"Gen Z" chasing "national tide" to show cultural self -confidence

The classic and beautiful Hanfu, innovative and innovative Forbidden City's cultural and creative watches, integrating technology and traditional cultural elements ... In recent years, the "national tide" explosion has continued to emerge, involving music, art, architecture, furniture, clothing, food, food, food, food, food, food, food, food, food, food, food, food, food, food, food, food, food, food, food, food, food, food, food, food, food, food, and food, All aspects of spiritual life and material life of daily use.

With the gradual recognition of consumers, especially the younger generation, the social aesthetic fashion chasing the "national tide" is quietly emerging. So what exactly is "national tide"? Why is it born and why? How does the "national tide" fever lead the changes in social aesthetics?

The expression of patriotism and cultural belonging

"Is there no clothing? The same robe with Zi", Hanfu enthusiasts like to call each other "the same robe". Viking who is engaged in media work is one of the "same robes". She also has another identity -Hanfu Spring Festival Gala Planner.

The Spring Festival Gala of Hanfu is a large -scale online party in the Hanfu circle, which has been held for 12 sessions. In 2010, Hanfu was still a strange vocabulary for many people. A group of Hanfu enthusiasts decided to make Hanfu enthusiasts from all over the world in the form of a party through communication. At the end of the year, Hanfu Associations in various places have opened online gala through Hanwu, Yale, and opera. Now the "same robe" more and more gathering. During the live broadcast of the 2022 party, 300,000 people were attracted to watch.

From Viking's view, the Spring Festival Gala of Hanfu is a platform for "the same robe" to participate in and spread Hanfu culture. In order to prepare for the party, the staff reached 40 or fifty, and nearly a thousand participants participated in. Essence

"We hope to express the beauty of Hanfu through the form of popular culture. Hanfu Spring Festival Gala is an opportunity." Viking said that clothing is an important symbol of social culture. Hanfu culture reflects young people who respect the tradition and modern attitude and modern attitude and Aesthetic spirit.

The process of Hanfu from the trend of the niche to the gradual acceptance of more people is a microcosm of the popularity of "national tide". What is "national tide"? Most experts believe that "tide" refers to a fashion trend and aesthetic trend, and it is a fashion formed by people who love something. The current "national tide" mostly refers to a trendy style formed by integrating the excellent traditional culture and modern lifestyle with fashion trends as a carrier. The "National Tide" thermal body is now in multiple aspects:

First, it is a consumption trend. Many old -fashioned brands and new brands have gradually formed a unique fashion consumption trend that is unique, close to life and can resonate with the public through the innovation of Chinese traditional culture. According to a report released by the Chinese Academy of Social Sciences in May this year, 90 % of consumers are optimistic about the future development of domestic products brands. The consumer survey report issued by the international consulting company McKinsey shows that Chinese companies are trying to upgrade the quality, performance and value of products, and nearly 1/3 consumers will choose Chinese brands on high -end products.

Secondly, it promotes the formation of new aesthetic fashion. Whether it is to buy "domestic goods", take "domestic goods", use "domestic goods", or wearing Hanfu, listening to people, watching costumes and television, swimming red attractions, or "National Treasure" programs, "only this green and green" dance, Beijing Winter Olympics At the opening ceremony, the twenty -four solar terms of schedules and the "folding willow send love" scene at the closing ceremony detonated the list of social media topics. These popular trends in the fields of consumption, cultural performing arts and other fields have largely reflecting the aesthetic fashion and culture of the Chinese people. The attitude is changing: practitioners have gradually shifted from the fashion trends and design concepts of overseas to the favor of the cultural symbols and design ideas that highlight the excellent traditional culture and aesthetic ideas of China, and they are more and more happy to try, innovate, and dare to express; consumers Not only also recognize the image of the Chinese cultural brand, the "national tide" consumer goods, but also strive to find the fit with the spirit of Chinese culture in terms of attitude of life and aesthetic taste, which reflects higher cultural self -confidence.

Hu Yu, a professor at Tsinghua University, believes that "national tide" combines Chinese cultural symbols, Chinese aesthetics, traditional skills, manufacturing and cultural industries. Its popularity is the manifestation of patriotism and cultural belonging.

Reflection of changes in social aesthetics

The time label on the watch dial is the small font, the 6 -point position is the Qin Army armor helmet pattern, the red seconds are reminiscent of the Qin Guo weapon "crossbow machine", the inspiration of the design of the surface nameplate is derived from Du Hufu ... through the e -commerce platform " The "post -90s" of the "post -90s" of the "post -90s" of the AR trial "After the" post -90s "function, the" post -90s "of the old brand seagull company's new" Qinfeng Tiger Rune "watch. Chen Xiao said that the design of domestic watches is very "tide", and he is more and more like products that are full of traditional Chinese culture and have good quality.

The oil paper umbrellas that combine clearing, cooking, drying, and brushing with modern craftsmanship are used to innovate and extended overseas group fans in non -legacy. The fuselage ... As young people favors the "national tide", many old -fashioned brands and new brands have begun to find design inspiration from the treasure trove of Chinese excellent traditional culture.

So, why is the "national tide" ushered in the outbreak and gradually formed a trend in recent years?

