Editor’s note: [OOO] is an occasional column that provides on-the-ground insights from my visits to trade shows and events in China. This time, I want to take you to an art market that happened earlier this month in Fuzhou, the provincial capital and one of the largest cities in Fujian province, which encapsulates China’s guochao trend and the propaganda efforts behind it. You can read the last [OOO] issue about Shanghai Adult Products Industry expo here.
As a former full-time journalist, I first felt the need to explain guochao, which means “China chic” or “national hip”, while still writing for the fashion trade publication Jing Daily. Like many other marketing and cultural trends, it all started with fashion and beauty products.
At the beginning, consumer marveled at the lipsticks created by Forbidden City in 2018. In the same year, Li Ning was one of the first fashion brands to capitalize on the what then was a style trend, rebranded itself and showcasing during New York Fashion Week.
It did not come out of nowhere. In a recent column for Time, I explained that it derived from a central principle President Xi Jinping has been advocating since he took office in 2012: “strengthen cultural confidence.” As a result, officials rolled out supporting guidelines and incentives for e-commerce platforms and businesses to follow suit.
Today, guochao is used to describe any made-in-China goods, or any products that contain Chinese symbols, techniques, or technologies. Now that it’s an encompassing term, people came up with ‘new Chinese style’ to describe styles.
This is the second year for the Yadao Art Market, which took place near Three Lanes and Seven Alleys, a historic and cultural area turned commercial region.
This time, the three-day market brought together over 70 independent commercial art brands from nearby regions, featuring fragrances, teas, clothing, jewelries and original handmade items. While visiting on the second day, I was impressed about the quality of vendors.
For example, one of them is a Fuzhou-based ‘new Chinese style’ fashion boutique Chen Shi Er Collection (below). The founder formerly worked as a fashion buyer at a global e-commerce platform.
The biggest surprise for me at the market was that it was government-run, which is increasingly becoming the the norm for cultural events including music festivals.
Creative and cultural businesses across China have incentives and relative freedom to do their own thing, though they still have to go through an approval process with the local regulators. Working with the government may mean that businesses could spend much less time worrying about getting approvals.
Native Chinese, including myself, usually look down on official efforts, thinking they are uncool and unstylish, so imagine my shock to see the names behind not just any market, but a tastemaker in markets that promotes certain aesthetics.
Below, a board that showcases the organizers reads:
Guiding unit: Fuzhou Gulou District Committee of the Communist Party of China, Fuzhou Gulou District People's Government
Organizing unit: The Propaganda Department of Gulou District, Gulou District Culture, Sports and Tourism Bureau, Fujian Provincial Arts Industry Association
Undertaking unit: Gulou District Cultural Tourism Investment Development Co., Ltd., South Street office, Gulou District, Fuzhou Jizhen Cultural Communication Co., Ltd.
(I believe that the organizing unit usually comes up with fund and idea, and the undertaking unit would implement it)
Putting prejudices aside, I’m reminded that they can tap into the same talent resources as private businesses. Also, with young talent flooding into government jobs, the once wide gap in aesthetics and creativity is closing. Do you agree? 🔚
Other shots from the market:
[Chi Ba (尺八), an ancient Chinese instrument]
Thanks to those who shared their suggestions for the new header images from last issue, for those who missed it, you can still vote by picking your fav from below (1-4). I will reflect the final change in the next issue after rounding up all of your feedback.
My favorite header is #3 !