Traveling through time in Hanfu

March is full of spring flowers.

In parks and scenic spots, you can often see young men and women wearing Hanfu, walking on the bank of willows and watching their skirts fluttering in the wind, or standing under trees and in front of flowers, listening to the singing of birds and the fragrance of flowers. Their hair is tied up in buns and their clothes are fluttering, which is very suitable for spring. They are so beautiful that people can't take their eyes away.

Hanfu, the currently widely recognized full name is "Han traditional costumes", which refers to all the traditional costumes of the Han nationality throughout history. Fans of Hanfu call themselves "Tongpao", which means "Tongpao", which means "I don't have clothes, I am in the same robe" in the Book of Songs. In daily life, the most popular and common Hanfu can be divided into Han, Tang and Ming styles, with styles such as underskirts, straight skirts, coat skirts, and "deep clothes" that are one-piece top and bottom.

In recent years, young people’s love for traditional Chinese costumes has been growing day by day. Wearing Hanfu to travel and attend events has become a trend. This not only contains traditional Chinese culture, but also contains unlimited business opportunities.

In this spring season, let’s get closer to Hanfu and have a “time travel” appointment to find out.

The beauty of Hanfu

In the warm spring light, the Chinese clothes are blooming and the Han style is flying.

March 20 was a weekend, and the weather was fine. The tourist service center of Yuntai Mountain Scenic Area was bustling with people. Tourists coming from all over were queuing up in an orderly manner to enter the scenic area. Young people wearing Hanfu are often seen in scenic spots such as Xiaozhaigou, Hongshi Gorge, and Zhuyu Peak. Some of them hold round fans in their hands, some have recorders on their waists, some walk gracefully, and some turn into elegant gentlemen, chatting and laughing among the mountains and rivers.

At this time, it is during the Yuntai Mountain Hanfu Flower Festival. Many tourists who love traditional culture come from all over to join this grand event, dressed in Hanfu. It becomes a beautiful scenery and forms a wonderful landscape painting with the Yuntai landscape of blooming flowers, springs, waterfalls and streams.

"Flower Festival" is also known as "Flower Festival", which means the birthday of flowers and has existed since ancient times. Some records indicate it was the 12th day of the second lunar month, while others recorded it as the 15th day of the second lunar month. At this time, both the palace and the people would offer sacrifices to the flower gods. People dressed in colorful clothes go out to enjoy flowers, go out and decorate flowers and have fun, while children fly kites and play in the spring, which is one of the traditional spring activities in my country.

Of course, in addition to ancient records and the clothing of characters in ancient paintings, the most intuitive thing in modern times is the costumes and props in movies and TV series. For example, the Song-style costumes in "Qing Ping Le", the Ming Dynasty costumes in "The Legend of the Female Doctor Ming Fei", etc. Many viewers said after watching the show that the costumes made the story more vivid. It is true that "the beauty of China begins with clothes."

Jiang Xin is a Hanfu enthusiast. She has nearly 30 sets hanging in her closet, with prices ranging from more than 200 yuan to more than 3,000 yuan. Taking advantage of the weekend, she and several "colleagues" drove to Yuntai Mountain and Rongsheng Yuntai Ancient Town.

"At first I just thought the clothes in movies and TV series were good-looking, so I bought one online. The quality was average and it was just a fresh look." She said that later she saw a clothing store next to Zhongzhou Avenue in Zhengzhou City. I went to a professional antique photography shop to take a set, and it felt very beautiful. Later, she met some people with the same hobby and joined their "robe circle". Even when there were activities in other cities during holidays, she would form a group with her "comrades" to participate.

After several years of experience, she has become a senior Hanfu enthusiast. "Only by understanding our country's traditional culture and the basic knowledge of Hanfu culture can we better dress with taste and beauty."

People today are no longer unfamiliar with Hanfu, and more and more people are wearing it. young people wearing hanfu walking on the road. Not only that, even on weekdays, in big cities, there are many people wearing Hanfu out on the street.

With the continuous development of Chinese traditional culture, Hanfu has gradually moved from a niche group to the public eye, and has attracted countless enthusiasts to stop and consume.

In the Yuntai Mountain Scenic Area, the most common questions Hanfu enthusiasts are asked are: "Is there a link?" "Can I take pictures for you?" The confident and assertive younger generation is beginning to pursue a cultured life. The popularity of Hanfu also reflects the traditional The charm of culture.

Small Hanfu, Big Industry

With carved beams and painted roofs, slightly raised eaves, there are many shops with Tang and Han styles.

