From the "New Year Robe" horse-faced skirt to the Spring Festival Gala drama "New Year", in this just opened Year of the Dragon, are you a national trend?
Caozhou has a horse-faced skirt displayed in the exhibition hall of the Aiyuncang Hanfu base. (*From ***.)
According to reports, "2024 Year of the Dragon Cultural and Creative" once topped the ** hot search list, and various "national tide" souvenirs topped the hot search list. Some international luxury brands have also put down their arrogance and "hopped on the China chic trend".
Guochao is now commonly translated as "China chic". The word chic is derived from the French word and as a noun means "fashionable and elegant". China chic refers to designs that are deeply rooted in Chinese culture and perfectly mixed with modern fashion.
Fashion always comes and goes, though. Will the national tide be "a flash in the pan"?
When the national tide first emerged, some English ** called it "Chinese fad movement", and its attitude was self-evident. According to the Oxford Dictionary, FAD is "a strong and widespread passion for something, especially a short-lived passion that is not based on the quality of the object; An intense and widely shared enthusiasm for something, especially one that is short-lived and without basis in the object's qualities;a craze）”。
In the face of the national tide, some people inevitably have the question of FAD or trend. JD.com's "2023 China Brand Development Trend Report" may help answer the question: from 2019 to 2022, the number of consumers who purchased Guochao-related goods increased by 74%, and the transaction value increased by 355%.
The story of a national fashion beauty brand offers another perspective. Ipsos Group (ISPOS), which is engaged in market research, pointed out in an analysis article that the national trend is not limited to sweeping the Chinese market, as can be seen from the overseas popularity of the concept of "C-beauty".
During the Spring Festival last year, the American "Vogue" magazine published an article introducing "13C-Beauty Products You Need to Know for the Year of the Rabbit". And Japanese Internet celebrities and ** even coined a new word for "Chinese makeup": chiborg, which is a combination of China and cyborg, which means "beautiful to unreal" Chinese makeup. It can be said that the wave of domestic beauty products going overseas is in the ascendant.
Finally, add a small detail: CNN** in the United States published an article on the occasion of the Spring Festival of the Year of the Dragon, "The Year of the Dragon: Should I Say Dragon or Loong?" 》。The article elaborates on the image of the dragon in Chinese culture, and quotes foreign experts as saying that unlike the ferocious and fire-breathing western dragon, the eastern dragon (loong) is believed to be more helpful and bring good luck.
Perhaps, this can be regarded as a kind of "national tide going to sea" in the field of linguistics! (End) (Original title: China chic Guochao).
*: Refer to the news network.
Author: Julie.