Chinese traditional culture, aesthetics and homegrown brands are gaining growing popularity among international visitors and consumers, with the trend known as “China-chic” increasingly making its way into overseas markets.

The trend combines traditional Chinese cultural elements with modern design and creativity, ranging from Hanfu clothing and traditional handicrafts to cultural souvenirs, food and contemporary Chinese brands.

Traditional-style Chinese clothing has emerged as one of the most visible expressions of China-chic. Many foreign visitors now try on Hanfu and take part in traditional-style photo sessions during trips to China, with some buying the outfits and other cultural products to take home.

The popularity of Hanfu is also evident on social media. The hashtag #Hanfu has appeared in more than 350,000 posts on TikTok.

China’s expanding exports are also helping homegrown products reach international consumers. Data from the General Administration of Customs showed that China’s goods trade rose 16.9% year on year to 25.47 trillion yuan (about $3.75 trillion) in the first half of 2026, with culturally themed, technology-based and branded consumer goods accounting for an increasing share of overseas sales.

Meanwhile, international tourists are increasingly seeking experiences beyond conventional sightseeing. Activities such as wearing Hanfu, participating in tea ceremonies, learning calligraphy and painting, and trying traditional crafts are becoming popular ways for visitors to experience Chinese culture.

A report by a Xinhua think tank said foreign tourists were increasingly engaging in immersive cultural activities, allowing them to learn about traditional skills, customs and stories while traveling in China.

Digital cultural tourism is also creating new opportunities for visitors to explore local traditions and cultural heritage.

The China-chic trend extends beyond traditional products to modern Chinese brands that combine cultural references with contemporary design and marketing.

Social media has helped give traditional Chinese symbols a new international audience. The classic White Rabbit candy packaging, for instance, has gained attention overseas, with its distinctive rabbit design being adapted for clothing and accessories.

Products from Chinese brands such as Pop Mart’s collectible blind boxes and beverages from Chagee and Mixue Ice Cream & Tea have also become popular choices among foreign visitors.

According to iiMedia Research, China’s China-chic market is expected to exceed 3 trillion yuan (around $445 billion) by 2028.

For international visitors, the trend may begin with a simple souvenir but can develop into a broader cultural experience through the clothes they wear, crafts they learn, products they buy and traditions they encounter.

As Chinese aesthetics, traditional crafts and contemporary brands continue expanding overseas, China-chic is increasingly becoming a way for people around the world to discover and experience Chinese culture.