1. Market Scale and Growth Overview
In 2023, China’s Hanfu market demonstrated remarkable growth, solidifying its transition from a niche cultural hobby into a mainstream consumer industry. According to iiMedia Research data, the Chinese Hanfu market reached 14.47 billion yuan (approximately US$2.03 billion) in 2023, continuing its steady expansion trend. The same report projects the market will further grow to 24.18 billion yuan by 2027. Prior to 2023, the Hanfu market stood at 12.54 billion yuan in 2022, and forecasts suggest it could reach 19.11 billion yuan by 2025.
The explosive growth in 2023 was further evidenced by the surge in Hanfu-related business registrations. Enterprise search data from Qichacha shows that China recorded 2,686 newly registered Hanfu-related enterprises in 2023, representing a 355.25% year-on-year increase — the fastest growth rate in the past decade. By the end of 2023, China had 5,767 active Hanfu-related enterprises in operation. From a regional perspective, Shaanxi Province led the nation with 1,529 existing Hanfu-related enterprises, followed by Shandong Province (479) and Henan Province (433). On a broader scale, China’s overall “Guochao” (China-chic) economy reached a market size of 2.05 trillion yuan in 2023, growing 9.44% year-on-year, with Hanfu representing a significant component of this larger cultural consumer trend.
2. Caoxian County: The “Hanfu Capital” of China
No discussion of the 2023 Hanfu industry is complete without examining Caoxian County in Shandong Province, widely recognized as China’s largest original Hanfu industrial cluster and the “Hanfu Universe Center.” In 2023, Caoxian’s total Hanfu sales — encompassing both online and offline channels — exceeded 10 billion yuan, accounting for over 40% of the national Hanfu market. Of this, online Hanfu sales from the county reached 7.22 billion yuan, a 44.3% year-on-year increase.
Caoxian has developed an exceptionally comprehensive industrial ecosystem. As of 2023, the county was home to 2,524 Hanfu enterprises, including over 90% original design processing companies, 14,718 online Hanfu stores, and 206 brick-and-mortar Hanfu experience stores. The Hanfu industry directly employs approximately 100,000 people in the county. The county has established a complete industrial chain covering original R&D, design and production, tailoring and pattern-making, embroidery and printing, accessories, exhibition and display, and online marketing. More than 5,000 different Hanfu styles are available, and products have been exported to over 10 countries and regions, including Australia, Canada, and various European nations.
The success of Caoxian is not merely a story of low-cost mass production. The county has actively pursued brand building and design innovation. Under the leadership of the Caoxian Hanfu Association, manufacturers have established cooperation mechanisms with design firms and universities, encouraging companies to build their own brands and avoid homogeneous competition. An intellectual property rights service center has been established, cutting patent application processing time from 180 days to just 10 days. Young talents returning to their hometowns, including overseas returnees, have significantly strengthened sales, design, and operational capabilities. Currently, nearly 10,000 college graduates and approximately 100 master’s degree holders are engaged in Caoxian’s e-commerce industry.
3. Consumer Demographics and Preferences
The Hanfu consumer base in 2023 was predominantly young, driven by cultural confidence and a desire for self-expression through traditional aesthetics. According to iResearch data, consumers aged 35 and below accounted for 71.4% of all Hanfu consumers, with those between 18 and 25 years old representing nearly 30% — indicating substantial future consumption potential. Gen Z consumers have been particularly influential in pushing forward the “Hanfu daily wear” trend.
Purchasing motivations are deeply intertwined with cultural identity. iiMedia Research data reveals that 50.79% of consumers purchased Hanfu because of their appreciation for Hanfu culture, while 50.50% were motivated by a desire to promote and preserve traditional Chinese culture. A further 93% of surveyed consumers expressed intentions to increase purchases of or give priority to products that integrate ethnic cultural elements.
Color preferences among Hanfu consumers in 2023 were diverse. iiMedia Research found that white was the most preferred color among Hanfu consumers (39.74%), followed by blue (36.15%), purple (33.29%), pink (33.29%), and yellow (28.41%). According to reports from February 2023, following the Spring Festival holiday, searches for “Hanfu for office wear” on Taobao increased nearly fivefold compared to the same period last year. Women’s Hanfu sales grew by 150%, while men’s Hanfu experienced even more explosive growth of over 400%.
