In a whirl of silk and sweeping sleeves, the third Caoxian County Hanfu Cultural Festival (曹县汉服文化节) recently unveiled its 2025 spring-summer collection, dazzling audiences with runway shows that spotlighted 320 brands from 160 local companies. This spectacle wasn’t just eye candy—it cemented Caoxian’s reputation as China’s undisputed Hanfu capital.
The county’s rise began in 2024 when its Horse-Face Skirts (马面裙) became a Lunar New Year sensation, propelling Caoxian to dominate 50% of China’s Hanfu market with ¥12 billion ($1.7 billion) in annual sales. By 2025, projections suggest a 15.8% quarterly growth spike. But how did this rural county transform fleeting hype into lasting influence?
Government as Growth Catalyst
“I finished all licensing paperwork in one day—unthinkable elsewhere!” exclaimed Mr. Li, a Hanfu manufacturer expanding his workshop. At Caoxian’s government service center, nine approval processes for Hanfu businesses were streamlined into a single “one-stop” portal, slashing processing time by 93% and paperwork by 44%.
"Businesses drive this industry, but our role is to remove roadblocks," said Zhao Fulong, Caoxian’s Party Secretary. This efficiency-first ethos has fueled a manufacturing boom: today, one in two Hanfu garments nationwide originates from Caoxian factories.
While viral TikTok moments grab headlines, Caoxian’s real edge lies underground—18,000 kilometers of fiber-optic cables. As one of Shandong’s first counties to achieve full rural 5G coverage, its tech backbone supports 24/7 live commerce. At Luoruyan Hanfu’s studio, hosts demo designs to millions online. “Livestreams now account for 80% of our sales,” said a company rep.
This digital push has earned Caoxian titles like “China’s Top 100 Digital Agriculture Counties” and “E-Commerce Pioneer,” proving rural regions can outpace cities in the tech race.
Beyond Festivals: Hanfu Infiltrates Daily Life
Caoxian’s designers are reimagining Hanfu beyond ceremonial wear. Partnering with Peking University, Tsinghua, and 14 other top schools, they’ve created campus-themed collections featuring iconic landmarks like Weiming Lake (未名湖) and the “Renmin Red” hue. “Seeing Hanfu become campus fashion excites me—it’s no longer just for photoshoots,” said Li Xue, a college Hanfu enthusiast.
Tourism partnerships amplify this shift. At 72 major heritage sites nationwide, 90% of rental Hanfu now come from Caoxian. “Our designs helped Xi’an’s historical parks double visitor engagement,” noted Yan Jianbin of the Shaanxi Festival Culture Association.
Innovation keeps Caoxian ahead. A collaboration with Renmin University merges AI with Hanfu design, enabling rapid prototyping of intricate patterns. Meanwhile, Haier’s “Kaos” smart factory—producing 10,000 Horse-Face Skirts daily—has cut production cycles from 20 days to seven. “Automation lets us scale without sacrificing craftsmanship,” said Zhang Longfei, head of Caoxian’s E-Commerce Center.
At a recent industry summit, County Governor Meng Lingxuan unveiled the “Caoxian Hanfu World Tour” initiative, targeting overseas markets through cultural exchanges and co-branding. With factories already supplying Asian festivals, the goal is clear: make Hanfu as ubiquitous as kimono or sarees.
