중국 궈차오(国潮)열풍 - 전통브랜드 소비와 홍색관광 사례를 중심으로

Abstract

As the U.S.-China trade dispute and the Chinese government's policy to strengthen local brands due to COVID-19, which began in 2018, coincides with the 100th anniversary of the founding of the Chinese Communist Party, Guo Chao, a new consumption trend focusing on Chinese local brands, is drawing attention. "Guo Chao" is a new term that combines Chinese traditional brand "Guo" and "Chao," which means trend, and refers to Chinese cultural trends with three elements of Chineseization, trendization, and globalization. Currently, the Guoqiao craze, which has entered the third generation, is expanding to various areas such as culture and daily life content, and at the center of the Guoqiao craze are the 90th and 00th generations called the Zth generations. This study examines the main characteristics and status of Guoqiao + Traditional Brand Consumption and Guoqiao + Red Tourism as examples of China's Guoqiao craze, and presents a strategy to China that can actively utilize Guoqiao in line with Chinese consumers' enthusiasm for patriotic marketing. The Guoqiao craze will have a positive effect in that it is the expansion of China's domestic market and the growth of foreign trade. On the other hand, if evaluated as nationalism pursuing only its own interests, it will have a negative impact on international relations and the global economy. Therefore, it will be a part to pay attention to how patriotic marketing, traditional Chinese brand success, and red tourism will affect the international situation through China's Guo Chao craze.