The 2024 Guochao Festival, organized by online shopping app Dewu in collaboration with over 100 domestic brands, took place from Nov 15 to 18 at the INS, a six-story commercial complex located in the heart of Fuxing Park in the Jing'an district of Shanghai.

Guochao, also known as Chinese trends or "China chic", reflects the rise of China's native fashion trends.

The event was one of the key consumption month activities, initiated by the Ministry of Commerce, that were staged in China's international consumption center cities.

The festival showcased a wide range of brands – ranging from beauty products and fashion to sneakers, home goods and food – while emphasizing a blend of traditional and modern Chinese lifestyles.

Notable participants included international fashion week favorites like Bosideng and trendsetting labels including MedM, AFGK and BiPolar Bear Wear. Renowned traditional brands like White Rabbit Candy and Lao Feng Xiang Jewelry added to the fun.

During the festival, discussions on traditional Chinese aesthetics flourished in the Dewu community. Young users shared over 110,000 posts about their outfits and beauty tips inspired by Chinese culture.

It sparked trending hashtags such as #ChineseTrends and #EasternBeauty within the community.

Data from the Dewu app revealed that consumers born after 1995 are driving 82.6 percent of China chic purchases, with those born after 2000 accounting for nearly 60 percent.

During the event, sales of domestic brands surged by over 270 million yuan (about $37 million), with top brands like Li-Ning and Anta experiencing significant increases.

The Central Economic Work Conference has emphasized the importance of high-quality development and expanding domestic demand. The growing interest among young people in Chinese trends is said to have injected new energy into domestic consumption.

One prime example of this is the popularity of cycling among young people, which has led to nearly a ninefold increase year-on-year in sales of Phoenix bicycles on the Dewu app by May of this year.

Additionally, domestic beauty brands like Kans and FlowerKnows have reported over 200 percent growth in sales during this year's Qixi Festival.

Source: Official WeChat account of Shanghai Electronic Commerce Promotion Center at "shxfzdy"