Exploration of the External Publicity Strategy of “New Chinese-Style Outfits” Based on Generation Z in the Context of New Media: A Case Study of the “Horse-Face Skirt”

Yifei Liu; Jiameng Sun

doi:10.54097/0hvaqh87

Authors

Yifei Liu
Jiameng Sun

DOI:

https://doi.org/10.54097/0hvaqh87

Keywords:

New Chinese-Style Outfits; New Media; External Publicity; Generation Z.

Abstract

The emergence of “New Chinese-style Outfits” under the backdrop of “China Chic” has brought renewed attention to Chinese Hanfu culture with a unique blend of tradition and modernity. In the new media age, “New Chinese-style Outfits” have become increasingly visible and are well-received by the younger generation in China. The youth are actively engaged across various social media platforms, sharing and discussing trending topics. Consequently, the attention of the current external publicity has pivoted towards the Generation Z demographic. However, the urgent challenge remains to promote “New Chinese-style Outfits” to overseas Generation Z communities. This thesis will delve into the case of the horse-face skirt, a trend gaining recognition beyond established circles overseas. It will explore strategies to publicize “New Chinese-style Outfits” to Generation Z abroad through new media. Furthermore, the study will offer pertinent suggestions drawn from literature research, case analysis, and qualitative assessment to revitalize Chinese traditional costume culture globally.

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