Hanfu's popular market "takes up"

　　China Economic Net reporter Wei Jinjin

　　At 3 pm on June 12, the Kunqu Opera "Peony Pavilion·Amusement Park·Bu Bu Jiao" was officially sung in Beijing 751 Power Plaza.

At the end of the song, 48 Hanfu masters stepped down the steps and started walking in the garden. Classical dances, calligraphy performances, poems, singing and singing were staged one by one.

　　"This is the first time that our park has hosted a festival with the theme of'Han Culture'. We hope to empower the public experience and park activities through traditional culture, enhance the creative atmosphere and cultural vitality of the park, and promote the upgrading of industry and consumption." 751 Park related The person in charge said.

　　Maybe you haven't worn Hanfu, but you have met "little brothers" and "young ladies" dressed in Hanfu and fluttering skirts at the scenic spots.

Nowadays, Hanfu not only has many fans, but also provides new ideas for cultural tourism marketing through cross-border cooperation with scenic spots, games, animation, and film and television variety shows. Hanfu script kills, ancient style banquets, national style catwalks and other immersive styles with Hanfu as the core element The experience is in the ascendant.

　　Into life

　　From the "Tang Palace Night Banquet" at the beginning of the year to the "Luo Shenshui Fu" launched on the Dragon Boat Festival, Henan TV Station's frequent "out of the circle" series uses a large number of Hanfu elements to create a magnificent scene, allowing Chinese people to appreciate traditional China. The beauty of clothing also provides a good paradigm for "lively" using traditional elements.

　　The visual cultural feast led by Hanfu has run through online and offline. Platforms such as Douyin, Kuaishou, Station B have gathered a large number of Hanfu fans, and the public can more intuitively feel the charm of traditional culture through short videos.

　　Hanfu fans like to call each other "comrades". Among them are Wu Chen, a "post-00" girl who has become popular online for her stunning Chinese clothing, and Liu Weixiu, who is nearly 80 years old.

The former is the seventh-generation inheritor of Xiju Opera, and the latter is a retired Peking Opera actor. Their love for traditional culture has made them have a deep bond with Hanfu.

For Hanfu grandmother Liu Weixiu, following the young people back to the stage, her life is fulfilling and happy. “When more and more young people like and participate in the spread of Hanfu culture, I am touched and gratified.”

　　Nowadays, more and more people choose to travel in Hanfu on weekdays.

"Post-90s" Hanfu fan and chairman of Wenzhou Hanfu Association, Jiu Yu said that in addition to wearing traditional Hanfu on important occasions and traditional holidays, she usually wears some simple and casual modern Hanfu, or white shirts and horses. Hanfu such as face skirts and modern clothing are mixed and matched to travel.

　　"In the process of experiential cultural consumption, the rich cultural connotation of Hanfu fits with the cultural demands of the younger generation. This has given birth to ancient cultural tourism activities from the manufacture of Hanfu to the center of Hanfu. All these make Hanfu no longer dry. The historical data of the company is no longer the ancient traditional clothing that is out of touch with modern life, but the popular fashion that is vividly displayed in our lives and is endowed with modern life concepts. It is an innovative reconstruction on the basis of inheritance."Shandong University Said Tang Jianjun, an associate professor at the School of History and Culture.

　　During the Dragon Boat Festival, Hanfu adds a lot of bright colors to the Dragon Boat Festival in Quziyuan on the banks of the Miluo River in Hunan.

Many scenic spots have launched a variety of cultural activities in Hanfu, creating a festive atmosphere and bringing visitors a unique cultural and travel consumption experience.

At the beginning of this year, Xitang Hanfu Culture Week and Wuzhen Theater Festival were selected as the first batch of Zhejiang Province's cultural and tourism IP libraries as demonstration models for promoting the integrated development of cultural and tourism.

As a successful case of developing cultural tourism with the help of Hanfu, the Xitang Hanfu Culture Week, which has been successfully held for 8 times, attracts tens of thousands of tourists and Hanfu fans to participate in it every year.

　　Baidu search big data shows that the 5 cities that pay the most attention to Hanfu are Beijing, Shanghai, Chengdu, Hangzhou, and Guangzhou; the gender ratios that pay attention to Hanfu are 59% of women and 41% of men.

In order to further promote the "new business card of the city" of Hanfu, Chengdu also specifically proposed to actively deploy Hanfu functional areas.

"The influence of Hanfu culture is growing, and this also reflects the trend that Hanfu is gradually moving towards life. As society enters a new stage of development, people begin to pay more and more attention to the pursuit of high-quality life." Creative Management Research, Sichuan University Said Yang Yongzhong, director of the institute and doctoral supervisor.