4. E-Commerce Channels and Platforms
Online retail remains the dominant distribution channel for Hanfu, with multiple platforms showing strong performance in 2023. Hanfu sales on the Taobao platform (including Tmall) reached nearly 10 billion yuan by mid-December 2023, representing year-on-year growth of over 50%. The number of Hanfu product listings on Taobao increased by more than 60% during the same period. Taobao recognized this momentum by elevating “Hanfu” to a second-level product category in December 2023, further subdividing it into five leaf categories.
By product category, the horse-face skirt (Mamianqun) emerged as the undisputed blockbuster item. During the Singles’ Day (November 11) shopping festival alone, Taobao sold over 730,000 Mamianqun, which would be sufficient to cover 105 football fields. The Mamianqun was named one of Taobao’s Top 10 Products of 2023. According to data from Magic Mirror Insights, the online market size for Mamianqun reached 2.35 billion yuan between March 2023 and February 2024, growing a staggering 503.1% year-on-year. Beyond the Mamianqun, other Hanfu products also performed well. A survey of Taobao stores showed that one shop sold 15,000 Hanfu cloaks (a single product), while another sold 12,000 Mamianqun in November 2023 alone.
Short video and livestream e-commerce platforms played an increasingly important role in driving Hanfu sales in 2023. A report by Peking University HSBC Business School and Zhiwei Research Institute indicated that driven by short videos and livestream e-commerce, new Hanfu sales have seen significant growth. As of March 2024 (with strong trends extending from 2023), new Hanfu sales on Douyin (TikTok) increased by 58% month-on-month and 549% year-on-year. Douyin hosted over 800 Hanfu-related trending topics between 2023 and April 2024, with over 80 topics making it onto the Douyin trending board. Cumulative video views for Hanfu-related content reached 112.63 billion on Douyin and 21.8 billion on Kuaishou.
5. Hanfu in Tourism and Daily Life
Hanfu in 2023 was not just an online shopping phenomenon — it became a tangible part of travel and lifestyle experiences across China. According to Meituan data, searches for “Hanfu experience” grew 280% year-on-year by April 2023, with Xi’an, Luoyang, and Suzhou ranking as the top three cities for search popularity. The immersive travel experience combining Hanfu dressing, makeup, and photography has become a signature attraction in ancient-style tourism destinations nationwide. Caoxian County has established long-term cooperation relationships with 61 famous ancient scenic areas nationwide — including Pingyao Ancient City, Luoyi Ancient City, and Xi’an’s Great Tang All Day Mall — achieving a Hanfu market share of 90% in these locations.
The integration of Hanfu into daily life and tourism has spawned ancillary industries. Meituan data shows that the number of accommodation providers nationwide offering Hanfu products increased by 120% over the past year, with Luoyang experiencing a 330% increase and an accompanying 17-fold increase in related product orders. Specialized “Hanfu hotels,” “Hanfu photography services,” and other combination offerings have emerged around the Hanfu industry chain in cultural tourism hubs like Xi’an and Luoyang. Researchers from Beijing International Studies University point out that the “Hanfu phenomenon” has evolved from a cultural trend into an industrial phenomenon, representing a “new expression” of Chinese traditional culture in the apparel sector, and is a manifestation of growing cultural confidence and shared value consensus.
The 11th China Xitang Hanfu Cultural Week, held from November 3 to 7, 2023, represented the pinnacle of Hanfu cultural events for the year. The four-day event featured over 40 themed activities, with the opening ceremony’s “Dynasty Carnival” reaching a historic scale, involving over a thousand performers and community representatives in a parade. New parade formations — including a Hanfu Standards Formation and a China Intangible Cultural Heritage Formation — showcased traditional Chinese culture by combining Hanfu elements with intangible cultural heritage. Other new attractions included live-action Hanfu dramas, script entertainment competitions, and lantern parade tours, offering immersive experiences for Hanfu enthusiasts.
Since the first Xitang Hanfu Cultural Week in 2013, the event has grown from fewer than 10,000 participants with just over 10 activities to over 100,000 participants and more than 40 activities annually. It is now considered the premier event in the Hanfu community, attracting enthusiasts from around the world. By 2023, cumulative participation in the event had reached millions, driving over 300 million yuan in related industry revenue. Xitang has systematically developed a comprehensive development plan (“One Park, One Chain, One Scene”), aiming to build the largest “Hanfu Dream Factory” in the Yangtze River Delta region, integrating design R&D, exhibition runways, themed venues, online livestreaming, and commercial supporting facilities.
