With the continuous expansion of the community of enthusiasts, the influence of the Hanfu movement is gradually becoming evident across the country. However, during Hanfu promotional activities, some issues are not hard to spot. For example, the content of promotions tends to be straightforward and direct, the methods used are often simplistic and aggressive, and the effectiveness of these promotions is not always clear. In my usual promotional process, we often find that only a few people are willing to listen and learn about Hanfu culture in our events with dozens of participants. Many more people view Hanfu promotional activities as mere show or play. Therefore, I have reflected deeply and referred to ancient military strategies, hoping to contribute a little to the promotional efforts of fellow enthusiasts. The reason I refer to the Sixteen Strategies is to emphasize that the Hanfu movement is not just about spreading culture; it is a war without gunpowder. It is a battle between the thousands-of-years-old Chinese culture and Western culture, a conflict between Eastern and Western values. Some may think this is an exaggeration, but I believe that
Hanfu, also known as traditional Han clothing, is the traditional attire of the Han ethnic group in ancient China. It has evolved over time while maintaining its fundamental principles, reflecting the unique styles and characteristics of each dynasty. From the open and vibrant style of the Tang Dynasty, as seen in the high-chested robes, to the graceful elegance of the Song Dynasty, as seen in the long jackets and skirts, and the dignified conservatism of the Ming Dynasty, as seen in the mamian robes and skirts, Hanfu is a treasure of traditional Chinese culture. It embodies the wisdom of ancient Chinese people and has gained increasing attention and love from young people in modern times. This is not only due to the beauty of Hanfu itself but also closely related to the development of internet and new media. Initially, when the internet was not widespread and most people obtained information from television, Hanfu was a little-known concept, often confused with costumes seen on TV. With the rapid development of the internet, more people began to communicate online, leading to the emergence of platforms like Weibo and forums. Hanfu culture initially gained popularity through these platforms, attracting many enthusiasts who voluntarily spread it, gradually drawing attention in small circles. The advent of 4G networks and the rise of smartphones as the primary internet access devices further promoted Hanfu culture through short video apps like Douyin and Kuaishou. There are various forms of promoting Hanfu culture, such as the China Huafu Day organized by the Central Committee of the Communist Youth League. Held annually in early March, which is the birthday of the Yellow Emperor and also the Shangsi Festival, the event aims to remember our roots and move forward, making it the most official and largest Hanfu celebration. By May 2020, the Huafu Day had been held several times, each featuring large-scale Hanfu fashion shows live-streamed online, attracting many netizens. Hanfu merchants, such as Huachaoji and Hanshang Hualian, also contribute significantly by using their fame to organize Hanfu fashion shows. Other merchants like Chixia promote Hanfu through short video dramas on platforms like Douyin and Weibo. The most representative group is the Hanfu Restoration Team, which has been active for years, transforming their hobby into a profession and even publishing authoritative works like “Han and Jin Clothing” and “Chinese Dress,” which serve as professional references for Hanfu research. Unlike other common methods of promoting Hanfu culture, this work uses micro-animations for dissemination. Micro-animations use cartoon animation to tell a complete story within a few minutes. Using micro-animations to spread Hanfu culture is innovative, as most promotions rely on traditional means like documentaries and magazines or new media methods like vlogs. Micro-animations are more novel, intuitive, and memorable, making them easier to attract attention.
The planning and marketing strategy of the Hanfu Society's External Relations Department includes the functions and activities of the department, as well as personnel allocation. Promoting Hanfu culture is crucial in reviving Hanfu, and this involves close cooperation with the Publicity and Planning Department. Additionally, the Zanhuage (Flower Pin Pavilion) and Han Dance Department play important roles. The promotion does not only focus on Hanfu but also encompasses the promotion of etiquette, festivals, and customs, which are interrelated and inseparable. Based on this, we have the following activities: (I) Daily Promotion [Offline]: We will organize members to wear Hanfu and walk around the campus or streets to provide educational information about Hanfu culture, correcting misconceptions and misidentifications of Hanfu. Members can also wear Hanfu when going out or attending classes to promote it among classmates, friends, and strangers. (II) Brochure Promotion [Offline]: We will distribute brochures containing information about Hanfu styles and culture both on and off campus. (III) Poster Promotion: We will create posters about Hanfu culture and post them around the campus. (IV) Lecture Promotion: We will hold lectures on Hanfu culture, including dance performances and audience interactions. (V) Online Promotion: We will collaborate with other departments to promote Hanfu culture through Weibo, WeChat posts, and Tieba posts. 2. Traditional Festival Event Planning: We are responsible for planning traditional festival events, such as the Flower Festival and Mid-Autumn Festival. For the upcoming Dragon Boat Festival, our members will wear sachets and participate in activities with the Tianjin Hanfu Society. We will also publish content about the origin and customs of the Dragon Boat Festival on WeChat. During each traditional festival, we will publish information about the customs and organize activities to promote traditional culture.