In Rongsheng Yuntai Ancient Town, Xiuwu County, young men and women wearing Hanfu hang around to take photos from time to time, while some tourists pace leisurely and enjoy the "time travel" time.

In a shop that sells Hanfu, the female shopkeeper Wang Liran is matching the clothes: a red shirt and a green skirt. Then she picks up the apricot hairpin from the dressing table and inserts it into her bun. She poses, "Click. ”, took the photo with his mobile phone and sent it to Moments and “comrades” groups.

Since October last year, she switched careers and joined the Hanfu industry and opened a store in Rongsheng Yuntai Ancient Town. The business is very good.

"Before, I liked Hanfu and saw many people wearing it. Later, Yuntai Ancient Town attracted investment, and I felt that this industry had a future, so I immediately opened a store here." Wang Liran said that since the opening in October last year, , Hanfu lovers buy her clothes every month. Especially during the Chinese New Year, online sales and tourists from scenic spots drove her store’s Hanfu sales to a new high. "It is a very happy thing to turn your hobbies into a career."

As more and more people join, the Hanfu industry chain is also continuing to grow and develop. According to statistics, in 2019, the size of the Hanfu market on Taobao platform exceeded 2 billion yuan, and maintained an annual growth rate of about 150%. There are 1.25 million videos in the Hanfu topic on Douyin, with 33 billion views; on Station B, there were 83.47 million people with the label of Chinese style enthusiasts in 2019.

At the end of the TV series "Qing Ping Le" last year, an online merchant launched a series of Hanfu made in the Song Dynasty. More than 450,000 orders were sold in one day, and more than 600,000 orders were sold in two weeks, creating a record in the history of Hanfu merchants. highest record. Recently, with the popularity of the costume TV series "Jade Heart" and "The Wind Rises in Colorful Clothes", the costumes in them have become one of the topics discussed by the audience, setting off another wave of Hanfu craze.

Liang Na, another Hanfu practitioner in Rongsheng Yuntai Ancient Town, felt strongly about the Hanfu cultural atmosphere and the government’s support here, so she made up her mind to open the first Hanfu store in the county. In addition to studying online and looking at goods every day, she also introduces clothing matching to customers. In order to better promote Hanfu, she not only expanded her store and used Hanfu as work clothes for shop assistants, but also racked her brains to plan activities, hoping that more people would like Hanfu. There are more tourists during holidays. In order to meet the needs of more customers, she tidied up the innermost corner of the store and decorated it in an ancient style, making it easier for Hanfu enthusiasts to take pictures.

According to the "2019-2021 China Hanfu Industry Analysis Report", as of the end of 2019, the number of users who had purchased Hanfu was 18 million. Judging from the purchasing motivations of Hanfu consumers, 47.2% of consumers do it out of love for Hanfu culture, and 40.3% do it out of the pursuit of fashion. Regarding the future development trend of Hanfu styles, about 62.1% of Hanfu consumers prefer more beautiful designs while keeping the basic shape of Hanfu. It can be seen that the charm of Hanfu culture has the greatest appeal to consumers, and the popular fashion defined by online promotions such as film and television dramas is also a major factor for young people to purchase Hanfu.

In recent years, the group of Hanfu enthusiasts in my country has grown larger and larger, and there are Hanfu clubs in universities in almost every city. Even abroad, many international students will wear Hanfu on important occasions, such as graduation ceremonies, birthday parties, coming-of-age ceremonies and other occasions, as one of the symbols of national tradition.

Industry insiders analyze that with the rapid development of social economy, people’s love for traditional culture will continue to stimulate an increase in the number of main consumer groups in the Hanfu market, which may support a huge billions of yuan. industry.

Culture is the core IP

At the beginning of this year, at the "First Hanfu Expo" held in Beijing, Xiuwu County released a big news: to create China's "Hanfu World" All".

"Du", literally, means grand, and from an economic perspective, it means huge. So, how can a small county town leverage a big industry?

It turns out that this county with a population of only 270,000 has its own Han flavor and has been popular since ancient times. In the long history of more than 3,000 years, a splendid culture related to clothing has been left behind -

In 1046 BC, King Wu of Zhou conquered Zhou and passed through Ningyi to practice martial arts. , leaving behind the court etiquette and costumes of the Zhou Dynasty; in 220 AD, Emperor Xian of the Han Dynasty Liu Xiechan was located in Cao Pi, and later settled in Xiuwu, and has been wearing Han Zhengshuo kimono, allowing the thousand-year-old county to have close contact with Hanfu for the second time; in 240 AD In 1968, the "Seven Sages of the Bamboo Forest" lived in seclusion in the bamboo forest of Baijiayan in Yuntai Mountain, drank wine and wrote poems, creating the Wei and Jin style that had a profound impact on Hanfu culture; in 768 AD, Han Yu, the emperor of the Era, was born in Jiaozuo, and his descendants were practicing martial arts in Jiaozuo. After multiplying and reproducing, inheriting the gorgeous costumes of the prosperous Tang Dynasty, they have formed an indissoluble bond with Xiu Wu...

