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cover of episode #108 - The Memorablia Economy: Why Some Can’t Stop Dreaming of the 90s

#108 - The Memorablia Economy: Why Some Can’t Stop Dreaming of the 90s

2025/4/12
logo of podcast Middle Earth - China’s cultural industry podcast

Middle Earth - China’s cultural industry podcast
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A
Aladin Fahre
C
Chu Dandan
H
Haoyue
Y
Yaling Jiang
Topics
Aladin Fahre: 我观察到怀旧情绪在中国消费市场中扮演着越来越重要的角色。尤其是在中国GDP增长放缓，未来充满不确定性的背景下，人们对90年代以及21世纪初的经济繁荣时期充满了怀念。这种怀旧情绪不仅体现在对复古零食、服装等产品的追捧上，也反映在电影、电视剧等文化作品中对过去时代的再现。怀旧已经成为一种强大的营销工具，许多商家正试图利用这种情绪来提升销量。 Yaling Jiang: 我作为一名研究中国消费市场的顾问，注意到怀旧营销呈现出多种形式。例如，“红星向前”面包牛奶店，通过复古的设计和产品，成功吸引了不同年龄段的消费者。这反映出中国消费者对过去不同时期的集体记忆和情感需求。在品牌营销中，怀旧可以成为一种有效的策略，但需要精准把握不同世代的消费心理。 Haoyue: 从电影行业的视角来看，怀旧电影的兴起与观众年龄结构的变化以及市场竞争的加剧密切相关。为了吸引更广泛的观众群体，许多电影制作人开始选择怀旧题材。然而，过度依赖怀旧元素也可能导致作品缺乏新意，甚至引起观众审美疲劳。 Chu Dandan: 我在印刷行业工作多年，亲眼目睹了怀旧商店的兴起。虽然怀旧商品有一定的市场需求，但我对它们的盈利能力持保留态度。此外，许多怀旧作品只展现了那个时代光鲜亮丽的一面，而忽略了其背后的艰辛和挑战。怀旧应该是一种对历史的完整呈现，而不是简单的商业炒作。 supporting_evidences Aladin Fahre: 'For example, according to the 2023 GD Leisure food consumption trend insight whitepaper, the sales of nostalgic childhood pastries increased more than 70%.' Yaling Jiang: 'Yes, sure. There's a brand I recently came across called Red Star Forward Milk and Bread Store.' Haoyue: 'Yeah, for sure. You know, from that Jia Ling's last film about her and her mother and, you know, I think that's a big call.' Chu Dandan: 'Yes, I'm interested in this topic because I really saw these nostalgia thieves shops in the street, but I'm not sure if they are profitable.'

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Nostalgia isn’t just a feeling—it’s also a powerful selling tool. Right as China's GDP growth slows and the future feels uncertain, consumers are increasingly drawn to products and stories that evoke the past. Whether it’s retro snacks or hit TV shows reviving bygone eras, some are tapping into a deep emotional connection.

Featuring- Chu Dandan: - Yaling Jiang: Consultant-  Haoyue : Film Producer

To go further- Middle Earth episode #54 What is the future of China’s animation industry?)- TWOC's article How to Talk About Box Office Performance Like a Pro) by Aria Zhang- TWOC's article  about Zong Qinghou ; The Beverage Company That Made China’s Richest Man) by Tan Yunfei - Douyin Accounts about the 1980's : 阿牛小卖部 & 怀旧铺子

Middle Earth is made by China Compass Productions and hosted by Aladin Farré). If you have a China-themed cultural project, like shooting your next documentary, or are looking for a specific talent, please get in touch! 

Chinese speaker? Follow our Bilibili account 阿拉丁_说电影) or RedNote (阿拉丁说电影)

The World of Chinese Magazine)A magazine about Chinese society, culture, history, arts, language, and more.