Why Has Guochao Taken Hold in China? 國潮：從何而起，何以為潮？

導(dǎo)讀：近年來，隨著中國經(jīng)濟(jì)社會(huì)發(fā)展，“國潮”悄然興起。什么是國潮？國潮熱由何而來，背后又有著怎樣的意義？

If you look around your city， you might spot girls wearing hanfu in subways or people wearing T-shirts with Chinese characters on the streets. A new trend has taken hold in China— guochao， or “China-chic”.

According to a report， searches related to guochao on Dianping， a lifestyle information platform， have risen by 170 percent from the same period in 2021， and reviews have risen by nearly 40 percent. China-chic has happened， but what is it？

The term characterizes the rise of China's native fashion trends. It has expanded the concept of “Made in China”， which has been recognized as the representation of Chinese culture and aesthetics offered by homegrown Chinese brands， according to CGTN.

如果你環(huán)顧所在的城市，可能會(huì)在地鐵里發(fā)現(xiàn)穿著漢服的女生，或者在街上看到身穿印有漢字的T恤的人。一種新的潮流已在中國流行起來——“國潮”。

據(jù)一份報(bào)告顯示，在生活資訊平臺大眾點(diǎn)評上，關(guān)于“國潮”的搜索量比2021年同期增長了170%，評論也增長了近40%。國潮已在興起，但什么是國潮？

“國潮”一詞代表著中國本土?xí)r尚潮流的崛起。據(jù)中國國際電視臺報(bào)道，人們一直認(rèn)為“中國制造”是指中國本土品牌呈現(xiàn)出的中華文化和美學(xué)，而國潮擴(kuò)大了這一概念。

China-chic came into the spotlight in 2018. Before that， big-name foreign companies dominated the world market. To win market share， many Chinese brands followed in the footsteps of these Western brands. But that year， Chinese sportswear brand Li-Ning changed things up. During the 2018 New York Fashion Week， Li-Ning introduced its Taoism-inspired Wu Dao collection. The collection not only had a trendy look， but also included elements of traditional Chinese culture. It immediately grabbed attention at home and abroad.

The trend to embrace domestic brands has since spread rapidly to various sectors and products， from food and drinks to clothing， mobile phones and electric vehicles. For example， White Rabbit， whose sweet candy brings back childhood memories for many， launched its perfume and lip balm. “We want White Rabbit to be a brand that young people want to share，” Shen Qinfeng， the company's marketing manager， told People's Daily.

國潮在2018年成為眾人關(guān)注的焦點(diǎn)。此前，世界市場一直由外國大品牌主導(dǎo)。為了贏得市場份額，許多中國品牌跟隨這些西方品牌的腳步。但那一年，中國運(yùn)動(dòng)服裝品牌李寧改變了這一局面。在 2018年紐約時(shí)裝周上，李寧推出了以道教為靈感的悟道系列服飾。悟道系列不僅外觀時(shí)尚，還包含中國傳統(tǒng)文化的元素，立即引起了國內(nèi)外的關(guān)注。

此后，從食品、飲料到服裝、手機(jī)和電動(dòng)汽車，國產(chǎn)品牌備受青睞的趨勢迅速蔓延到各種領(lǐng)域和產(chǎn)品。例如，以糖果喚醒很多人童年回憶的大白兔，推出了香水和唇膏?！拔覀兿Ｍ蟀淄贸蔀槟贻p人愿意分享的品牌?！贝蟀淄玫臓I銷經(jīng)理沈欽峰在接受《人民日報(bào)》采訪時(shí)說道。

Now， the guochao trend is “moving to the next stage， where its success will rely， first and foremost， on gaining cultural confidence rather than Western validation”， according to Kerra Zhou， founder of brand strategy consultancy Kerrisma.

No matter how the guochao trend evolves， there's one thing that won't change： Behind the craze is people's positive attitude toward the country's development and their recognition of and growing confidence in national culture， said Yao Linqing， a professor in the School of Economics and Management at Communication University of China.

據(jù)品牌戰(zhàn)略咨詢公司Kerrisma的創(chuàng)始人Kerra Zhou稱，如今國潮正“步入下一階段，在此階段，國潮的成功將首先依賴于獲得文化自信，而非西方認(rèn)可”。

無論國潮趨勢如何演變，可以確定的是：“'國潮'熱展現(xiàn)的是人們對國家現(xiàn)在和未來發(fā)展的積極心理狀態(tài)，是對民族文化的認(rèn)同，更是文化自信的提升?！敝袊鴤髅酱髮W(xué)經(jīng)濟(jì)與管理學(xué)院教授姚林青說道。

Word Study

aesthetic /i?s'θet?k/ n. 美感；審美觀

dominate /'d?m?ne?t/ v. 支配；控制

He tended to dominate the conversation.

domestic /d?'mest?k/ adj. 本國的；國內(nèi)的