It was an ordinary day in the historic streets of Luoyang when Dong Mingzhu (董明珠), a celebrated Chinese business leader, donned her first Hanfu—a pale blue Ming-style ensemble that caught the eyes of onlookers. Just eight days later, she returned, this time wearing a regal Tang dynasty outfit that matched her commanding presence. Accompanied by her friends, each draped in their chosen styles, Dong’s adventures became a viral moment for Hanfu lovers across China.
While Dong’s choice in Hanfu showcased her unique personality, the quiet star of her story was an unassuming county in Shandong—Cao County (曹县). The Hanfu she wore, like many others seen in ancient-style photoshoots or festivals, originated from this lesser-known corner of China.
The Small Town with Big Hanfu Dreams
Located in southeastern Shandong, Cao County has undergone a cultural and economic metamorphosis. On the surface, it remains humble—far from the bustling touristy image one might expect. But venture fifteen kilometers to Daji Township, and you step into a thriving hub of creativity and entrepreneurship, where small shops handle everything from fabric cutting to digital printing and logistics.
Once famous for its mass production of performance costumes, Cao County has emerged as a center of affordable Hanfu manufacturing. The shift began during the pandemic when traditional stage performances dwindled, prompting local manufacturers to pivot toward the growing Hanfu market. With roots in costuming and a can-do attitude, they quickly scaled their operations to meet nationwide demand.
The result? Over 70 billion yuan in annual Hanfu sales, accounting for more than 40% of China's total. From factory floors to livestreaming studios, everyone in Cao County seems to have a hand in this flourishing industry.
Innovation on a Budget
Unlike high-end Hanfu retailers that charge thousands for a single outfit, Cao County specializes in affordable alternatives, with some skirts costing as little as 50 yuan. While purists may scoff at the simplicity, this strategy has democratized the beauty of Hanfu, making it accessible to everyday consumers.
This affordability stems from a unique production model—small, family-run workshops that focus on efficiency. For example, local entrepreneur Yu Jing, who transitioned from producing performance costumes to Hanfu, credits the system of family-based workshops for keeping costs low. Workers, often neighbors or relatives, take pride in crafting garments they’ve never worn themselves, earning stable wages for their efforts.
Yet affordability is not the sole focus. As the market matures, businesses like “Gui Meng Ling” are prioritizing originality. After early setbacks with generic designs, its founder Qin Shuo now invests in custom patterns and collaborations with Hanfu influencers. His success reflects a growing realization that sustainability lies in creativity, not imitation.
Despite its growth, Cao County’s Hanfu industry is not without challenges. Many consumers associate the region with low-quality knockoffs or even funeral attire, an image reinforced by internet myths about the county’s history in coffin-making. To combat this, Cao County’s government has ramped up efforts to support local brands. Initiatives like hosting cultural festivals and partnering with e-commerce platforms aim to reshape public perception while bolstering sales.
Additionally, livestreaming, a powerful driver of Hanfu sales, presents its own hurdles. Skilled hosts are in short supply, and competition across platforms is fierce. Entrepreneurs like Zhang Mengyao, who runs a Hanfu brand in Cao County, recognize the need to adapt quickly to new trends. From perfecting sales scripts to enrolling in digital marketing courses, Zhang embodies the resilience that defines her community.
What makes Cao County’s story truly remarkable is its ripple effect on Chinese culture. Beyond mere garments, Hanfu has become a vessel for reconnecting with tradition, inspiring younger generations to embrace their heritage. Every livestream and photoshoot featuring Cao County Hanfu contributes to a broader renaissance, transforming ancient attire into a contemporary statement.
With a production system built on adaptability, a community spirit that embraces innovation, and a cultural product that resonates nationwide, Cao County’s Hanfu industry is poised for an even brighter future. As one local resident aptly put it: “Give us time, and we’ll show the world what we can do.”
