KUNMING — As visitors step onto the flagstone paths of Kunming, capital of Southwest China's Yunnan province, they are gently transported into another era by the city's ancient architecture. Laotian blogger Parn Sivlai, who has more than 1.2 million followers, was captivated during a recent visit to a hanfu (traditional Chinese attire) experience store in Kunming.
"Every set is so beautiful that I want to try them all," Sivlai said, admiring the craftsmanship. After selecting his outfit, he decided to share the charm of the traditional clothing on social media, narrating the aesthetics and cultural stories behind the garments.
Sivlai is part of a growing wave of international tourists who are choosing to connect with Chinese culture through "wearable" experiences.
The trend is gaining momentum nationwide. In the central Chinese city of Luoyang, Henan province, Vietnamese tourist Nguyen Quynh Chi quickly racked up likes after posting photos of herself wearing hanfu near the city's ancient gates. In Beijing, long queues often form near the Forbidden City, where tourists wait to don imperial-style costumes for photo shoots that evoke dynastic splendor.
For American blogger Vivin Qiang, who shared her Chinese-style photo shoot experience earlier this year, the appeal went far beyond visuals. She mentions how her stylist patiently explained the cultural significance of the qipao's frog buttons and the symbolism conveyed through different poses.
"This wasn't like a photo shoot. It felt more like a history lesson on Chinese aesthetics," she wrote in her video.
Thibaut Grzelak from France highlighted the global appeal of China's historical and cultural towns. He tried on hanfu for the first time in Xitang Ancient Town in Zhejiang's Jiaxing. Drawn to the bright colors and elegant silhouettes, the 29-year-old said the experience made him feel "truly blended into the scenery".
To encourage deeper cultural engagement, Xitang actively promotes itself on social media and tourism platforms. Online ticketing, multilingual services and group discounts have made visits more accessible for overseas travelers, contributing to a 40.5 percent rise in group visits.
Experts attribute the soaring popularity of photo shoots in China to improved convenience for inbound travel and the appeal of Chinese culture itself.
Optimized entry policies have made travel a lot easier. Data from China's National Immigration Administration shows that visa-free entries accounted for over 7 million foreign arrivals in the third quarter of this year, representing 72.2 percent of all foreign entries and marking a 48.3 percent year-on-year increase.
The rising number has fueled a shift from rapid sightseeing to deep, experiential tourism. Hanfu, qipao, and various ethnic costumes embody rich history, craftsmanship, philosophy, and etiquette. By donning the attire and striking poses rich in "Chinese flavor", tourists gain a tangible, active cultural connection, experts say.
Social media has also amplified the phenomenon. Photos taken at landmarks, such as the Forbidden City or other historic towns, quickly turn into "check-in routes", inspiring others to follow.
Chinese netizens have responded with widespread warmth and inclusiveness. Comment sections are often flooded with welcoming messages like "Welcome back!" and "Be sure to try our local snacks!"
The experts say the trend signals a move toward deeper cultural engagement by international visitors. It reflects not only a growing enthusiasm among foreigners for traditional Chinese aesthetics, but also a shared desire among Chinese people for visitors to step beyond the frame of a photograph and into the rhythms of everyday life.
