Trending in China: New Chinese style is on the rise

A growing sense of national pride among Chinese consumers has fuelled the New Chinese Style, a fusion of modern aesthetics and Chinese traditional cultural design. It isn’t just the realm of domestic brands, many Western brands are incorporating elements into their products and communications. Leading into the Year of the Dragon, Tmall's Super Category Day revealed the shopping theme, 'New Chinese Style Fashion', to celebrate the New Year. Shoppers enjoyed a 20% discount when they spent at least ¥200 ($28.10) on the new Chinese style category from January 10 to 12. The campaign highlighted four distinct looks of New Chinese Style: Classic, Intellectual, Avant-garde, and Dragon, together showcasing the trend's versatility.

Tmall’s promotion of New Chinese Style from its Weibo account.

New Chinese Style is trending on Xiaohongshu/RED, China's leading lifestyle and trend-finding app. New Chinese Style-related posts grew 390% in 2023 to 7.24 million, which received 3.8 billion views. Over 2.64 million products are now listed under the “New Chinese Style” search tag. Let's see how New Chinese Style trend has been integrated into cosmetics, dressing, food & beverage, and home design!

1. New Chinese Style in cosmetics

The rise of the new Chinese-style makeup signifies a revival of Chinese aesthetics. Instead of chasing influencer makeup trends, consumers are increasingly focusing on a harmonious blend of makeup and natural complexion based on their own facial features to showcase personal charisma. Skincare and fragrance brands also incorporate traditional Chinese herbal ingredients into their product formulas, promoting a natural, eco-friendly, and healthy concept.

Posts related to tutorials for new Chinese style makeup from @香泽花菜 @皮卡一只丘 @海盐泡芙 @小妥妥妥的！on Xiaohongshu/RED.

Incorporating New Chinese Style isn’t just the realm of domestic brands. Jo Malone London’s limited-edition The Blossoms Collection launched in March last year, drawing inspiration from four seasonally representative flowers—magnolia, pear blossom, water lily, and osmanthus—to convey profound aesthetics of Eastern freehand brushwork.

Images from Jo Malone's official website and KOL promotional posts from @十月无荔枝 on Xiaohongshu/RED

NICEMIX is Chinese homegrown brand with New Chinese Style skincare as its DNA, incorporating various Chinese traditional herbs into its product formula, as well as promoting the concept of harmony between human and nature.

Images from the NICEMIX brand account @奈美潮 NICEMIX on RED

2. New Chinese Style in Apparel

Chinese fashionistas are giving traditional cultural clothing a modern twist, reflecting tasteful and comfortable dressing with an oriental charm. Unique Chinese details from cheongsam and hanfu harmoniously mix with Western urban and casual wear, creating a range of looks that can be worn in the office or out in town.

New Chinese Style fusion of Chinese elements and western fashion from RED

Spanish luxury brand LOEWE introduced the Chinese Monochrome Glaze series for its 2023 Spring-themed collection. Drawing inspiration from traditional Chinese Ming and Qing Dynasty monochrome ceramics, the brand incorporated selected colours into the design of its iconic handbags. LOEWE showcased a profound understanding of cultural heritage by demonstrating an appreciation for the beauty of restraint and blank space in its design expression. This series has been well-received and garnered widespread praise on social media.

LOEWE launched the Chinese monochrome glaze series handbags. Images: LOEWE‘s WeChat account.

To celebrate the Chinese Year of Dragon, Zara collaborated with a Chinese traditional porcelain brand XI XING LE (喜行乐) to launch limited edition co-branded products. This collaboration integrates the Chinese mythological dragon to demonstrate the fusion of traditional culture and modern creativity. The series covers women's wear, men's wear, accessories, and home products, opening a new chapter of Zara incorporating New Chinese Style.

Part of ZARA x XI XING LE co-branded apparel and accessories. Images: ZARA‘s WeChat mini program store.

3. New Chinese Style in Food & Beverage

Young Chinese consumers are indulging in snacks and drinks that contain traditional ingredients and herbs to nourish their bodies. Brands are integrating local Chinese health-boosting elements into their products to embody the Guochao style.

Young Chinese are increasingly turning to herbal milk tea to enhance their health. Images from RED

‘Stove-boiled tea’ is gaining traction as the latest slow-living trend for young Chinese. As the name suggests, tea leaves are lightly roasted and then boiled in a pot on a charcoal stove. People sit around, enjoy snacks like fruits and nuts with tea blended with flowers or milk.

Stove boiled tea images from RED.

In March 2023, Luckin Coffee launched its tea-infused latte, "Biluochun Latte". In its debut week, it sold an impressive 4.47 million cups. Biluochun is a renowned traditional Chinese green tea, one of China's ten famous teas, with a history of over 1000 years.

Images of Luckin’s tea-infused latte from Luckin’s Weibo account.

Chenduoduo, a homegrown milk tea brand, boasts a high-selling signature product 'Tofu Milk Tea with Osmanthus' which creates a refreshing, sweet and tender taste. It has been well-received in China.

Images from Chenduoduo’s offical RED account of its Tofu Milk Tea with Osmanthus.

KFC collaborated with the Palace Museum last January to celebrate the Year of Rabbit. It brought vibrant oriental colours and auspicious patterns from 14 treasured artefacts to its product packaging, showcasing traditional Chinese aesthetics and evoking confidence in Chinese culture.

KFC’s New China Style packaging in collaboration with the Palace Museum. Source: KFC's official account on Weibo @肯德基

Not to be outdone this Chinese New Year, McDonald's restaurant at Nanjing Road Century Square in Shanghai launched a pop-up event from 22-28 January. The Chinese New Year-themed McDonald's pop-up restaurant was filled with elements of traditional Chinese culture, featuring themes of love, wealth, academic success, reunion, and happiness; all symbolizing auspicious meanings and adding to the festive atmosphere.

Promotional photos of McDonald’s New Chinese Style-themed pop-up store. Images from @柠檬给我酸 on RED.

4. New Chinese Style in Home Design

Influenced by the Guochao trend, young Chinese consumers are integrating the new Chinese style into home décor, showcasing their individuality and taste in home design. This trend has stimulated sales of wooden furniture, green plants, gadgets and paintings featuring Chinese cultural elements.

Posts showing new Chinese style home design featuring vintage style, natural wood style, light luxury style, creamy style (from left to right) from @11SY @一只兔子酱 @我乐家居官方号 @zz贩賣日落_ on RED.

As Chinese consumers increasingly rediscover their culture, coupled with a modern and international view, New Chinese Style’s influence will continue to grow. There remains countless opportunities for Western brands to incorporate these elements into their products and communications, but it should be done thoughtfully and sensitively.