This work, as a Hanfu micro-animation, showcases the evolution of Hanfu through dreamlike scene transitions. It not only demonstrates the inheritance and changes of Hanfu culture but also highlights China's unique style, combining dynasties and music to present a rich Chinese cultural atmosphere. As an animation, it attracts young viewers, facilitating the rapid and convenient spread of Hanfu culture and knowledge. At the same time, it promotes the cultural styles of various Chinese dynasties, aiming to make more people accept and even love Chinese culture.
On the morning of April 7th, the first Jiaozuo Hanfu Animation Cultural Festival, organized by Jiaozuo Liberation Cultural Tourism Development Investment Co., Ltd. and hosted by the China Five Thousand Years Animation Cultural Project Promotion Association, opened at Jiaozuo Film City in Jiaozuo. Attending and giving speeches were Vice Mayor Wang Fuju of Jiaozuo Municipal Government, Chairman Zheng Xutao of the China Five Thousand Years Animation Cultural Project Promotion Association, Secretary Mi Jiwen of the Jiaozuo Municipal Culture, Radio, Television, and Tourism Bureau, Secretary Pang Hong of the Jiaozuo Municipal Federation of Literary and Art Circles, and Secretary Wu Jun of the Jiaozuo Liberation District Party Committee.
In response to the call of the times, the Hanfu Society at Yantai University actively prepared and held the “Hanfu Cultural Festival” to promote Hanfu etiquette and Chinese culture. The purpose of the event is to increase students' understanding of Hanfu and use its aesthetic appeal to draw attention to and raise awareness of its importance among college students. Hanfu, as a symbol of the Han nationality, is closely linked to the profound Han culture. Through this event, we aim to vigorously promote traditional national culture and encourage students to value and protect it. Preparations include active publicity, creating promotional boards, using banners if necessary, making and posting promotional posters, contacting class presidents and responsible persons within the college, and leveraging social media resources. We will also prepare various programs for the event, including recruiting dancers within the school.
On the morning of April 7th, the first Jiaozuo Hanfu Animation Cultural Festival, organized by Jiaozuo Liberation Cultural Tourism Development Investment Co., Ltd. and hosted by the China Five Thousand Years Animation Cultural Project Promotion Association, opened at Jiaozuo Film City. Attending and giving speeches were Vice Mayor Wang Fuju of Jiaozuo Municipal Government, Chairman Zheng Xutao of the China Five Thousand Years Animation Cultural Project Promotion Association, Secretary Mi Jiwen of the Jiaozuo Municipal Culture, Radio, Television, and Tourism Bureau, Secretary Pang Hong of the Jiaozuo Municipal Federation of Literary and Art Circles, and Secretary Wu Jun of the Jiaozuo Liberation District Party Committee.
Chairman Zheng Xutao of the China Five Thousand Years Animation Cultural Project Promotion Association expressed sincere gratitude to the city and district leaders and relevant departments for their support. He stated that the Huai River region has nurtured a brilliant historical and cultural heritage, and the mountains and rivers have cultivated generations of outstanding talents. The China Five Thousand Years Animation Cultural Project Promotion Association aims to promote excellent traditional Chinese culture, create more and better spiritual nourishment for children and adolescents, and contribute to the development of China's animation industry. Today, this event uses the popular form of Hanfu animation culture to promote and carry forward excellent traditional Chinese culture, which is both a duty and a responsibility. Moving forward, they will work together with Jiaozuo to continue promoting Hanfu animation culture, continuously meeting the public's expectations for a better life and allowing Chinese culture to shine brightly in the new era.
The development of new media and short videos has led to the entry of various individuals and groups into the platform, resulting in diversified promotion of Hanfu culture. For example, Li Ziqi, a blogger with 55.4 million followers on Douyin, promotes excellent traditional Chinese culture through high-quality videos, often appearing in Hanfu or Han elements, receiving praise from both domestic and international audiences. “Zhi Lanjing,” a tourism blogger with 9.8 million followers on Douyin, travels the world in Hanfu, bringing Hanfu culture to a global audience, and has received 780,000 likes on Douyin. Blogger “Peng Peng Peng,” who declares “National is International,” plays the guzheng in Hanfu on foreign streets, attracting curiosity and praise from foreigners and gaining 7.766 million followers and 9.324 million likes on Douyin. The promotion by Hanfu travel bloggers, traditional crafts bloggers, Hanfu culture knowledge bloggers, Hanfu model short films, and Hanfu society activities, as well as Hanfu career recommenders like Ling Qingzi with 2.7 million followers, makes Hanfu culture ubiquitous on the Douyin platform.
In response to the call of the times, the Hanfu Society at Yantai University actively prepared and held the “Hanfu Cultural Festival” to promote Hanfu etiquette and Chinese culture. The purpose of the event is to increase students' understanding of Hanfu and use its aesthetic appeal to draw attention to and raise awareness of its importance among college students. Hanfu, as a symbol of the Han nationality, is closely linked to the profound Han culture. Through this event, we aim to vigorously promote traditional national culture and encourage students to value and protect it. Preparations include active publicity, creating promotional boards, using banners if necessary, making and posting promotional posters, contacting class presidents and responsible persons within the college, and leveraging social media resources. We will also prepare various programs for the event, including recruiting dancers within the school.