　　He analyzed that the reason why the Hanfu industry in Chengdu has developed so well is inseparable from the local creative atmosphere and the rich and diverse cultural and artistic spaces of Chengdu, such as Du Fu Thatched Cottage, Wuhou Temple, Chengdu Covered Bridge, and museums are easy to return to. In the historical context, "Standing on the real historical soil, looking back at the past and looking forward to the future, Chengdu has this soil."

Forming an industry

　　According to the data from Tianyan Check, as of the end of May this year, there were over 3,000 Hanfu-related companies in my country: Guangdong had the most, over 300; Anhui had nearly 280; Zhejiang, Hubei, Henan and Jiangsu each had over 200.

At present, there are four major Hanfu production bases in Hangzhou, Chengdu, Guangzhou, and Caoxian, Shandong.

　　In May of this year, the first Hanfu Fair was held in Xiuwu County, Henan Province, attracting more than 300 exhibitors and tens of thousands of visitors.

The economic and social effects brought about by Hanfu have become a new driving force for the development of the local cultural and tourism industry.

Wei Song, the county magistrate of Xiuwu County, said that building the capital of Hanfu in China will be the focus of the development of cultural tourism in Xiuwu County during the 14th Five-Year Plan.

　　The "Fourteenth Five-Year Plan for Cultural Industry Development" announced by the Ministry of Culture and Tourism in June clearly stated that "persist in creative transformation and innovative development, and promote the creation and production of more cultural and creative products that inherit excellent traditional culture and meet modern consumer needs. Integrate traditional culture with fashion elements, Chinese characteristics and world trends, and strive to provide more cultural products that meet the needs of young people's cultural consumption, convey the value of good and upward, and embody the spirit of Chinese culture."

　　Not long ago, Caoxian County, Heze, Shandong Province was screened for Hanfu.

While Cao County is gaining popularity, it also needs to face people's doubts about the poor quality of the local Hanfu copycats.

Hu Chunqing, who returned to his hometown of Cao County and founded the Hanfu Company, said that the introduction of creative talents and the realization of industrial transformation and upgrading should be the next development focus of Cao County's Hanfu.

　　As the needs of consumers have become more individualized and diversified, some Hanfu brands have begun to seek new growth space by integrating with technology, art, film and television and other fields.

As one of the earliest explorers in the field of Hanfu production, more than 13 Hanfu brand began to experiment with joint models since 2018, and successively cooperated with well-known mobile games, film and television drama "Qingpingle", dance "Tang Palace Night Banquet" and so on.

"We are constantly trying to break the circle and cross boundaries in the content of our works. On the basis of not changing the traditional form of Hanfu, we keep pace with the times. By incorporating modern design elements and ideas, we continue to seek more diverse aspects of Hanfu in contemporary social scenes. Express." said the person in charge of more than thirteen brands.

　　Yu Mengting, general manager of Mowu Tianxia Han Culture Communication Co., Ltd. believes that the prerequisite for the high-quality development of the Hanfu industry is to ensure the correct form, respect for originality, and protect copyright; otherwise, copying inferior Hanfu will affect the healthy development of the entire industrial ecology.

　　Back to the roots

　　"Inheritance is not in the past, innovation does not leave the ancestry. The industry's exploration of Hanfu culture has always been on the road." Tang Jianjun said, returning to the Hanfu itself, Hanfu, from form, color and pattern, contains a wealth of national cultural symbols, reflecting the ancients. His philosophical thinking, the way of life and the yearning for a better life.

　　Associate Professor Jiang Yuqiu of Beijing Institute of Fashion Technology and her students have been dedicated to restoring ancient costumes for many years... Su embroidery, Hunan embroidery, velvet flower, filigree inlaid and other intangible heritage crafts have also added a lot to Hanfu culture.

　　In Yu Mengting’s view, the rise of Hanfu has driven young people’s love for traditional culture and inspired everyone’s spirit of “serving the past for the present”. Hanfu fans promote the new development of Hanfu culture through activities such as gatherings, intangible cultural heritage experiences, and national style exhibitions. Let Chinese excellent traditional culture become more vivid.

　　"In the West, wearing Han clothes makes people have a strong sense of cultural belonging and pride, and cultural identity and cultural awareness are clearer and stronger." said Shao Xiaoming, head of the German Chinese Culture Research and Exchange Association. According to incomplete statistics, currently overseas There are more than 40 associations and organizations related to Hanfu, and activities are generally organized during traditional Chinese festivals.

　　When street photos in Hanfu received waves of praise overseas, more and more foreigners began to pay attention to and appreciate Hanfu.

"German people are still relatively new to Hanfu. They are curious about the origin and provenance of the clothes. They will also be attracted by the oriental beauty of the clothes themselves. Many young people will experience the most intuitive Chinese culture by trying on them, and we will encourage them to take photos. Tell them that Hanfu not only contains Chinese tradition, but is also a popular fashion in contemporary China.” Shao Xiaoming said that Hanfu is going out of the country with more and more Chinese people, and is going to a broader world.