China News Service, Beijing, October 6th,

title : [Ten Years of Chinese Wind] The national tide is blowing, blowing to the world

  Reporter Yuan Xiuyue

  On February 7, 2022, the helmet of French athlete Mathieu Bellet attracted the attention of many spectators during the men's downhill event in alpine skiing at the Beijing Winter Olympics.

  This is a very Chinese-style ski helmet with Chinese elements such as pandas, koi carps, dragons, and the Great Wall.

Data map: French player Mathieu Bellet's Chinese style helmet

  Mathieu Bellet said it was a helmet he specially designed for the Beijing Winter Olympics.

He specifically explained that although this year is the Year of the Tiger, the dragon is the symbol of China, so the design of the dragon is placed.

This led to the evaluation of Chinese netizens - "too understand".

  From the Beijing Winter Olympics to the International Fashion Week, from daily consumption to cultural entertainment, in the past ten years, with the rise of the national tide and the flow of China, more and more people know how to taste Chinese culture.

  In the past ten years, the Chinese have also used the national tide to change the perspective of dialogue with themselves.

From "Made in China" to "Made in China"

  There is such a bridge in the Hollywood blockbuster "2012". The end of the world is coming, and Noah's Ark made in China has become the last hope to save mankind.

When the film was released, this Chinese element sparked heated discussions.

  For a long time, "Made in China" has been one of the most recognized labels for China in the world.

But when it comes to Chinese brands, there are not many people who admire them.

Even in China, many people acquiesce that "imported" are the big brands, and "foreign brands" are trustworthy.

  This situation has changed in recent years.

The national tide rose quietly and quickly became a fashion, winning the favor of the post-90s and post-00s.

In 2018, Chinese sports brand Li Ning brought Chinese elements shoes and clothing to New York Fashion Week, the Forbidden City launched cultural and creative lipstick, Laoganma, Dabaitu and other time-honored brands collectively innovated, and Chinese trends went overseas.

Screenshot of the WeChat official account certified by the Palace Museum Cultural and Creative Museum.

  According to data, from 2011 to 2021, the popularity of national tide-related searches has increased by 528%.

From 2016 to 2021, the proportion of Chinese brand search popularity in the total brand popularity will increase from 45% to 75%, three times that of overseas brands.

  Today, Guochao is entering the "3.0 era", which is no longer limited to specific brands, but has become a consumption and cultural concept.

In addition to the rise of domestic products, it also means a comprehensive revival of culture and technology.

  From the "hard to find a pier" to the popularity of Chinese fashion games, to the recognition of innovative products such as mobile phones, automobiles, and home appliances by the international market, some comments pointed out that this is an upgrade from "Made in China" to "Made in China".

Data map: On June 25, a national tide Hanfu parade was staged on Yulin East Road, Chengdu City, Sichuan Province.

Photo by China News Agency Yu Xuan

From "Chinese Elements" to "Chinese Culture"

  "Why do clothes with big logos do not sell well in Zhejiang, and they are not as good as in Europe. I heard that Chinese people love logos very much." Many years ago, a senior executive of a foreign clothing brand asked this question.

  In the past ten years, China's consumer market has developed rapidly, and the "world's factory" has become a "global market".

Luxury brands flock to China to incorporate Chinese elements into their product designs, but they are often criticized by Chinese consumers for improper use.

  Can adding Chinese elements reflect Chinese culture?

What can represent Chinese culture?

These questions are also haunting the minds of practitioners in the Chinese cultural industry.

  In the past ten years, the exploration of Guochao culture has been carried out step by step - "Journey to the West: The Return of the Great Sage", "Nezha's Devil Child Comes into the World", "White Snake: The Origin" and other domestic animations use "national style" to dig Chinese stories; "Treasure", "Tang Palace Night Banquet" and "Only Green" use new means to activate the charm of traditional culture; "The World", "The Legend of Zhen Huan", "Langya Bang" and other domestic film and television have attracted countless fans with "Hua Liu"; "This!

It's Street Dance", "Our Song", "Sound into the Heart" and other domestic variety shows lead the trend with originality...

Screenshot of "Tang Palace Night Banquet"

  Wearing Hanfu for the Dragon Boat Festival and Mid-Autumn Festival, watching national trendy literary and artistic works, traditional culture is becoming a part of the life of Chinese young people.

While promoting the revival of traditional culture, they also endow it with more new era connotations.

In addition to trends, young people are more looking forward to seeing the unique aesthetic taste and spiritual connotation of Chinese culture, rather than the simple stacking of Chinese elements.

  Some observers pointed out that Guochao is a "rediscovery" and "repopulation" of traditional culture.

Data map: On the evening of February 4, the opening ceremony of the 24th Winter Olympic Games was held at the Beijing National Stadium.

Photo by China News Agency reporter Cui Nan

From "chasing trends" to "creating trends"

  Every time after the opening ceremony of the Olympic Games, there will be comments from audiences all over the world, and the Beijing Winter Olympics is no exception.

Among the many voices, one view is that without kung fu and acrobatics, the opening ceremony of the Beijing Winter Olympics is "too un-Chinese".

  However, it was such a seemingly "not enough China" opening ceremony to show the beauty of traditional Chinese culture and digital technology in a more confident way, and to be closer to the pulse of the times in addition to historical precipitation, winning praise from the international community.

  In fact, not only the Beijing Winter Olympics, but the rise of the national tide is gradually breaking all kinds of stereotypes about China.

Kung fu, cheongsam, jasmine... are gradually replaced by new cultural elements such as Chinese web articles, Chinese games and music, and Chinese beauty and clothing.

Data map: Tourists take pictures at "punch cards".

Photo by Zhou Sunyu

  In the same way, there is the telling of Chinese stories.

In recent years, Hollywood-style Chinese stories have often struggled to gain recognition from Chinese audiences.

Outside of values, clichéd "routines" are making it unappealing.

  Who will define the national tide?

The new generation of Chinese young people is eager to use their own perspective to tell the stories of Chinese people and redefine Chinese aesthetics.

  From looking up at the world to looking at the world more confidently, from chasing the trend to being the pioneer of the trend.

The national tide goes to sea, behind the changes in the mentality of the Chinese people, but also the improvement of cultural self-confidence.

  Why China?

How should we interpret China?

A new generation of young people has now taken over this proposition.

From this perspective, the national tide going to sea may only be the beginning.