Exploring the Impact of China-Chic's Rise on "Generation Z" National Confidence in the Era of Digital Empowerment

Abstract

In the context of rapid digital economic growth, the phenomenon of China-Chic has emerged as a significant cultural movement, particularly resonating with Generation Z consumers and potentially enhancing their national cultural confidence. This study explores the intricate relationship between the rise of China-Chic and the development of cultural confidence among Generation Z through a mixed-methods approach. Utilizing a systematic literature review, quantitative survey data, and theoretical framework analysis, we investigate three key dimensions: (1) the evolving consumption patterns of Generation Z concerning China-Chic products, (2) the strategic integration of traditional cultural elements in the branding of China-Chic, and (3) the mechanisms by which China-Chic influences national cultural confidence. Our findings illuminate the connection between consumption preferences and national identity, highlighting how China-Chic brands leverage cultural elements to foster national confidence. This research addresses a theoretical gap in understanding the role of commercial cultural phenomena in shaping national identity among young consumers. Additionally, it offers practical insights for brands seeking to incorporate cultural elements into their strategies to bolster national cultural confidence. The study lays a foundation for future research at the intersection of consumer behavior, cultural identity, and national confidence in the digital age.