Gen Z-fueled ‘Guochao’ drives new shift for Chinese manufacturers
Analysis BEIJING – As China’s Gen Z emerges as a new leading consumer group, it is also driving manufacturers towards a shift that reflects both emotional needs and rising cultural confidence.One of the dominant trends is ‘Guochao’ (国潮), which literally means “national trend,” referring to domestically created designs, often inspired by traditional Chinese culture, that can be applied to toys, decorations, apparel, everyday items, and even food and