Time for special festivities

Mona Hao, a 29-year-old woman who works at an internet tech firm in Hangzhou, Zhejiang province, plans to spend Spring Festival in traditional garb to express her respect for Chinese culture.

Since her childhood, Hao has worn Tang suits during the Spring Festival. Over time, wearing hanfu, the traditional attire of the Han ethnic group, has become so routine that she, on occasion, also wears it for work.

A big collector of traditional Chinese apparel, Hao owns over 100 sets of hanfu, mainly purchasing them online.

The price for a single piece that she bought could be 300 yuan ($42) to 500 yuan, or even higher.

"For this year's Spring Festival, I plan to buy two to three sets of hanfu costumes in red and with the sign of the dragon to celebrate the Year of the Dragon," Hao said.

She also wants to buy some winter clothing in red, fur jackets and fluffy scarves to match.

As the Spring Festival is one of the biggest gifting seasons of the Chinese lunar year, Hao has also bought modified traditional Chinese clothing for her mother and other female relatives.

Over the years, influenced by Hao, the family has also become more interested in these outfits and has sought her recommendations.

More youngsters in China are making plans for the Spring Festival holiday, looking for new ways to spend their money.

About 83 percent of those aged between 18 and 35 think they, or their spouses, are the primary planners for the festival this year, while the rest say it is their parents, according to the 2024 insights on social media trends during the festival, compiled jointly by market research institute Kantar and Xiaohongshu, a lifestyle-focused social media platform.

The report, based on interviews with 400 young users across first and third-tier cities, highlights that 48 percent of respondents have opted to celebrate the holiday at home, 33 percent plan to return to their hometowns, while 18 percent intend to travel, with 1 percent saying they have no specific plans yet.

The report has found that the top fixed spending during the Spring Festival will be on apparel and accessories (48 percent), snacks, alcohol and beverages (36 percent), fresh agricultural products (36 percent), out-of-home dining (36 percent), and personal hygiene (36 percent).

To celebrate the Lantern Festival, or the 15th day of the Lunar New Year, Hao has plans to buy some lanterns and take them to lantern shows.

"The Lantern Festival is a popular time to wear hanfu — in a white silk jacket and a blue satin skirt," she said.