From "Tang Palace Night Banquet" to "Only This Green", from the countdown to the twenty-four solar terms at the opening ceremony of the Beijing Winter Olympics to the "folding willow love" at the closing ceremony, the beautiful Chinese elements have amazed the world again and again. With the frequent departure of traditional Chinese culture, the national wind fever continues to heat up and is highly sought after among young people.
In the eyes of the new generation of young people, the national style is no longer a symbol of tradition, but also an international cultural wave and a fresh way of life. With the awakening of local consciousness, a new generation of young people is no longer satisfied with popular culture without national characteristics, but craves content with strong local cultural attributes. According to the data of station B, in the past few years, the number of people covered by the circle of national style interests, including folk music, dance, Chinese clothing and other content, has increased by 20 times in station B.
On the streets of Kunming, you can often see the same robes dressed in Hanfu, the new tea drinks with Chinese elements, the dazzling domestic cosmetics, the tide play hand... The rise of the national style culture is also like the wind, from the imperceptible place, blowing to all aspects related to the food, clothing, housing and entertainment of Kunming people.
Searching for the roots of culture
"Establish a heart for heaven and earth, establish a destiny for the people, continue to learn from the saints, and open up peace for all the worlds..." At the entrance of the Dacheng Hall of the Kunming Confucian Temple, a group of children dressed in Hanfu were following the enlightenment teacher and reciting the classics word by word, which was an opening ceremony. After a series of ceremonies such as dressing for the crown, worshiping the master, pointing cinnabar, writing human characters, reciting classics, and drumming Mingzhi, the host Zhao Lin felt that she had "sublimated" a lot.
"When we were young, we had so many sayings, and our understanding of traditional Chinese etiquette was in books, and we could only grope for it little by little." Zhao Lin is the director of a Chinese culture studio in Kunming, and after graduating in Chinese language and literature, she has an inexplicable admiration for traditional Chinese culture. "I like traditional culture and want more people to know about it." Zhao Lin said.
During her college years, Zhao Lin set up the school's Hanfu Club, and whenever there was a traditional festival, she would organize the members of the club to carry out activities: flower viewing in the Flower Dynasty Festival, Qingming Festival, Dumpling Dumplings in the Dragon Boat Festival, Moon Worship in the Qixi Festival... Every time a group of people dressed in Hanfu went out in a big way, they would always attract the eyes of passers-by. "Some people are envious, some people are disgusted." Zhao Lin said that the original intention of setting up her studio was to spread traditional culture and want more people to understand China's traditional etiquette and culture.
Zhao Lin said that for example, this opening ceremony is one of the four major gifts of ancient readers' lives, commonly known as breaking the meng. On the first day of school, the school children will get up early and come to the school, and the enlightenment teacher will teach the most basic and simplest principles of life, and teach reading, writing, and then visit the statue of Confucius before they can enter the school. "Before planning every national style event, I will check a lot of materials and classics, and strive to make every event perfectly presented." Zhao Lin said.
From the "Hundred Tribunes" in the early years, which aroused the public's interest in the study of traditional Chinese classics, to the ratings of the "Chinese Poetry Conference" and the "Chinese Character Dictation Conference" in recent years, the public's enthusiasm for excellent traditional culture has continued to heat up. Universities have added courses on Sinology, primary and secondary schools have read Classics of Sinology, celebrities have written books and speeches, and young people have worn Hanfu and chanted poems to make pairs... "Guoxue fever" can be seen everywhere, and it shows the phenomenon that the higher the level of economic and social development, the deeper the degree of love.
Behind this is the enduring vitality of China's excellent traditional culture and the continuous improvement of the public's demand for spiritual culture. In essence, it is also a kind of cultural self-confidence of the Chinese people, and it is a reflection of the phenomenon of cultural roots.
Cultural and creative tides are hot
Holding a mini Luoyang shovel in one hand and a soft brush in the other, Zhang Xuan, who is only 10 years old, looks like a small archaeologist. I saw him skillfully pouring water on the dirt block while carefully prying the soil block with a mini Luoyang shovel, and in a short while, a corner of the jade pendant was exposed.
This is the "archaeological blind box" that has been very popular on the market in the past two years. Around 2020, the Henan Museum took the lead in launching the cultural innovation "Archaeological Blind Box", combining the concept of "blind box" with cultural relics, and hiding "miniature cultural relics" such as bronze, yuanbao, bronze Buddha, bronze jian, and silver medals in the soil, as long as you can withstand the temperament, you can experience the fun of immersive archaeology at such a miniature archaeological site.
