China is witnessing a pronounced surge in consumer spending as the Spring Festival approaches, signaling renewed enthusiasm for traditional celebrations and modern cultural trends. Restaurants are fully booked for Chinese New Year's Eve dinners, considered one of the most significant meals of the year.
According to the Shanghai Restaurants Cuisine Association, many time-honored establishments have nearly sold out their private dining rooms for the New Year's Eve dinner, which falls on January 29, 2025. This annual gathering of families to celebrate the Spring Festival has seen heightened interest from diners this year. "My parents and relatives will come to Shanghai from other cities to celebrate the Spring Festival with me, so I am here to book a New Year's Eve dinner. My parents particularly love the time-honored restaurants in Shanghai," said Wang Guan, a local resident.
Reservations have poured in from numerous guests not just from within Shanghai, but also from other cities and even countries. Cai Mengyun, the catering business manager of one of Shanghai's popular establishments, noted, "Restaurants have made efforts to meet the diverse dining needs of customers this year, with some adding local specialties or adjusting the set menu based on the demand of the customers." She observed, "We mostly received regular customers living in Shanghai. This year, we have guests making reservations from various parts of the country and even other countries. Guests from around the world are booking, as many people are planning to celebrate the Spring Festival in China."
While restaurants try to adapt to growing demand, another aspect of consumer culture is making waves—new Chinese-style clothing. This fresh fashion trend seamlessly bridges traditional Chinese elements with modern styling, gaining traction both domestically and abroad. A resident from Shanghai shared, "The new Chinese-style has been super popular the last couple of years, and so many fashion influencers are styling it. So, we decided to hop on the trend and picked up a few outfits ourselves." The clothing style has effectively captured the interest of younger and older generations alike, emphasizing cultural appreciation.
Shop owners have reported significant sales increases as this trend flourishes. For example, one manager stated, "Since the end of last year, our sales have gone up by about 40 percent, corresponding to the rise of new Chinese-style clothing, especially among middle-aged groups." These garments maintain traditional aesthetics through details like mandarin collars and frog buttons, juxtaposed against modern cuts and casual appeal. Su Su, staff member at the Chunye clothing store, explained, "New Chinese-style clothing keeps classic details like the mandarin collar, frog buttons, and double-breasted design, but with a modern twist such as new cuts, styles, and details. It's way more casual and not as fancier than traditional Hanfu."
One prominent figure driving this fashion revolution is designer Taoray Wang, who has showcased her collections at New York Fashion Week. Wang is currently preparing for the upcoming event, emphasizing the modern takes on traditional styles. "If Chinese style doesn't change and adapt, it won't be able to carry on. Therefore, the designs I create are definitely modern takes on traditional Chinese styles, aligned with today's trends," she said. Her brand, JUZUI, is set to feature collections incorporating new Chinese-style elements at the 2025 New York Fashion Week.
The resurgence of interest in traditional dining experiences and clothing during the Spring Festival exemplifies the growing consumer sentiment surrounding cultural heritage. Both restaurants and fashion retailers are leveraging this trend, indicating broadening appreciation for traditional practices tied to modern lifestyles.
Overall, there is significant enthusiasm among consumers as they seek meaningful ways to celebrate their cultural identity, whether through shared family meals or stylish attire. The renewed focus on these aspects underlines how traditions can blend seamlessly with contemporary trends, creating a vibrant ambiance for this year's Spring Festival celebrations.
