Jiang Jingjing. In recent years, topics such as "young people don't like to celebrate the New Year", "young people don't like to go to relatives", "the taste of the New Year has faded", and other topics have always surfaced in the ** field from time to time, and it seems that young people now have no enthusiasm for the New Year of the previous generation. But recent developments suggest that the trend is reversing. According to reports, today's young people are beginning to regain the initiative of the Spring Festival in their own way. For example, this year's "new Chinese clothing" has exploded, and many young people have bought new Chinese clothing with elements of traditional Chinese culture for themselves and their families. At the same time, young people are also starting to buy New Year's goods belonging to the younger generation. (China News Service).
New Year's customs are a composite concept, which includes both traditional parts and so-called "New Year's customs". If "going home for reunion" is the core spiritual connotation of the New Year, then around this theme, different individuals and families can have different interpretations. In fact, with the pluralism of society and culture, in addition to the most essential value meaning, the overarching nature of "New Year's customs" has been increasingly eliminated, and a series of concrete and personalized choices have been replaced. Everyone has their own way of celebrating the New Year, and the New Year's customs are dissolved, and in the process, another sense of the New Year's customs is shaped.
Observing the new changes in New Year's customs, many people summarize the driving mechanism behind this as young people competing to be "New Year's managers". This statement actually conveys two messages. One is the return of young people's interest in the "New Year", which is very different from the previous state of being in a state of "forced business"; The second is that young people continue to improve their right to speak and speak about the New Year. In a sense, this also has a certain intergenerational connotation. Those who "organize the New Year" will be transformed from parents to children. It should be said that this is an inevitable change.
Young people's takeover or in-depth involvement in the "New Year" is often particularly evident on the consumer side. According to the data of major online shopping platforms, clothing products with national style elements such as new Chinese coats and New Year's greetings and Spring Festival cross-body "dragon" bags have been frequently searched recently, and the search volume of many clothing has been on the rise in the near future. One of the most classic New Year's goods Spring Festival couplets has also been "played" by young people with a lot of new tricks. Whether it is a straightforward type, a homophonic pictogram, or a happy overlapping type, what you want is an eclectic, which forms a sharp contrast with the orthodox and serious temperament of the traditional Spring Festival couplets......In this way, they can find their own happiness in the New Year, and the younger generation has rekindled their interest in the New Year.
In the past, the youth narrative about the New Year was often based on the phobia of the New Year and the fear of returning. And this year, there is finally a new trend and a new atmosphere. The Spring Festival is a festival that belongs to everyone, and young people are vying to be the "New Year's host", injecting new vitality and new connotation into the New Year. The important thing is never who is in charge of the Chinese New Year, but so that more people can be enthusiastic about it and participate in it.