Trending in China: The popularity of China's northeastern big flower jacket sees it integrated into FMCG products
China's northeastern big flower jacket has been making waves domestically and abroad. In late 2023, the jacket got recognition abroad after Douyin influencer @李美越, (7.86 million followers and 130 million likes) strut around cities like Paris, London, New York, Rome, and Dubai in Peaky Blinder-type garb fashioned from big flower material.
Video showing the influencer (@李美越) putting on a northeastern big flower suit strolling around the streets in London. Source: @李美越 from Douyin
This traditional attire, prevalent in northern China, showcases vibrant colours—particularly striking red and green—in unique patterns, serving as excellent winter wear. Its strong visual appeal and distinctive cultural elements have become increasingly popular domestically, and more common internationally.
Source: @朵拉的变美日记 @喜欢老物件吗 @海纳布纺 from Xiaohongshu/RED
The popularity of the clothing has seen it integrated into both local and foreign consumer goods. In November 2023, MXBC (MIXUE), a fresh ice cream and tea store franchise, rolled out new product packaging and brand peripherals featuring elements of the northeastern big flower jacket. It also put the jacket on its mascot, a chubby snowman.
Source: @蜜雪冰城 from Xiaohongshu/RED
BUTTERFUL&CREAMOROUS, a Korean bakery popular in China, recently announced it will launch a new gift bag and other branding featuring elements of northeastern big flower for the coming 2024 CNY.
Source: @BUTTERFUL&CREAMOROUS from Xiaohongshu/RED
