Hanfu Craze: Cultural Revival or Fashion Bubble?

Hanfu is the traditional attire of the Han Chinese people, with a history spanning thousands of years. Over the course of time, it has accumulated profound cultural heritage and serves as a unique symbol of classical Han aesthetics, carrying the cultural genes of historical continuity.

Today, against the backdrop of rapid economic development and the revival of traditional culture, the new Hanfu industry is embracing strong growth opportunities. Especially among young consumers, cultural confidence has motivated them to participate in this cultural revival movement with a sense of national pride.

1. The Rising Popularity of Hanfu

Search interest in Hanfu has been steadily increasing across the internet, with the “Mamian skirt incident” pushing public attention to new heights. This surge has further strengthened public awareness of protecting and inheriting traditional culture. As a cultural symbol, Hanfu is gradually evolving into a bridge that connects tradition and modernity.

2. User Insights

The Hanfu user base is becoming increasingly diverse, expanding the Hanfu community. Young female users remain the core group, but users are diversifying across gender, age, and city tiers.

In addition, data shows that as Hanfu enters mainstream culture, even the silver-haired generation has embraced the trend.

Hanfu styles are strongly correlated with the cultural background of tourist cities. Different cities show different preferences: for instance, Xi’an, renowned for Tang Dynasty culture, has users who prefer Tang-style Hanfu; Nanjing and Beijing correspond more to Song-style and Ming-style Hanfu, respectively.

According to user needs, Hanfu can be categorized into three main scenarios: daily wear for commuting and shopping, travel photography, and specific occasions. With the breakout popularity of the Mamian skirt and the rise of “new Chinese-style fashion,” Hanfu scenarios have expanded from travel and special occasions to everyday commuting and shopping, marking a higher level of daily integration.

From user feedback, the core demands for Hanfu are:Wearing experience—comfort, breathability, and lightness.Seasonal adaptability—the thickness suitable for different seasons.Practicality and ease of wearing—waist adjustment methods, pockets, anti-exposure designs, etc.The length of Mamian skirts catering to the dressing needs of petite women.

3. The Empowerment of Livestream E-Commerce

With the attributes of short-video livestreaming, the new Hanfu industry chain has adjusted toward a more agile and flexible model.

Livestream e-commerce enables quick demand discovery, rapid design, and fast production, followed by continuous iteration based on market feedback. Combined with the trend-setting nature of short videos, these factors together drive a flexible and responsive Hanfu supply chain.

The communication of new Hanfu has become more diverse, integrated into daily life, and appealing to a wider audience.
Data shows that most new Hanfu enthusiasts first encounter it on short-video platforms such as Douyin. These platforms are the primary channels for actively seeking Hanfu-related information. Short-video social media, with its platform capabilities, can quickly bring together niche groups and amplify their influence.

The content of Hanfu culture communication on short-video platforms mainly demonstrates four characteristics at different stages:

1. The trend of new Hanfu wearing scenarios shifting from special occasions to everyday life, with more enthusiasts adopting Hanfu as part of their daily outfits.
2. As the Hanfu craze grows domestically, more people are paying attention to its overseas influence and cultural value.
3. Hanfu has gradually become a preferred attire for public figures, both in daily fashion promotion and at important events.
4. Public attention toward Hanfu has shifted from being merely a fashion phenomenon to deeper observations of the industry itself.