Zhang Xuan's mother said that every time she dug something out of the blind box, Zhang Xuan used an acrylic box like a baby to pack it, and now there is a cabinet of "cultural relics" in the home.
"Opening an archaeological blind box is a very interesting thing, lucky people can dig up 'treasures' such as the 'Zodiac Beast Head Seal', 'Great General Tiger Rune', 'Wu Zetian Jinjian', 'Duling Fangding' and other 'treasures', and those with poor luck can also dig up a piece of soil from Luoyang Mountain." Zhang Xuan said that every time he digs out the "treasure", he will look up its story in books and on the Internet, and unconsciously, he has mastered a lot of historical knowledge. This year's Spring Festival, Zhang Xuan also sent several "archaeological blind boxes" to his cousin abroad, as long as he has time, his cousin will open a video for Zhang Xuan to discuss the story of the "treasure" and "treasure" he drove to.
Speaking of tide objects, the cultural and creative products of the Forbidden City are also a typical representative that must be mentioned. In recent years, the Forbidden City has launched many cultural and creative products, including bookmarks, postcards, calendars, notebooks, etc. with Chinese style ornaments, as well as the "divine beasts" active in the Forbidden City are also reflected in cultural and creative products, vivid and interesting cute images have suddenly captured the hearts of young people, coupled with the continuous attempt at fancy marketing, the 600-year-old Forbidden City has become a "net red".
According to the data released by JD.com, the limited number of couplets of the Forbidden City cultural creation during the Spring Festival this year is characterized by its unique Forbidden City story, which is loved by consumers, and the turnover increased by 315% compared with the previous month. As early as 2017, the sales volume of cultural and creative products in the Forbidden City has reached 1.5 billion yuan, and it is the recognition and dissemination of national style culture by young people that has enabled the successful transformation of this traditional museum.
The national style is just in time
The "wind" of the national style can be understood to some extent as a unique Chinese style. Hanfu travel, Hanfu wedding, folk music new music, non-genetic inheritance... The national style is integrated into life with a silent posture of moisturizing things, and has become a new trend of contemporary humanities and life values.
In 2018, at that time, various brands competed to integrate Chinese cultural elements into product design, thus attracting a large number of young people to carry out cultural consumption. Guofeng products have narrowed the distance between many consumers and traditional culture, beauty brands have oriental aesthetics, clothing decorations have oriental fashion, many brands through the original National Style design to target the target audience in Chinese youth, and harvested a large number of enthusiastic fans.
Only by bearing on history can we rush to the future. The reason why the national style is "out of the circle" is because it is not a simple accumulation of traditional and classical cultural elements, but an innovative expression of the oriental aesthetic artistic conception, the righteousness of the philosophy of life, and the sentiment of exaltation and reverence. The long expression of meaning allows people to get abundant spiritual nourishment from it, and learn to think in the hustle and bustle of life.
According to the "Baidu 2021 National Tide Pride Search Big Data" report, the attention of the national tide has risen by 528% in the past 10 years, and now the national tide has entered the 3.0 era, which is the rise of China's power behind the new domestic goods, culture, science and technology and other fields.
The reason is that, on the one hand, traditional culture is loved and concerned by young people; on the other hand, these young people are both recipients and creators, who give traditional culture more new connotations of the times while promoting the revival of traditional culture.
Young people in the city are chasing and embracing this traditional culture that is popular in the form of fashion and cultural creation, and they also show their own style and attitude towards life, and obtain an identity and cultural identity. This fashion has been integrated into the social hotspots and the spirit of the values of the times, and finally they have found a spiritual fit. Behind the prevalence of national style, what stimulates is deep cultural self-confidence, and what is engraved is the unique spiritual temperament and spiritual character of the Chinese nation.
Why is the national tide "tide"?
"It's very filmed, and with the surrounding decorations, there is a feeling of time travel, which is worth the trip." In front of the Juehai Building in Kunming's Sunac Dianchi Houhai, Yang Yue, a post-90s girl dressed in Hanfu, is taking pictures. Dressed in a Hanfu and combing her hair into a bun, she attracted the attention of the crowd.
As a representative of the national tide, the Hanfu tide is gradually heating up, and with it comes a variety of novel national tide culture. Taking this opportunity, many domestic brands have also deeply combined the national tide culture with products, and the products full of national tide culture have entered the people's food, clothing, housing and transportation, which has added a beautiful color to the daily life of the citizens.
