{"id":10228,"date":"2022-05-16T06:30:51","date_gmt":"2022-05-16T06:30:51","guid":{"rendered":"https:\/\/focus.cbbc.org\/?p=10228"},"modified":"2025-04-23T09:41:35","modified_gmt":"2025-04-23T09:41:35","slug":"are-gen-z-chinese-consumers-getting-tired-of-the-guochao-trend","status":"publish","type":"post","link":"https:\/\/focus.cbbc.org\/are-gen-z-chinese-consumers-getting-tired-of-the-guochao-trend\/","title":{"rendered":"Are Gen Z Chinese consumers getting tired of the guochao trend?"},"content":{"rendered":"

Since 2018, brands like L\u2019Or\u00e9al, KFC and Oreo have attempted to tap into the guochao<\/em> trend by showcasing designs and collaborations inspired by Chinese culture. However, amid a slew of unpopular collaborations, Qing Na<\/strong> from Dao Insights<\/strong> cautions that consumers may be getting tired of this trend<\/h2>\n

The term guochao<\/em> (\u56fd\u671d), meaning \u2018national trend,\u2019 refers to the fact that young Chinese consumers are increasingly interested in the integration of traditional Chinese culture and style with domestic brands and products.<\/p>\n

The guochao<\/em> movement rose to particular prominence in 2018 following Chinese sportswear behemoth Li Ning\u2019s debut on the international fashion circuit at New York Fashion Week. Showcasing men\u2019s streetwear collections imprinted with colour palettes and slogans popular in China in the early 20th century, Li Ning\u2019s catwalk made Chinese nationalism a trendy fashion statement, tapping into a rising sense of cultural confidence among Gen Z Chinese.<\/p>\n

\"launchpad<\/a><\/p>\n

While the guochao<\/em> movement has been most notable for boosting domestic Chinese brands like Li Ning and Anta<\/a>, the emerging consumer trend also prompted savvy brands to tap into the country\u2019s growing cultural self-esteem. Many brands have come up with their own guochao<\/em>-inspired creations through collaborations with important Chinese cultural institutions such as The Palace Museum (aka the Forbidden City). From beauty brand L\u2019Or\u00e9al<\/a> to biscuit maker Oreo, marketers from around the globe have sought to package themselves with so-called cultural IPs in a bid to win over the lucrative Gen Z demographic.<\/p>\n

As China-proud narratives have flooded the market, some have been praised for showing respect to the local culture, while others have incurred a backlash from disappointed consumers. American chocolate maker Dove and Chinese alcopop brand Rio were among the latter.<\/p>\n

\"\"

Dove chocolate’s 2020 Lunar New Year collaboration with The Forbidden City<\/p><\/div>\n

Internet users were disappointed by Dove\u2019s customised Lunar New Year 2020 gift box in collaboration with the Forbidden City. Comments noted that the special-edition boxes looked no different from any other candy boxes due to the limited application of elements from The Palace Museum, with only a small logo printed on one corner of the box.<\/p>\n

\"\"

Alcopop brand Rio’s collaboration with insect repellant Liushen Florida Water<\/p><\/div>\n

Rio\u2019s \u2018insect repellent-flavoured\u2019 cocktail also got given the cold shoulder. It was a bold move to partner with a household name like Liushen Florida Water, China\u2019s favourite brand of mosquito repellent, and the campaign sparked fevered buying when it first launched among consumers intrigued by the bizarre flavour and the creative packaging that replicated Liushen Florida Water\u2019s distinctive bottle design. However, once consumers actually tasted the drink they quickly took to the internet to express their disappointment.<\/p>\n