Hanfu Industry

On April 9, 2025, the High-Quality Hanfu Industry Forum, part of the World Peony Congress in Heze, Shandong, convened government leaders, academic experts, and industry pioneers to strategize the integration of traditional Hanfu culture with modern innovation. Key attendees included Pan Lusheng (Vice Chairman of China Federation of Literary and Art Circles), Dong Zhanjun (President of Shandong University of Art and Design), and Li Chunying (Mayor of Heze). President Dong Zhanjun emphasized expanding Hanfu’s cross-industry cultural influence and pledged to leverage university resources for talent cultivation, design innovation, and industrial collaboration. The forum unveiled the “Traditional Attire Fashion Innovation” Knowledge Graph, a framework guiding historical and modern design integration. Mayor Li Chunying highlighted Heze’s success in building the “Cao County Hanfu” brand and announced the “Cao County Hanfu Global Promotion Plan”, appointing overseas ambassadors and partnering with cross-border e-commerce platforms. The Heze University Hanfu Volunteer Alliance was launched to engage students in cultural promotion, while partnerships with MCN agencies and cultural tourism sites aimed to boost immersive experiences like “Hanfu + Peony Tourism.” The event attracted over 20 universities, top Hanfu enterprises, and supply-chain stakeholders, marking a milestone in positioning Hanfu as a global cultural symbol rooted in tradition yet…

1. Public Awareness of Hanfu and Brand Recognition According to a research report by Jingzhi, public understanding of Hanfu varies significantly. Specifically, 45.9% of respondents reported a "good understanding" of Hanfu and could identify its basic styles; 43.1% had a "general familiarity"; while only 11.0% claimed limited or no knowledge. Geographically, residents of first-tier cities (e.g., Beijing, Shanghai, Guangzhou, Shenzhen), new first-tier cities, and second-tier cities demonstrated higher awareness, attributable to these regions’ strong cultural environments, rapid information dissemination, economic development, and greater demand for cultural consumption. Regarding brand recognition, despite rapid market growth in recent years, overall brand awareness remains relatively low. Apart from leading brands like Han Shang Hua Lian, Chong Hui Han Tang, and Shi San Yu, most Hanfu brands still struggle with visibility. This is largely due to the industry’s early-stage development, fragmented market structure, and the absence of dominant brands with broad influence. Additionally, limited marketing efforts—primarily relying on social media and word-of-mouth—restrict brand exposure. 2. Channels of Exposure and Hanfu Usage Scenarios Key channels for learning about Hanfu include historical dramas (59.3%), social media (54.7%), Hanfu cultural clubs (49.1%), historical literature (40.7%), and museum exhibitions (38.8%). Historical dramas visually showcase Hanfu’s elegance through intricate…