Niche circles are moving towards popularization
"I now buy a set of Hanfu every quarter, and I used to buy one set every month more often." Yang Yue has been in love with Hanfu since college and likes to wear Hanfu on any occasion, including classes or work. Not only her own hobbies, yang yue also has many people around her who like Hanfu, so she often communicates with friends about the production and wearing of Hanfu.
In Yang Yue's view, Hanfu not only represents a piece of clothing, but also carries traditional culture, but also involves intangible cultural heritage skills, winding flowers, velvet flowers, filigree inlay and other processes, and even closely related to the traditional tea ceremony, flower road, incense road, etc. "In the boom of Hanfu, there is a lot of traditional Chinese culture, and I hope that these things can be slowly accumulated and passed on." Yang Yue said.
Hanfu is recognized and loved, which is a microcosm of the rise of Chinese culture, in fact, there are many products with national tide cultural elements from "niche" to "out of the circle".
"Li Ning? China Li Ning? I bought this brand on Taobao. Zhang Yi, a citizen, said that he is very familiar with the clothing brand "China Li Ning", "I and my friends have bought Chinese Li Ning, the style is very fashionable, there are many national tide elements of the design." She said she once spent 3,000 yuan on a Chinese Li Ning shoe.
On the second floor of Tongde Kunming Plaza, there are a number of sports brand stores, and the China Li Ning store is impressively listed, compared with other sports brands on the same floor, the popularity of China's Li Ning is indeed more prosperous. Shopping guide introduction: "Our clothing design is fashionable and atmospheric, but also full of Chinese style, national tide culture, and the customer group that buys our brand clothes is very large. ”
People-friendly products turn into trendsetters
"A small bite of coffee mochi, accompanied by the aroma of coffee mixed with black sesame QQ bombs, is simply a combination of gods and immortals!" A while ago, Ms. Zhou bought a new Chinese dim sum recommended by a friend at the Jiahua Yuncake Cuihu store on Cuihu North Road, and has been "deeply trapped" ever since.
According to the clerk of the store, the Chinese dim sum coffee mochi and chocolate flow mochi sold in the store are the main signature explosive dim sum, which are deeply loved by consumers of different ages, and can sell 300 or 400 copies a day.
"For a long time in the past, Chinese pastries and Western baking have been in opposing positions, and the stereotypical and slightly earthy category impression of traditional Chinese pastries has obviously fallen behind in the face of the impact of Western baking on the young, fashionable and exquisite consumption of the Chinese people." Tian Tian, a practitioner in the pastry industry, introduced that with the improvement of national self-confidence, the attitude of the younger generation of consumers to local brands has been completely different from before.
The national tide has blown from the fashion circle to various fields, and Chinese baking, which was once loved by young consumers, is ushering in new opportunities for development. "This year, many domestic pastry companies have locked their eyes on the dim sum bureau, and it is not difficult to find that everyone is full of confidence in Chinese baking and national tide dim sum." Tian Tian said.
Walking into the Jiahua Dim Sum Line of Justice Square, whether it is the retro Kunming special packaging bag or the golden slogan of "choose with your eyes closed" and "everything is delicious", you can feel the strong national tide style. "Sometimes some old-fashioned puff pastry is easy to slag off, big, often full of mouth, neither beautiful nor easy to clean." Citizen Bai Zihan introduced that the current Chinese pastries will use exquisite small packaging or improvement in design, and the form is as convenient as possible to bite one by one.
"The hard power of domestic brands and the soft value of national tide culture are the internal and external logic of the rise of domestic products." Liang Tian, an expert in folk culture research, believes that many national tide brands have entered the fast lane, and behind it is the acceleration of the transformation from "Made in China" to "Created in China" and the improvement of the self-confidence of the masses in national culture.
Wearing domestic goods, eating domestic goods, and using domestic goods not only reflect the upgrading wave of cultural consumption of a new generation of young people in Kunming, but also rise from the material level to the spiritual level, reflecting the increasing self-confidence of Chinese culture.
"The reason why 'National Tide' is becoming more and more trendy is that the core of the National Tide brand represents a country's cultural self-confidence and cultural consciousness. Ordinary people in Kunming recognize and have this cultural self-confidence, which will enhance their awareness and wisdom of history and culture, and strengthen the cultural values of the nation. Liang Tian added.
Recommended reading in previous periods
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Reporters: Li Mengyao and He Wenjing
Editor-in-charge: Liu Tingting
First Instance: Wu Jinsong
Final Judge: Peng Shiqi