The rich history and culture is the core IP of Xiu Wu to create the "City of Hanfu". Since August last year, the Yuntai Mountain Scenic Area has launched a series of activities such as the "Never-Ending Hanfu Festival", coupled with investment promotion in Rongsheng Yuntai Ancient Town, Hanfu Expo and national online and offline promotions, this "combination punch" has Come down, let this county and Hanfu be closely connected, and quickly rush to the C position. At the same time, relying on the huge tourist flow of the scenic spot every year, it carefully planned a series of activities such as the Hanfu Flower Festival and the Red Leaf National Trend Cultural Festival, and launched the major benefit of "wearing Hanfu and getting free tickets", attracting Hanfu enthusiasts from all over the country to gather here.

History, culture and history books provide nourishment, and film and television costume dramas provide imagination. Businessmen "tell stories" and can "turn traditional ones into modern ones; turn classic ones into popular ones."

Wearing Hanfu, what is in my heart is the beauty of silk threads, the passage of time, the origin of blood and the continuity of culture.

The flowers are in full bloom, I urge you to keep in tune with the season, wear Hanfu, feel the tranquility of the years, and imagine the eternal romance.

The "Happy Robe" in the circle of friends

Shi Xuejie

Peng Wei is an alternative in my circle of friends because he has avant-garde ideas and is very active in major events. Wear Hanfu and use the WeChat name "Xi Pao Zi". "Paozi" is an intimate term in the Hanfu circle, and Hanfu enthusiasts call each other "Tongpao". When I first met him, I thought his Hanfu attire was a bit awkward.

It was the National Day the year before last. I was playing in a wetland park in Zhengdong New District, Zhengzhou, and saw a young man wearing a purple gown, a leather belt around his waist, wide sleeves at the collar, and a black frame. Glasses. This appearance is highly recognizable among the crowd and attracts the attention of many tourists. "This must be a person with a strong heart, or a person who is trying to please others!" I thought to myself, but I couldn't move my eyes away.

"Hello, can you take a full-body photo for me?" The young man smiled brightly and held a mobile phone in his hand.

"Okay." It was easy and I was a little curious about him, so I didn't refuse. He posed and I photographed. The clothes are fluttering and the rings are ringing. The picture in the camera is really beautiful.

"Is it hot in this outfit?" I couldn't help but ask after taking the photo. "It's not hot, it's quite thin." The young man lifted up the hem and showed me the bright yellow embroidery on it. "You don't know much about Hanfu, do you? More and more people are wearing it now, and we even have a robe group!" The young man opened the topic and we started chatting.

He is a history buff, loves traditional culture, ancient songs, and making friends, which we are all very similar to. It’s just that he is more talkative, telling me stories about him and Hanfu, and his conversation seems to be unstoppable.

"I have liked handsome young men like Chu Liuxiang since I was a child. I bought my first set of Hanfu on Taobao. At that time, there were very few online Hanfu merchants. I took a photo of a set of white robes that I thought were elegant. Received. When I looked at the product, I saw that the fabric was white cotton. My mother scolded me, "How miserable!" Peng Wei gestured while talking, and his hearty laughter attracted more attention.

I suddenly felt that this young man was really different. In the early years, anyone who wore Hanfu on the streets often attracted cold looks and criticism, but Peng Wei was as calm as telling a funny story. At that time, when he saw "Paozi" who was playing in the park with him, he clasped his fists and bowed to him from a distance, just like an old friend.

As times develop and progress, the external beauty of Hanfu and its inner culture have attracted more and more young people like Peng Wei, allowing it to enter life from "museums" and "ancient books" , the onlookers also gradually changed from confusion and ridicule to astonishment and admiration. The tolerance and openness of society make Hanfu "start with appearance and end with connotation". When you wear it, you can feel the tranquility of the years and imagine the eternal romance. Isn't it beautiful?

Cartography/Zhang Yanli

Except for signatures, the pictures in this edition are from Xinhua News Agency and the Propaganda Department of Xiuwu County Party Committee