In recent years, there has been a “Hanfu fever” in China. In fact, the popularity of Hanfu is not only due to the fact that Hanfu is “beautiful”, but also contains historical factors. On the background of the popularity of Hanfu, we can sum up the following points:
1.Promotion of traditional cultural identity and promotion of traditional cultural renaissance.
Hanfu has been dated in history, and modern Hanfu, as a symbol of national costume, to a certain extent, comforts people’s need for “root searching” of national identity, and gradually constructs a sense of identity of traditional national culture.
2. The design keeps pace with the times and conforms to the aesthetic and needs of modern people.
As a unique cultural symbol, Hanfu is also a systematic reflection of national character, aesthetic taste and folk culture. The media reports on the revival of Hanfu are more focused on traditional festivals or ceremonial activities, which often give people the impression that Hanfu is good-looking but not practical.
But in fact, modern Hanfu has been improved, and there are a lot of styles suitable for daily life, such as tops and pants, which can be as fresh, simple and traditional as modern clothes, and can meet the aesthetic and needs of modern people.
3. Network, television, online games, and other media communication, attracted the pursuit of personalized young groups.
Many people begin to understand Chinese traditional costumes from TV, among which film and TV plays are powerful. In recent years, domestic Xianxia dramas have been outstanding in various aspects. Modern Hanfu, as an actor’s costume, is also more particular. Therefore, it has reaped a lot of traffic, which has imperceptibly affected the aesthetic of more young groups.
4. “Tongpao” community promotes the cultural trend of Hanfu
Most of them like traditional culture, and advocate using Hanfu as their most important symbol of group identity. They also carried out various kinds of specific practices, such as the “Hanfu Culture Festival” and “taking Hanfu to travel”, which promoted the influence of Hanfu culture which can not be ignored.
The real “Hanfu fever” has not yet arrived.
According to the report on consumer groups of Hanfu in 2018 released by small, the number of people buying Hanfu in 2018 increased by 92% year-on-year. Although the Hanfu industry has developed rapidly in recent years, the sales of Hanfu in 2018 accounted for only 1% of the total annual clothing turnover.
This means that although the popularity of Hanfu is huge, Hanfu is still a “minority commodity”, and the proportion of people who really pass through Hanfu is very small, and there is no certain scale economy effect. It remains to be seen whether the Hanfu economy and Hanfu related industries can step into maturity and get on the right track, so as to better meet the needs of consumers.
Nowadays, while some people are singing about the revival of traditional Chinese culture, the revival of traditional cultures such as Hanfu fever and Sinology fever will not stay on the surface until the public has a wide understanding of traditional culture.
When can we no longer regard the Hanfu craze as a novel social phenomenon, not divide people who wear Hanfu into “Hanfu circle”, “cos circle” and “Tongpao community”, but regard it as a kind of daily life, which can be worn out of the street without being noticed by thousands of people, just like Japanese kimono and Korean kimono?