6. Hanfu as a Driver of Rural Revitalization
Beyond the cities, Hanfu has emerged as a powerful engine for rural economic development, particularly in regions that have leveraged e-commerce to connect local manufacturing with national and global markets. Daiji Town in Caoxian County, for instance, supplies over 30% of all Hanfu sold via e-commerce platforms in China. The town is also responsible for 70% of China’s theatrical costume e-commerce market, demonstrating how local expertise in costume manufacturing provided a foundation for rapid transition into the Hanfu sector.
In the first half of 2023 alone, total Hanfu sales via e-commerce platforms in Daiji Town reached 2.5 billion yuan. Throughout 2023, Caoxian County’s e-commerce industry attracted 50,000 returning entrepreneurs, creating over 350,000 jobs. The county’s Hanfu enterprises have helped over 1,000 people find direct employment, with some individual companies generating annual sales of up to 30 million yuan. This model of “Hanfu-driven rural revitalization” demonstrates how cultural industries can generate substantial economic benefits in traditionally agricultural regions.
Hanfu’s appeal has extended well beyond China’s borders. On TikTok, the hashtag #hanfu has accumulated over 1.4 billion views globally, while #hanfugirl has garnered an additional 126 million views, attracting a global community of both overseas Chinese and foreign enthusiasts sharing Hanfu outfits, role-play, and educational content about Hanfu’s origins. Data from Tmall Global indicates that Hanfu exports saw a year-on-year increase of over 20% from May to July 2023. Caoxian’s Hanfu products have already been exported to over 10 countries and regions, including Australia, Canada, and various European markets.
Western media have taken note of the trend. In a report from March 2023, American Vogue noted: “The current Hanfu craze is being propelled by a group of young people with a strong sense of fashion. After years of chasing Western trends, Chinese youth are turning their attention back to their cultural roots”. And as China’s Gen Z continues to drive the daily wear movement, global interest shows no signs of slowing. Major cultural events also highlight the international dimension: Hong Kong’s first major traditional Chinese costume-themed event after the pandemic attracted over 300 participants, with 80% dressed in Hanfu or cheongsam.
As Hanfu moves toward mass adoption, several key trends are shaping its future development. The first is the growing demand for improved daily-wear practicality. Research reports indicate that a segment of consumers is showing increasing interest in modified Hanfu suitable for everyday wear — designs that incorporate modern elements or integrate Hanfu features into contemporary garments, with emphasis on easy-wearing and mix-and-match compatibility.
The second trend is the emergence of original design as a central competitive factor. Industry reports emphasize that Hanfu is an industrial sector not constrained by international fashion brands — one that is inherently Chinese and has strong potential for international expansion. The Shanghai Hanfu Copyright Center, established in September 2021 by the Shanghai Municipal Copyright Bureau at Donghua University, has been actively promoting original design by providing copyright services specifically for traditionally distinctive Chinese garment designs. The center organized the second China College Original Fashion Hanfu Design Competition, attracting active participation from students and faculty from 132 universities nationwide.
The third major trend is the continued integration of Hanfu with cultural tourism. Researchers predict Hanfu will cross-collaborate with museums, film and television productions, and gaming media to open new growth trajectories, while also showing digitalization and internationalization development trends. New entrants are expected to further drive Hanfu’s development toward mass adoption, generating creative new cultural tourism products and gameplay experiences.
By the numbers, forecasts remain robust. With a projected market size of 24.18 billion yuan by 2027, Hanfu is positioned to become an increasingly significant segment of China’s broader cultural consumer economy — estimated at 2.05 trillion yuan in 2023 and growing at 9.44% annually. However, it should be noted that Hanfu remains distinct from the broader “New Chinese-style clothing” (Xin Zhongshi) market, which exceeded 100 billion yuan in 2023 and includes a wider range of modern garments incorporating traditional design elements.
Conclusion
The year 2023 marked a transformative period for the Hanfu industry in China. With the market expanding to 14.47 billion yuan, enterprise registrations surging by over 355%, and a highly engaged young consumer base driving both online sales and immersive tourism experiences, Hanfu has firmly established itself as a major force in China’s cultural consumer economy. The industry’s complete industrial chain — exemplified by Caoxian County’s comprehensive ecosystem from design and manufacturing to e-commerce and global export — demonstrates the viability of Hanfu as a sustainable economic sector. As Hanfu continues to find its place in daily wear, attracts international attention, and integrates with cultural tourism and digital platforms, it represents not just a fashion trend but a significant expression of growing cultural confidence and a model for cultural industry development in contemporary China.