2025 is the Year of the Snake in the Chinese Lunar calendar and the media has been promoting China’s Intangible Cultural Heritage (ICH). This cultural resurgence caught international attention in April when popular American internet celebrity IShowSpeed toured major Chinese cities, including Beijing, Shanghai, Chengdu, Chongqing, Hong Kong, etc. He also made a dedicated trip to Henan’s Shaolin Temple to study martial arts. Through livestreaming, he showcased China’s cultural richness to his global followers, documenting numerous ICH techniques, traditions, and culinary delights.

ICH has emerged as a vital cultural symbol and consumption hotspot in China’s retail market. Data from a leading domestic e-commerce platform shows ICH-related spending surged significantly since 2023, with annual growth rates exceeding 20–40% over the past two years. A wide range of cultural products have become standout stars in China’s online and offline retail landscape. These include Forbidden City IP merchandise, Sichuan opera face-changing dolls, handcrafted folding fans, and the viral Rongchang braised goose, popularised by Speed’s livestream.

Exhibit 1: ICH Sales on A China Leading E-Commerce

Source: Mob Research, JLL Research, April 2025

China’s Gen Z has developed unprecedented national pride and cultural identity during the country’s rapid economic rise, creating a generational shift in consumer behavior. This cultural confidence has shifted focus from international brands towards domestic “Guochao” (China’s homegrown trendy brands), empowering them to gain market share through culturally resonant storytelling. ICH products flourish by tapping into this generational ethos, offering emotional connections that align with the broader trend towards sentiment-driven consumption in China’s retail landscape.