What are the new atmosphere and changes in this year's Spring Festival?
On February 19, Xiaohongshu released the "2024 Xiaohongshu Spring Festival Fireworks Life Report", and "new" and "fireworks" have become the keywords of New Year's life.
The post-90s and post-95s took over the baton of "New Year's Manager" and launched the new "Dragon Year Dragon Qi Chinese New Year's Eve Dinner"; Go home to "blast" your parents and grandparents, and make an effort to update the weather; Traditional culture such as English singing and dancing, iron flowers, fish lanterns, dragon and lion dances and other traditional cultures have been renewed and out of the circle, and participation and sharing have revitalized and integrated traditional culture into life; New Year's greeting copywriting, God of Wealth wallpaper and family photos are inspired by the "New Year Three-Piece Set", which contains the wishes and expectations of every ordinary person to embrace the "new life".
Source: Xiaohongshu blogger @Doraemon's pocket.
The new New Year's manager "launches" the New Year's goods.
The Chinese New Year's Eve dinner in the Year of the Dragon is first and foremost a "dragon" feature. This year, some of the post-90s and post-95s generations have become the managers of the New Year, and under their "master", the New Year's flavor is more novel and interesting while retaining the tradition.
Data shows that during the Spring Festival, the total number of notes related to "Chinese New Year's Eve" on Xiaohongshu was nearly 5 million, an increase of 140% over last year. The topic of "Longli Dragon's Chinese New Year's Eve Rice" has been read more than 100 million, including a dragon-shaped platter made of sugar oranges and cucumber slices, a dragon-shaped squirrel osmanthus fish, and sesame spinach dragon ......Xiaohongshu has set off a wave of "dragon flavor awards".
Source: Except for the author, all others are provided by the interviewee.
Xiaohongshu blogger and stay-at-home mom @豆包mom Xiaoshan began to conceive the "Year of the Dragon Paper-cut Biscuits" 3 months in advance.
The dragon on the biscuit is a paper-cut pattern. In addition to the traditional dough ingredients, she used PS to accurately measure the patterns and disassemble more than 110 pieces of materials around the dragon shape. Of these, dragon scales alone require more than 27 elements. In the next half month, it will take 5 days to make biscuits in advance, and the whole process of drawing, dough, cutting, and making will need to be completed.
Dragon is the cultural confidence of all Chinese, and making dragon paper-cut biscuits is also a teaching to her daughter. During the Chinese New Year, after the biscuit maker** was released on Xiaohongshu, it received more than 120,000 likes and more than 2.6 million times**, and netizens laughingly called @doubaomom Xiaoshan "academician of the biscuit industry".
According to the report, during this year's Spring Festival, New Year's copywriting, God of Wealth wallpapers, and family photo inspiration have become popular "New Year's three-piece sets". More than 35 million people searched for "New Year's Greeting Copy" on Xiaohongshu to send their sincere blessings; Nearly 15 million people searched for "God of Wealth wallpaper" on Xiaohongshu and changed their mobile phone screensavers to meet the sense of blessing ceremony; More than 5 million people searched for "family photos", and the family got together to make the family photos more ceremonial.
In the Spring Festival this year, Xiaohongshu fashion blogger @hello I am Tuotuo", and I retook the New Year's photos when I was a child with my mother, and 100% restored from clothing to action. "Behind each **, although it is an ordinary family story, there is always a sense of nostalgic warmth. ”
Source: Xiaohongshu blogger@hello I am Tuotuo.
Use "explosion reform" to renew your life.
During the Spring Festival, the "explosion change" became a "New Year's scene" out of the circle on Xiaohongshu. The data shows that from the thirtieth day of the Chinese New Year's Eve to the seventh day of the new year, nearly 1 million notes related to "explosion change" have been published, and the attention of "explosion and makeup", "explosion and reform of parents, grandparents", "explosion and reform of new Chinese style" and "explosion and reform of provincial uniforms in various places" has remained high, and works have emerged in endlessly.
Xiaohongshu fashion blogger and post-90s Hainan guy @龙龙不fashion has long focused on ethnic minority clothing, intangible cultural heritage culture and rural creation. When he returned to his hometown during the Spring Festival this time, he decided to complete a fashion-themed New Year explosion for his grandmother, who was over eighty years old.
In the choice of clothing, he avoided the traditional red festive costumes and chose a combination of tops and new Chinese-style Canadian style pants and hakama. "My grandmother has been doing farm work all year round, her face is tanned and full of wrinkles, I don't want to spoil the texture of this time, I don't use any makeup, only a little lipstick. It was in the field of his hometown that he began to shoot a blockbuster.
We want to show you the different possibilities of provincial service in different places. "Xiaohongshu blogger@soooso waited for 4 post-00s, and chose to "blast change" his hometown provincial service during the Spring Festival. Hunan, Northeast China, Jiangsu, Zhejiang and Shanghai ......From the design manuscript to the production of the garment, they completed about 40 iterations in a week, and attracted more than 800,000 netizens after the release.
Source: Xiaohongshu blogger @soooso
Fireworks life, full of traditional beauty, festival beauty.
During the Spring Festival, Xiaohongshu's tourism-related notes increased by nearly 70% year-on-year. Lama Temple, Jingdezhen, Temple of Earth, Disneyland, and Universal Studios became the top 5 most popular attractions during the Spring Festival in Xiaohongshu.
Among them, a large number of traditional intangible cultural heritage activities have been released on Xiaohongshu. According to the report, the number of notes released by the fish lantern increased by 2 times, the number of notes on visiting the temple fair increased by 2 times, the number of notes on English singing and dancing increased by 7 times, the number of notes on iron flowers increased by 14 times, and the number of notes on dragon and lion dance increased by 19 times.
The daydream of the post-90s designer @张大强 carried the Chinese character "movable type printing" to the streets of Shanghai. He built a giant device weighing 60 pounds: New Year's greetings were designed as individual boxes, like blind box drawers, which passers-by could randomly draw and print.
Source: Xiaohongshu blogger @ Yu Xiaokai
Every Chaoshan child has a dream of English songs", Xiaohongshu blogger and Chaoshan girl @Yu Xiaokai returned to her hometown two months in advance to learn English song and dance, and was successfully selected into the local Spring Festival British song and dance performance team, becoming the only girl in the 72-person team. @予小凯 said: "This is the closest I have come to the culture of my hometown, and the culture will be passed on and encouraged in a more inclusive way." ”
During the Spring Festival, Puning in Guangdong, Liuyang in Hunan, Zhanqi in Anhui, Ditan in Beijing, Pearl Spring in Nanjing, Jiangmen in Guangdong and other places have become the preferred destinations for Xiaohongshu netizens to "plant grass" and "check in" traditional New Year's customs.
Source: Xiaohongshu blogger @是子鱼.
Every ordinary person experiences, records, and shares in Xiaohongshu, so that traditional culture is more integrated into life, and the traditional classical beauty and festival beauty are overflowing with the fireworks of the Spring Festival.
Xinmin Evening News reporter Jin Zhigang.