"Our aesthetic methods and trends have been changing over the years." Jin Yuanpu, director of the Institute of Cultural and Creative Industry, Renmin University of China, believes that this is first of all due to reform and opening up. When I first opened the country, people felt that everything was fashionable. With the development of the times and the continuous strengthening of cultural construction, many people have enhanced their ability to identify with Chinese excellent traditional culture through cultural education, reality, and comparison of China and the West. At the same time, new technologies such as the production method of the industrial chain, the combination of sound and light and lightning, and the new communication methods such as live broadcasts and Internet celebrities have also helped the rise of the "national tide". "When a trending aesthetic orientation is formed, people's aesthetic cultivation is also changing. Western aesthetics in the past is a trend that many people imitate, and now they are gradually existing as objects of civilization. This is a very major change." Jin Yuanpu said Essence

The second is the update of the design concept of social aesthetic changes. Trends fashion is an important feature of the consumption era. In recent years, some popular "national tide" design often focuses on surpassing the simple stitching of traditional symbolic elements, deepened to the core of Chinese aesthetics and traditional culture, and actively integrates the concepts of nature and pursuing the concept of Chinese aesthetics in design. In different levels such as intention and realm, the combination of items, visual images, and spatial construction creative combinations, expressing the changing social aesthetics and fresh styles of the times.

Experts believe that with the development and progress of the times, people's lives are booming, and they have begun to pursue the richness of aesthetic expression, such as conveying spiritual purpose and aesthetic attitude through "things". In this sense, the design of the "national tide" runs through the cultural spirit, aesthetic style and the time of the times of the Chinese people today.

In addition, the younger generation, especially "Gen Z," shows strong foundation and cultural self -confidence. From the perspective of birth, "Gen Z" refers to young people born from 1995 to 2009. They have been in contact with the Internet since childhood, and have grown up in the context of the Chinese nation's rejuvenation and the Chinese economy. They not only have a broad vision, have higher acceptance of new things, but also have the confidence of the world of looking at the world and a stronger cultural self -confidence. In terms of consumption mentality, they do not blindly follow foreign brands, are willing to accept local brands, and use it as proud, willing to share their aesthetic preferences through social media and other. The recent report released by Xinhuanet pointed out that in the "national tide" brand consumption in the industry, "Gen Z" contributed 74%of the "national tide" consumption. According to statistics from the trendy online shopping community platform, in 2020, the consumption popularity of young users' consumption of "Guo Chao" products has increased by more than 10 times compared with the previous year.

Make "national tide" more deeply integrated into the public life

"This beauty makeup is too cool, the selfie effect is really like the characters in the Dunhuang murals." Chen Chen, a student of Beijing college, is a photographer. Recently, she experienced the "Tanabata Dunhuang" makeup on a selfie app. very satisfied.

On the occasion of the Chinese traditional festival "Tanabata", Dunhuang Cultural and Creative and a platform company launched the Oriental Tide Makeup Series- "Tanabata Dunhuang". It is inspired by the mural "Wedding Blasting Wedding" of the Mogao Grottoes as the source of inspiration. The mural depicts the colorful wedding customs of Dunhuang during the late Tang Dynasty. The murals are colorful as a whole, and the warm atmosphere of the wedding in the painting is settled. As a technical guidance, Wang Yalin, a representative non -genetic inheritor of Dunhuang stone powder painting skills, introduced that the technicians extracted the color matching in the murals, combined with matte painting method with mural texture, to create murals and color shadow makeup, injecting the modern aesthetic trend injection Deep cultural connotation.

"The creative transformation and innovative development of excellent traditional culture with modern technology is an important trend of the development of 'national tide'." Jin Yuanpu believes that new technologies such as artificial intelligence, virtual reality, enhanced reality, and the universe are being fully involved in cultural content Creation, production, dissemination, consumption and other aspects. He recommends using new technologies to create a new model of "Guo Chao" cultural formats that are united and experienced by the scene of scenery, immersion, and experience, so that people are highly invested and immersed in it; , Life, storytelling, design ideas and cultural connotations should be close and integrated into people's daily life; through community construction, with the help of new e -commerce platforms to start diversified and new products, to understand the needs and claims of the younger generation to improve the quality of products and services.

"Investigate its essence, Guo Chao Guofeng is the reshaping and dissemination of traditional culture. This phenomenon has brought an important inspiration to promoting the development of traditional culture." Zhao Qingji, a professor at Marxist College of East China University of Political Science and Law, believes that he must pay attention to culture The era, popularity, and international nature, deeply excavate the spirit and temperament of the Chinese aesthetic, show the spiritual connotation of Chinese excellent traditional culture through a variety of fashion forms, and the spiritual weather of the new era culture.

It is the concept of Viking's efforts to convey in Hanfu's Spring Festival Gala and homemade programs in the form of a beautiful form. She believes that only by finding the access point in modern life and integrating into the public life more deeply can Hanfu better be accepted by the times, making more and more "national tide" more popular and more fashionable. (Reporter Peng Xunwen)

Original title: The explosion has continued to emerge to gradually become aesthetic trend "national tide" consumption continues to heat up

"People's Daily Overseas Edition" (05th edition of August 15, 2022)

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