Exploring the New Chinese Aesthetic on Xiaohongshu
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- Source：The Silk Road Echo
If you’ve scrolled through Xiaohongshu (aka Little Red Book) lately, you’ve probably noticed a fresh wave of style sweeping the platform — it’s not just skincare routines and café check-ins anymore. There’s a bold new Chinese aesthetic emerging, blending tradition with hyper-modern flair, and it’s reshaping how young Chinese consumers express identity online.
As a cultural trend analyst who’s been deep in the Xiaohongshu ecosystem for over three years, I’ve seen this shift evolve from niche posts about Hanfu makeup to full-blown digital movements. Think porcelain skin meets ink-wash filters, or streetwear layered with Ming-era collar designs. This isn’t just fashion — it’s a reclamation of heritage through a Gen-Z lens.
So what’s driving this? Let’s break it down with some real data.
The Rise of Guochao Culture
‘Guochao’ (国潮), or ‘national trend,’ is the backbone of this aesthetic revolution. A 2023 report by iiMedia Research shows that 68% of Chinese consumers aged 18–35 now prefer domestic brands that incorporate traditional elements — up from just 42% in 2019.
| Year | Domestic Brand Preference (18–35yo) | Xiaohongshu Posts Tagged #国潮 |
|---|---|---|
| 2019 | 42% | 1.2M |
| 2021 | 56% | 3.8M |
| 2023 | 68% | 7.5M |
These numbers aren’t just impressive — they’re transformative. Brands like Li-Ning and Shanghai Tang have leveraged this shift by hiring young designers fluent in both digital culture and classical symbolism.
What Defines the New Chinese Aesthetic?
It’s more than red lanterns and calligraphy fonts. The modern Chinese aesthetic on Xiaohongshu thrives on contrast:
- Minimalist packaging with hidden dragon motifs
- TikTok-style vlogs shot in Suzhou gardens
- Ceramic textures in smartphone design (see: Meizu’s 2024 limited edition)
One standout example? The viral ‘ink-drip eyeliner’ trend, where makeup artists use fine brushes to mimic traditional shui-mo (ink wash) painting. Videos using the hashtag #水墨妆 have racked up over 410 million views.
Why Xiaohongshu Is the Perfect Incubator
Unlike Taobao (transaction-first) or WeChat (private communication), Xiaohongshu is built for discovery. Its algorithm rewards authenticity and visual storytelling — ideal for aesthetic experimentation.
A recent user survey revealed:
- 74% follow creators for ‘lifestyle inspiration,’ not just product reviews
- 61% say they’ve bought a product because it ‘felt culturally meaningful’
This emotional connection is key. It’s no longer enough for a brand to slap a panda on a T-shirt. Today’s users want narrative depth — and Xiaohongshu gives them space to build it.
How to Engage With This Trend
Whether you’re a marketer, designer, or just culturally curious, here’s how to dive in:
- Follow hashtags like #新中式 (New Chinese Style) and #东方美学 (Oriental Aesthetics)
- Study top-performing posts: note color palettes (think celadon green, cinnabar red), music choices (guqin mixed with lo-fi beats), and pacing
- Engage authentically — avoid superficial references. As one top creator put it: ‘Don’t wear a qipao just for the photo op. Know its history.’
The new Chinese aesthetic isn’t a passing fad. It’s a digital-native cultural renaissance, and Xiaohongshu is its gallery, stage, and studio all in one.