A recent Hub of China survey has revealed a striking shift among young Chinese consumers: a growing fascination with traditional culture, heritage tourism, and artisanal craftsmanship. While much of Gen Z is known for being deeply engaged in digital culture, our research shows that many are seeking a more meaningful connection with the past—blending ancient traditions with modern lifestyles.
This trend was particularly visible during the 2025 Spring Festival, where heritage tourism saw an unprecedented rise, and young travelers actively participated in cultural activities rather than just observing them. But what is driving this movement?And how are brands responding to Gen Z’s newfound appreciation for the past?
Insights From Our Survey: Why Gen Z is Embracing Tradition
Our Hub of China research team surveyed over 1,500 Gen Z consumers across major cities and smaller towns in China to understand their changing attitudes towards tradition. The findings were clear:
- 67% said they actively seek out experiences connected to China’s cultural heritage.
- 72% expressed a preference for travel that includes traditional arts, food, or festivals.
- 61% stated they had purchased or were interested in owning traditional clothing such as Hanfu.
- Over half (54%) felt that reconnecting with tradition made them feel more grounded in an increasingly digital world.
This aligns with a broader trend we observed during Chinese New Year 2025, when intangible cultural heritage tourism surged by 40% YoY, and destinations associated with folk arts, historical crafts, and classical performances became top choices for young travelers.
The Appeal of “Living” Traditions Over Passive Consumption
One of the most fascinating insights from our survey was that Gen Z isn’t content with just observing history—they want to actively participate in it. This explains why cultural workshops, hands-on experiences, and immersive travel are booming.
For instance, young travelers during the Spring Festival didn’t just visit historical towns—they joined shadow puppetry performances, practiced ancient calligraphy techniques, and learned tea-making from masters. As one respondent from our survey put it:
“Scrolling through history on a screen is one thing, but when I actually carved a seal by hand, I felt like I was touching the past in a way that no app can recreate.”
This sentiment is reshaping China’s travel and retail industries. According to Fliggy’s latest data, searches for “intangible cultural heritage experiences” increased dramatically, and locations with deep historical and artistic roots saw an unexpected boom. Even lesser-known destinations like Xinzhou, a small city in Shanxi province, saw an 82% increase in hotel bookings—largely driven by young travelers curious about traditional arts.
The Hanfu Boom: More Than Just Fashion
Perhaps one of the most visible signs of this shift is the explosive growth of Hanfu culture. Once a niche interest, it has now entered the mainstream, with young consumers wearing traditional clothing in everyday life, on social media, and even at corporate events.
Our survey found that:
- Over 60% of Gen Z respondents had either worn or planned to wear Hanfu for a special occasion.
- The most popular reasons for embracing Hanfu included feeling connected to Chinese history (73%), appreciating the beauty of traditional craftsmanship (59%), and standing out from mass-produced fast fashion (41%).
Luxury and fashion brands have taken notice. Modern designers are incorporating classical Chinese patterns, jade accessories, and silk embroidery techniques into contemporary styles. This fusion of old and new makes traditional culture feel fresh and relevant rather than outdated or rigid.
What This Means for Brands and Businesses
The resurgence of cultural appreciation among young Chinese consumers presents major opportunities for brands—but only if they understand how to engage authentically. Here’s what our research suggests:
1. Experiential marketing is key: Brands offering interactive elements— in-person workshops, pop-up heritage experiences, or gamified online storytelling—will stand out.
2. Authenticity matters: Simply putting a traditional motif on packaging won’t be enough. Consumers want to see brands collaborating with real artisans, incorporating time-honored techniques, and giving back to cultural preservation efforts.
3. Digital amplification fuels offline engagement: Many of these traditions are going viral on Douyin (TikTok), Xiaohongshu (RedNote), and Bilibili, where influencers are educating their followers about history in a fresh, engaging way. Brands that understand how to integrate into these conversations will resonate more deeply with their audience.
A New Era for Tradition in China
The return to tradition is not about rejecting modernity—it’s about integrating the past into the present. Today’s young Chinese consumers are redefining what cultural pride looks like: not just celebrating their heritage but actively incorporating it into their fashion, travel, and lifestyle choices.
For businesses, this shift presents an opportunity to connect with one of the most influential consumer groups in the world. By bridging the old and the new in an authentic way, brands can tap into the emotional and cultural depth that Gen Z is now actively seeking.
As our research at Hub of China shows, this movement isn’t just a trend—it’s a fundamental shift in consumer values. And those who recognize it early will be best positioned to thrive in China’s evolving market.