observe, many girls take pictures with their female friends or classmates." Sellers are planning to introduce more styles of bandana head scarves, such as more colourful 'dopamine style' head scarves and elegant checkered head scarves.

Zhao Zhaoyi-style head scarf went viral. Images: Xiaohongshu/RED

Some doting pet owners love to dress up their furry friends with bandana head scarves. When they go out together, matching head scarves create a 'parent-child outfit' scene.

Bandana head scarves for lovely pets. Images: Xiaohongshu/RED

Young people are increasingly using accessories to express their individuality and fashion style. As summer vacations are starting to happen, they are not only looking for seasonal items like sun protection masks and sun glasses, but also opting for breathable and stylish bandana head scarves which offer a little sun protection. This trend is expected to propel a new sales peak for head scarves.