If you look around your city, you might spot girls wearing hanfu in subways or people wearing T-shirts with Chinese characters on the streets. A new trend is taking hold in China – guochao, or “China-chic”.
如果你環(huán)顧所在的城市，可能會(huì)在地鐵里發(fā)現(xiàn)穿著漢服的女生，或者在街上看到身穿印有漢字T恤的人。一種新的潮流正在中國流行起來——“國潮”。

According to a recently published report, searches related to guochao on Dianping, a lifestyle information platform, have risen by 170 percent from the same period last year, and reviews have risen by nearly 40 percent. China-chic is happening, but what is it?
據(jù)最近發(fā)布的一份報(bào)告顯示，在生活資訊平臺(tái)大眾點(diǎn)評(píng)上，關(guān)于“國潮”的搜索量比去年同期增長(zhǎng)了170%，評(píng)論也增長(zhǎng)了近40%。國潮正在興起，但什么是國潮?

The term characterizes the rise of China’s native fashion trends. It has expanded the concept of “Made in China”, which has been recognized as the representation of Chinese culture and aesthetics offered by homegrown Chinese brands, according to CGTN.
“國潮”一詞代表著中國本土?xí)r尚潮流的崛起。據(jù)中國國際電視臺(tái)報(bào)道，人們一直認(rèn)為“中國制造”是指中國本土品牌呈現(xiàn)出的中華文化和美學(xué)，而國潮擴(kuò)大了這一概念。

China-chic came into the spotlight in 2018. Before that, big-name foreign companies dominated the world market. To win market share, many Chinese brands followed in the footsteps of these Western brands. But that year, Chinese sportswear brand Li-Ning changed things up. During the 2018 New York Fashion Week, Li-Ning introduced its Taoism-inspired Wu Dao collection. The collection not only had a trendy look, but also included elements of traditional Chinese culture. It immediately grabbed attention at home and abroad. As a result, the company recorded 20 percent revenue growth in 2018, marking the first time the brand’s revenue had hit the 10-billion-yuan mark since its founding.
國潮在2018年成為眾人關(guān)注的焦點(diǎn)。此前，世界市場(chǎng)一直由外國大品牌主導(dǎo)。為了贏得市場(chǎng)份額，許多中國品牌跟隨這些西方品牌的腳步。但那一年，中國運(yùn)動(dòng)服裝品牌李寧改變了這一局面。在2018年紐約時(shí)裝周上，李寧推出了以道教為靈感的悟道系列服飾。悟道系列不僅外觀時(shí)尚，還包含中國傳統(tǒng)文化的元素，立即引起了國內(nèi)外的關(guān)注。李寧公司在2018年的營業(yè)收入因此增長(zhǎng)了20%，這是該公司自成立以來營業(yè)收入首次突破100億元大關(guān)。

The trend to embrace domestic brands has since spread rapidly to various sectors and products, from food and drinks to clothing, mobile phones and electric vehicles. For example，White Rabbit, whose sweet candy brings back childhood memories for many, launched its perfume and lip balm. “We want White Rabbit to be a brand that young people want to share,” Shen Qinfeng, the company’s marketing manager, told People’s Daily.
此后，從食品、飲料到服裝、手機(jī)和電動(dòng)汽車，國產(chǎn)品牌備受青睞的趨勢(shì)迅速蔓延到各種領(lǐng)域和產(chǎn)品。例如，以糖果喚醒很多人童年回憶的大白兔，推出了香水和唇膏。“我們希望大白兔成為年輕人愿意分享的品牌，”大白兔的營銷經(jīng)理沈欽峰在接受《人民日?qǐng)?bào)》采訪時(shí)說道。

Now, the guochao trend is “moving to the next stage, where its success will rely, first and foremost, on gaining cultural confidence rather than Western validation”, according to Kerra Zhou, founder of brand strategy consultancy Kerrisma.
據(jù)品牌戰(zhàn)略咨詢公司Kerrisma的創(chuàng)始人Kerra Zhou稱，如今國潮正“步入下一階段，在此階段，國潮的成功將首先依賴于獲得文化自信，而非西方認(rèn)可。”

This March, several Western brands boycotted Xinjiang cotton over “forced labor” allegations. To show national pride and cultural confidence, the “I support Xinjiang cotton” campaign spread across the country. Many Chinese boycotted these Western brands and turned to Chinese domestic brands that support Xinjiang cotton, like Li-Ning and Anta.
今年3月，多家西方品牌毫無根據(jù)地以所謂涉嫌“強(qiáng)迫勞動(dòng)”為由，無端抵制新疆棉花。為彰顯民族自豪感和文化自信，全中國展開了“我支持新疆棉花”的活動(dòng)。許多中國人抵制這些西方品牌，轉(zhuǎn)而選擇支持新疆棉花的中國本土品牌，如李寧和安踏。

No matter how the guochao trend evolves, there’s one thing that won’t change: Behind the craze is people’s positive attitude toward the country’s development and their recognition of and growing confidence in national culture, said Yao Linqing, a professor in the School of Economics and Management at Communication University of China.
無論國潮趨勢(shì)如何演變，可以確定的是：“‘國潮’熱展現(xiàn)的是人們對(duì)國家現(xiàn)在和未來發(fā)展的積極心理狀態(tài)，是對(duì)民族文化的認(rèn)同，更是文化自信的提升?！敝袊鴤髅酱髮W(xué)經(jīng)濟(jì)與管理學(xué)院教授姚林青說道。

以上文章內(nèi)容選自《21世紀(jì)學(xué)生英文報(bào)高中版》，詳情請(qǐng)見《21世紀(jì)學(xué)生英文報(bào)高中版》高二841期