Hanfu fever sweeps China's tourist trail

With foreign tourist numbers rising across China, the sight of international visitors dressed in Hanfu, a form of traditional Chinese clothing, at scenic locations has become an increasingly striking cultural moment.

By the moat of Beijing's Forbidden City - the 600-year-old complex that once served as the imperial palace - Jessica Savano, a travel content creator from the United States, wore a phoenix coronet, carried a round silk fan and posed in exquisitely embroidered attire against red walls and glazed yellow tiles.

"This is a must-do if you ever come to China. I will have these pictures forever. How incredible," Savano said in her vlog. Like her, many foreigners are embracing this immersive way of engaging with Chinese culture and sharing their images across social media.

By June, the #Hanfu hashtag on TikTok had accumulated nearly 300,000 videos, amplifying global interest in traditional Chinese fashion. In one such video, an international student from South Africa showcased her ancient-style photoshoot in Chengdu.

"I feel like the female lead in a Chinese TV drama," she said, drawing close to 40,000 likes. Elsewhere on TikTok, influencers joked, "Unfortunately, I'll never feel pretty again, because this was my photoshoot in China," a humorous way of expressing how these elaborate shoots often feel like a peak moment of beauty.

Comments on these videos are filled with praise from global audiences, who admire the clothing, hairstyles and overall aesthetic. Many users confessed to feeling inspired to travel, writing, "I wish I could go to China for a photoshoot too!"

Next to the Forbidden City, Wangfu Century Plaza has become a major stop for visitors seeking traditional costumes, makeup and hairstyling services. The building hosts hundreds of studios offering these experiences, including one run by Kai Wen (pseudonym). His studio features around 400 sets of traditional garments covering styles from various dynasties.

"Since the beginning of 2025, we've served nearly 70 groups of foreign tourists. Compared to last year, there's been about a 20% increase," he said, adding that visitors ranged from toddlers to people nearly 70. "Most people find it a novel and enjoyable experience when they try on these clothes."

For many tourists, China's cultural richness plays a central role in this growing trend. "Travelling abroad is largely an experience of foreign cultures and a form of cultural consumption, and clothing is an important external expression and carrier of a country or region's culture," said Zhang Jinshan, a research fellow at Beijing Union University.

A feature published by the Shanghai-based Youth Daily observed that foreign visitors today choose traditional clothing not merely out of curiosity but from genuine appreciation. It noted that Chinese attire has evolved over millennia into an aesthetic system that is diverse yet cohesive, offering options suited to different backgrounds and tastes, thereby broadening its appeal.

This cultural engagement is also supported by a sharp rise in global travel to China, spurred by expanding visa-waiver policies. China now has mutual visa-exemption agreements with 29 countries and unilateral visa-free access for nationals of 48 others, covering regions including Europe, Latin America and the Middle East.

As of Nov 23, ports in Beijing had recorded 5.78 million inbound and outbound trips by foreign nationals, a year-on-year rise of 35%. Around 60% of inbound travellers benefited from visa-free or temporary entry permit policies.

In the third quarter, foreign nationals made 7.25 million visits under visa-free schemes, a 48.3% yearly increase and accounting for 72.2% of all foreign entries, according to the National Immigration Administration.

With these rising arrivals, more visitors are exploring traditional clothing experiences and cultural activities, enriching their travel and expanding consumption opportunities. This trend, Zhang said, is helping elevate the overall level of tourism spending in China.