Why is the popularity of traditional culture rising now?

The social popularity of traditional culture is rising, and the young audience is increasing. The traditional cultural craze itself has a long history of national identity. China has a vast territory and a long history. It has created a splendid ancient civilization, and it is also a rare country with uninterrupted history and culture in the world.

Although it has experienced vicissitudes, it has always developed and passed down, leaving behind cultural treasures such as Peking Opera, which has withstood the erosion of history and demonstrated the national spirit of self-improvement and is timeless.

At present, with the rise of China's national strength and international status, people begin to re-examine their traditional culture, resulting in a wider sense of identity and pride, and gradually break away from "worshipping foreign things and obsessing foreign things" and turn to "cultural self-confidence". The sense of urgency has also condensed the consciousness of Chinese people and strengthened the protection and inheritance of intangible cultural heritage. Behind the upsurge of traditional culture is the value recognition in the era of consumption upgrading.

The essence of the continuation of traditional culture is market economy, and the quality of goods or services is ultimately judged by consumers. With the rise of new media and the arrival of consumption upgrading, the spread of traditional culture has gradually merged into various fields such as clothing, cosmetics and food, and gradually set off a "national tide".

Traditional cultural IP has also injected cultural connotation into the brand and design concept. At the 15 China Time-honored Brand Expo, products such as Shanghai Beach brand watches, Chinese pencils, white rabbit lip balm and hero brand ink re-entered people's field of vision, and Li Jiaqi created huge sales for the endorsement of "National Tide". Behind the upsurge of "national tide" is the promotion of the strength of domestic products and the recognition of domestic brands, as well as the improvement of consumption level and the embodiment of China's cultural self-confidence.