China 101
Guochao (national tide)
国潮
The consumer movement favoring Chinese brands that blend modern design with Chinese heritage and aesthetics, marking a shift away from the assumption that foreign equals better.
Guochao, the national tide, describes the surge of pride-driven consumption of Chinese brands since roughly 2018, when sportswear giant Li-Ning showed a China-branded collection at New York Fashion Week and sold out instantly. The term now covers everything from Palace Museum lipsticks to heritage snack brands in modern packaging.
The shift is generational. Consumers who grew up with a wealthy, confident China do not automatically rank foreign brands above domestic ones; they expect Chinese products to be good, and they reward brands that use Chinese aesthetics well. Legacy names like White Rabbit candy and Feiyue sneakers found second lives, while newcomers built entire brands on Song dynasty minimalism or regional craft.
For global watchers, guochao explains why international brands localize carefully in China, and why Chinese companies increasingly export not just products but aesthetics.