Research on the Hanfu Movement in New Media Environment

Abstract

Secretary-General Xi Jinping has put forward the requirement of "double creation" for the excellent Chinese traditional culture, which is of great significance for the inheritance and development of traditional culture. Through the new media, the Hanfu movement has been able to gain momentum, and through this channel, the public can better understand the historical background of Hanfu, its development status and its necessity. By studying the development of Hanfu in the new media, we can understand the difficulties encountered by the Hanfu movement at this stage, point out the advantages and disadvantages of the new media in the promotion of Hanfu at this stage, and analyse and propose relevant solutions to overcome the bottlenecks encountered by the Hanfu movement, so as to promote Hanfu to the greatest extent possible and contribute to a strong cultural nation.

An Analysis of the Impact of Digital Media on the Sustainable Development of Traditional Culture Conducted

“…The development and dissemination of the Hanfu movement are primarily supported by new media technologies and social networking services, such as Weibo. Additionally, as services and exhibitions related to Han culture become increasingly popular, the Hanfu industry has seen a significant rise in visibility within digital media [4]. Online platforms have enhanced the market economy of Hanfu culture by familiarizing users with it.…”

“…Reports indicate that from 2017 to 2019, the number of global Hanfu cultural associations increased from over 1,300 to more than 2,000. By 2019, the number of consumers in the national Hanfu market had surpassed 2 million, with the total industry scale reaching approximately 1.09 billion yuan [4]. This demonstrates how digital media has transformed the once niche culture of Hanfu into a mainstream phenomenon, contributing to its globalization, enhancing cultural economic benefits, and allowing previously marginalized Hanfu to reemerge as a prominent representation of Chinese culture.…”

Effects of brand spokes-characters with personal and historical nostalgia on brand attitude: evidence from Generation Z consumers in China

“…incorporation of traditional Chinese elements into fashion design),” which have been promoted to more people around the world in a variety of ways (Han et al ., 2022). As Hanfu grew to be one of the top cultural markets (Yang et al. , 2021), young followers expressed their love for Hanfu by stating that “while I am at the perfect age to pursue my dreams, I want to express my memories and nostalgia for an era in the most passionate way possible” (Zhang et al ., 2023).…”

“…incorporation of traditional Chinese elements into fashion design)," which have been promoted to more people around the world in a variety of ways (Han et al, 2022). As Hanfu grew to be one of the top cultural markets (Yang et al, 2021), young followers expressed their love for Hanfu by stating that "while I am at the perfect age to pursue my dreams, I want to express my memories and nostalgia for an era in the most passionate way possible" (Zhang et al, 2023). While marketers tried to integrate such nostalgic elements into their brand design strategies, empirical research on the nostalgic preferences of younger consumers, as well as on application of different types of nostalgia strategies to brand design, has still been limited.…”

Factors Affecting Purchase Intention of Hanfu: Considering Product Identification, Cultural Motivation, and Perceived Authenticity

“…In the apparel industry, one notable phenomenon is the increasing popularity of Hanfu, the traditional clothing of the Chinese people which serves as a prominent representative of traditional Chinese culture [ 1 ]. Hanfu has evolved from being associated with feudal conservatism to becoming a representative part of contemporary fashion culture [ 2 , 3 ]. It has transitioned from being a niche industry appealing to a small group of individuals interested in cultural revitalization to an emerging fashion trend in the clothing industry.…”