{"id":47723,"date":"2025-09-02T10:52:55","date_gmt":"2025-09-02T10:52:55","guid":{"rendered":"https:\/\/daoinsights.com\/?p=47723"},"modified":"2025-09-02T12:10:28","modified_gmt":"2025-09-02T12:10:28","slug":"whats-the-beauty-of-economic-upswing-the-trend-of-the-summer","status":"publish","type":"post","link":"https:\/\/daoinsights.com\/opinions\/whats-the-beauty-of-economic-upswing-the-trend-of-the-summer\/","title":{"rendered":"What\u2019s the \u201cbeauty of economic upswing\u201d, the trend of the summer?"},"content":{"rendered":"\n

At the end of August, while Western fashion magazines lamented a summer without trends, there was a definitive one in China. Only, it is less of a fashion trend (though it is one) and more of a social sentiment: the craving for the \u201cbeauty of economic upswing\u201d<\/a> (\u7ecf\u6d4e\u4e0a\u884c\u671f\u7684\u7f8e).<\/p>\n\n\n\n

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Image: Rednote<\/figcaption><\/figure>\n\n\n\n

Some pundits see it as an extension of the earlier sub-cultural trend \u201cChinese dreamcore\u201d, which blends an early digital, psychedelic aesthetic with childhood nostalgia for the 1990s and 2000s<\/strong>, often involving dreams of time travel. But as the name suggests, it is more of a grown-up sentiment among young professionals towards that era. After all, those who grew up in those years weren\u2019t old enough to understand what the economic upswing meant until after the fact.<\/p>\n\n\n\n

Rose-tinted spectacles<\/strong><\/h3>\n\n\n\n

Since earlier this year, especially in early summer, a viral trend on social platforms such as Rednote and WeChat introduced the phrase to many. The trend itself centres on how great \u201cyour mum\u2019s wardrobe\u201d was 20 years ago. The phrase \u201cbeauty of economic upswing\u201d began circulating, usually to describe outfits<\/a> or old photos, often street snaps. It partially coincides with the Y2K resurgence and broader nostalgia trends of recent years, but with a distinctly Chinese background.<\/p>\n\n\n\n

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Image: Rednote<\/figcaption><\/figure>\n\n\n\n

The \u201cbeauty\u201d of the era has been elevated to capture the spirit of a hopeful society<\/p><\/blockquote><\/figure>\n\n\n\n

Quickly, the concept of the phrase expanded, since beauty is rarely used to describe just visual attraction. The \u201cbeauty\u201d of the era has been elevated to capture the spirit of a hopeful society, one that had joined the World Trade Organisation, won the bid for the Olympic Games, and was finding its place on the world stage at the start of the new century. Some suggest it was a time when people firmly believed that tomorrow would be better than today, and that hard work would pay off.<\/p>\n\n\n\n

The golden age fallacy<\/strong><\/h3>\n\n\n\n

Commentators quickly pointed out that China is not the only one looking back on its most recent heyday. Japan<\/a> is also revisiting the 80s and early 90s \u201cbubble economy\u201d era. From the revival of the 1980s \u201ccity pop\u201d genre of R&B music to the growing interest in \u201cSh\u014dwa nostalgia\u201d, young people in Japan are reflecting on a time when the country was looking ahead during an economic boom. Similarly, Hollywood often looks back on the United States\u2019 various \u201cgolden ages\u201d throughout the post-war period. For today\u2019s generation, the 90s and Y2K era is likely the last \u201cgolden age\u201d remembered, despite the 911 tragedy that shifted the grand narrative away from endless progress.<\/p>\n\n\n\n

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Image: Rednote\/Weibo<\/figcaption><\/figure>\n\n\n\n

For the same reason, the 1990s and Y2K fashion have been featured heavily in today\u2019s mainstream designs, providing the backdrop for the Chinese version to thrive. From \u201cyou wake up one afternoon in 2006\u201d (which garnered over 8 million views on Rednote) to waves of content showcasing late 1990s and 2000s toys and stationery, the post-80s and post-90s generations are revisiting the culture they grew up with.<\/p>\n\n\n\n

These are the good old days<\/strong><\/h3>\n\n\n\n

Hashtags such as \u201cretro\u201d (\u53e4\u65e9, lit. means ancient), \u201c2000s\u201d, \u201cmillennium\u201d, and \u201cChinese dreamcore\u201d have gone viral on platforms such as Douyin, with hundreds of millions of views. Influencers not only try on their mother\u2019s wardrobe but also recreate iconic looks from the 1980s to the 2000s, inspired by pop culture.<\/p>\n\n\n\n

Chinese Y2K nostalgia is born out of economic uncertainty and young people\u2019s lack of optimism<\/p><\/blockquote><\/figure>\n\n\n\n

As with its global counterpart, Chinese Y2K nostalgia is born out of economic uncertainty and young people\u2019s lack of optimism. Much of the \u201cbeauty of economic upswing\u201d comes from the bold fashion, use of colour and designs that contrast with today\u2019s \u201cquiet luxury\u201d or minimal aesthetic. For this reason, many young people dress in the Y2K style to give themselves motivation and confidence, just like the young people walking the streets of Beijing in 2008.<\/p>\n\n\n\n

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Blast from the past: Nike releases Y2K-style ads for retro sneakers<\/a><\/blockquote>