Trending in China: Chinese local folk culture inspires brands’ marketing
This year has seen a surge in the popularity of Chinese traditional local folk culture and customs. They are no longer exclusive to locals and older generations, as young people enjoy the unique experience in those new year or holiday rituals that are rich in local cultural characteristics. Notable examples include the ‘Wandering Gods Parade (You Shen游神)’ in Fuzhou, Fujian Province,’ ‘Cai Jie (踩街)’, a type of festive parade in Quanzhou, Fujian Province, ‘Fish-Shaped Lantern (鱼灯) Parade’ in Anhui Province and spectacular 'iron flower' show (打铁花) in Henan Province.
‘Wandering Gods Parade’ and ‘Cai Jie Festive Parade’ from left to right. Images: Xiaohongshu/RED
‘Fish-Shaped Lantern Parade’ and spectacular 'iron flower' show from left to right. Images: Xiaohongshu/RED
The most popular traditional activity over the past month has been the 'Yingge Dance' from the Chaoshan region of Guangdong Province. This dance combines drama, dance, and martial arts. Designated as national intangible cultural heritage in 2006, the 'Yingge Dance' is a traditional folk custom celebrated during the Spring Festival, as depicted in the Chinese classic novel 'Outlaws of the Marsh.' What sets ‘Yingge Dance’ apart are its dynamic movements, strong rhythm, and inclusive nature, allowing people of all ages and genders to participate. In the Chaoshan region, many villages have their own 'Yingge Dance' teams, some with over a hundred members.
‘Yingge Dance’ in Chaoshan region, Guangdong Province. Images: Xiaohongshu/RED
A video showcasing ‘Yingge Dance’ with tremendous total engagement of over 1.3 million. Shared by @新华快看 from Douyin
The popularity of the ‘Yingge Dance’ has extended beyond China! A ‘Yingge Dance’ team from Puning, Guangdong Province was invited to perform in the UK. Their 6-minute performance at London's landmark Burlington Arcade drew over 700,000 spectators on February 10th this year.
Brands drawing inspiration from Chinese traditional folk culture and integrating them into product innovations or marketing communications is currently happening in China. Surprisingly, the ‘Yingge Dance’ has not yet been tapped into, but we believe that ‘Yingge Dance’ will appear with some brands in the coming months. Here are a few examples of both local and foreign brands capitalising on the popularity of traditional folk culture:
Molly TEA: Chinese ‘Holy Grail’ Oolong Milk Tea Set
In Chinese divination culture, tossing 'Jiao Nai' (掷筊), also known as the Chinese 'Holy Grail,' is a way for people to communicate with and seek guidance from spirits. The 'Jiao Nai' is typically made of wood or bamboo, shaped like a crescent moon, with two pieces that fit together. The convex side called 'Yin' (阴) and one flat side is called 'Yang' (阳). When paired, they form a 'Holy Grail.' This practice is common in regions like Fujian, Chaoshan, Hainan, and Taiwan.
Tossing Chinese ‘Holy Grail’ at a temple to for divination rite. Image: Baidu Baike, RED
Molly TEA, specializing in Oriental floral tea drinks, has introduced an Oolong milk tea scented with agilawood, one of 'China's Top Four Fragrances,' for the new year. This product also incorporates the joyful colour of red, the auspicious symbol of a big fish, and the sacred Chinese 'Holy Grail' in brand accessories, aiming to bring new power to everyone for the new year.
Molly TEA Chinese ‘Holy Grail’ Oolong Milk Tea Set. Images: Xiaohongshu/RED
Lululemon: ‘Wing Chun’-Themed New Spring Story
As 2024 has got underway, audiences have been treated to Lululemon's innovative brand story featuring Wing Chun, a martial art originating from Foshan, Guangdong Province. The brand collaborated with Oscar-winning actress Michelle Yeoh and Wing Chun drama dancers to tell a feminist story in a 2024 New Spring-themed short film. Wing Chun is a highly scientific martial art emphasizing both offense and defense, with a focus on blending hard and soft techniques while minimizing energy consumption. Xie Shuling, Vice President of Brand Marketing for Lululemon China, stated "Wing Chun embodies the dynamic practice of 'balanced energy,' representing the unity of body and mind, which resonates with our brand's emphasis on a balanced state of body and mind."
Lululemon Wing Chun with Michelle Yeoh: Image: Lululemon official
Lululemon 2024 New Spring-themed short film ‘New Spring: Wing Chun’. Video: Lululemon official account on Xiaohongshu/RED
Starbucks: Art Exhibition on Coffee Cups Featuring Folk Culture of the Yunnan Lisu Minority
In late February, Starbucks found inspiration from folk activities for their Spring marketing. The decorated coffee cups for new tea-infused lattes highlight the daily work of the Lisu ethnic minority (傈僳族) farmers from Yunnan, showcasing their unique culture in an artistic form. Yunnan is also the province that their Chinese coffee beans are grown. The new packaging features collaborative hand-drawn art from four farmers-turned-painters. Alongside the new coffee cups, the Art Walk Farmer Painting Exhibition debuted in Shanghai on March 1st and will run until the 14th, allowing consumers to view works by these painters in four offline exhibitions.
Yunnan’s Lisu art on Starbucks cups in China. Images: Starbucks official.
Yunnan’s Lisu art on Starbuck’s cups. Source: Starbuck’s official account on Xiaohongshu/RED
Chinese folk culture is increasingly connecting with Chinese consumers as they become increasingly proud of their rich heritage and culture. Brands that integrate this thoughtfully and tastefully are generally well received. We look forward to seeing a little more of the Yingge dance!
