Explainer | Chinese Gen Z want ‘China chic’ not foreign brands, as the rise of Anta Sports at the expense of Adidas and Nike in China shows

From preferring home-grown sports brands to Adidas and Nike, to their purchases of Chinese-branded make-up products, Gen Z in China are embracing ‘China chic’

Called guochao in Chinese, the trend reflects growing nationalism in the country. It’s one that more Chinese businesses are capitalising on to lure customers

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A Li-Ning store in Shanghai, China. A preference for guochao, or “China chic”, has swept through China, particularly its millennial and Gen Z shoppers, at the expense of Western brands. Photo: Bloomberg

SCMP Reporter

Published: 12:15pm, 8 Apr 2022

Zhang Zhe, born in 1999, has many Chinese-branded cosmetic products or make-up items with Chinese designs.

“I like designs with Chinese elements,” says Zhang. “They are as good as overseas brands in quality. Now there are more Chinese make-up brands in my cosmetics collection.”

Zhang’s shopping habits reflect the popularity of guochao, a trend that translates as “China chic” and has been embraced by the nation’s millennials and Gen Z. The trend became even more popular after the Winter Olympics held in China earlier this year, reflecting a rise in nationalism in the country.

The younger generations’ love of Chinese culture and embrace of national identity can be seen in the popularity of the Winter Olympics mascots, as well as in the booming sales of cultural products related to the Forbidden City in Beijing.

The Winter Olympics mascot, a panda cub called Bing Dwen Dwen, has been so popular that Wang Junwen, a fan of guochao, was not able to buy one during a recent online presale.

Wang was surprised because the Games have been over for a while. “I had to queue for more than an hour and got one at a bricks-and-mortar shop,” he adds.