With the resurgence of traditional Chinese culture, a new wave of nostalgia has swept over the nation, captivating the hearts of many. This phenomenon is particularly evident in the growing popularity of “national style” toys. On platforms like Xiaohongshu, topics related to “domestic building blocks” have garnered nearly 700 million views, with many adults becoming ardent fans.
These toys are not just playthings; they serve as a bridge between traditional culture and modern life. In Quanzhou, iconic landmarks like Kaiyuan Temple and the Bell Tower have been recreated in the form of national style building blocks, alongside traditional toys like the Dragon's Nine Sons figurines and hairpin dolls. For generations who grew up playing with simple toys made from natural materials, these new national style toys offer a nostalgic yet fresh experience.
Childhood Memories: Pure and Simple Joy
The charm of childhood toys lies in their simplicity and the joy they brought. Su, an 80s-born woman, recalls playing with marbles, skipping rope, and collecting stones, all of which filled her childhood with unique memories. These toys, crafted from readily available materials like stones, rubber bands, and bamboo sticks, were products of an era of material scarcity. Yet, they provided endless hours of fun and happiness, representing the pure and innocent joys of childhood.
For boys, the “bamboo dragonfly” was a favorite toy. Made from a bamboo stick with wings, it would soar into the sky with a simple twist and release, carrying their dreams along with it. Another popular toy was the slingshot, fashioned from a Y-shaped twig, some rubber bands, and a piece of leather or cloth. These toys satisfied their adventurous spirit and desire for exploration.
Girls, on the other hand, loved playing with “string figures (翻花绳).” A colorful string looped around their fingers could be manipulated into various shapes, such as noodles, pretzels, or stars. Friends would gather to play together, sharing different patterns and techniques, creating a sense of simple, pure happiness.
In the rural fields of Anxi, Quanzhou, even a sweet potato vine could become a cherished toy. When the vine grew lush and green, children would strip off the leaves, leaving the bare stem, and twist it into bracelets or crowns. The feeling of being a fairy tale princess or prince was vividly etched on their faces.
Growing Up: Embracing New Trends
As they grew older, these children brought their fond memories with them and embraced new trends. A wind-up tin frog toy, for instance, evokes nostalgic memories for many middle-aged people, reminding them of the simple joys of childhood.
In the sunlit afternoons, the narrow streets and ancestral halls of Quanzhou still echo with the sound of elders playing with small paper cards. Known as “four-color cards” or “paizai” in Minnan dialect, these cards are a paper-based adaptation of chess pieces. For the older generation, these games were the best toys in an era without television, computers, or smartphones. Playing four-color cards was a relaxing pastime that accompanied them through countless serene and beautiful afternoons, becoming cherished memories of their childhood and youth. During holidays or leisure time, elders would patiently teach younger generations how to play, scoring not only points but also strengthening family bonds.
Today, Ms. Su, a mother, enjoys dressing her children in traditional attire, buying national style hair accessories, and playing with creative Quanzhou-themed playing cards. These activities help her children learn about traditional culture in a fun and engaging way. Meanwhile, Mrs. Xu, an elder, finds it hard to gather friends for card games, but she enjoys watching her grandchildren play with national style shadow puppets based on the Journey to the West.
The Allure of National Style Toys: From Tourists to Local Enthusiasts
Visitors to Quanzhou, like the travel blogger known as “@Happy Number One,” find immense satisfaction in purchasing national style building blocks as souvenirs. During an April visit, this blogger was captivated by models of the Kaiyuan Temple, Guanyue Temple, Quannan Hall, and the Bell Tower. These intricate models, each representing a piece of Quanzhou's rich history, made for perfect mementos. Bloggers on Xiaohongshu often share the rustic beauty of Minnan-style national building blocks, praising their authentic representation of traditional architecture. Comments from followers range from “absolutely stunning” to requests for building instructions, highlighting the widespread appeal of these toys.
One such enthusiast, known online as “@Labor Practice of Lu Culture,” documented the process of assembling a “Fucuo” ancient building block set. This set, with its 3,000 pieces, took half a month to complete, allowing the builder to experience the laborious process of constructing traditional Minnan architecture. Such activities not only provide a sense of accomplishment but also offer a tangible connection to cultural heritage.
Li, a seasoned creator of cultural products and author of the “Quanzhou Hand-drawn Map” and “Xunpu Dolls (蟳埔娃娃) ” IP, runs a creative merchandise store in Quanzhou. Her store features hand-painted hairpin dolls, inspired by the vibrant imagery of Xunpu women, who traditionally sit by their doorsteps peeling oysters. These dolls, with their bright traditional clothing and intricate hairpins, have become a signature product, particularly popular among middle-aged tourists. These visitors, with their strong purchasing power, seek meaningful experiences that connect them with the charm of traditional culture.
Cultural Confidence and the Rise of National Style
The phenomenon of national style toys extends beyond mere nostalgia. On Xiaohongshu, the topic of “domestic building blocks” boasts over 36 million posts and nearly 700 million views, with adults actively sharing their experiences and insights. According to a report by the Guanyan Report Network, titled “In-depth Analysis and Investment Prospect Research Report of China's Building Block Toy Industry (2022-2029),” the rise of national style culture and shifting consumer attitudes have led many adults to develop a keen interest in building block toys, becoming avid consumers.
Yang Yixin, Secretary and General Manager of the Jinjiang Anhai Cultural and Creative Development Association, observes that middle-aged consumers value the quality, craftsmanship, and practicality of national style products, while younger consumers seek novelty and innovation.
Products like mortise and tenon building blocks and Luban locks appeal particularly to older generations, who appreciate the hands-on experience and the opportunity to revisit childhood memories while engaging with traditional craftsmanship. Younger consumers, on the other hand, are drawn to products with a modern twist on traditional themes. For instance, the Jinjiang handmade product, the Gold Brick Scholar Lamp (金砖状元灯), incorporates elements of traditional Minnan architecture, embodying the cultural aspirations and aesthetic values of the region.
As national style toys continue to capture the hearts of adults and children alike, they play a vital role in bridging the past with the present. These toys are more than just a means of entertainment; they are cultural artifacts that foster a deeper understanding and appreciation of heritage. Whether it's through the nostalgic joy of childhood games or the intricate craftsmanship of building blocks, national style toys offer a unique way to experience and celebrate traditional culture in a modern world. This growing trend signifies a broader movement towards cultural revival, one that values the richness of the past while embracing the innovations of the present.