Youthful Nostalgia

Nostalgia is more than a sentiment; it’s also a thriving business. From the resurgence of childhood snack brands to commercial zones designed with vintage aesthetics and old shows on repeat， every corner of culture is being repackaged and sold to satisfy the longing hearts for the past， with Millennials and Gen Z as the primary target audience.

China’s Millennials and Gen Z make up over 39 % of the entire Chinese population.

Age 15 – 29： 232 million

Age 30 – 44： 317 million

Nostalgic Childhood foods and drinks

94.7% of consumers born between 1980 and 2010 are likely to purchase childhood snacks or drinks driven by nostalgia

In 2022， sales of pastries marketed with a childhood nostalgia theme saw an annual growth of over 70% on JD.com

Little Raccoon Crispy Noodles 小浣熊干脆面

Launched in 1995 by Uni-President， this crunchy snack features a cheerful raccoon on its packaging， with flavors like BBQ and spicy crab. Priced at 1 yuan， each pack included a character card from the 108 heroes of Outlaws of the Marsh， sparking a card-collecting craze that remains a cherished elementary school memory for many.

White Rabbit Creamy Candy 大白兔奶糖

Created in the late 1950s， it is one of China’s first domestic milk candies. Often given as a reward for academic success， it also fostered a favorite childhood ritual： folding the candy wrappers into little dancing figures and storing them carefully in a metal box.

Arctic Ocean Mandarin Soda 北冰洋汽水

First released in 1951， the Beijing-based orange-flavored soda was a refreshing luxury for kids during the hot summer months. Keeping the glass bottle required an extra yuan. Vendors often pedaled bicycles， selling the cold soda from foam boxes strapped to the back racks.

Nostalgic Zones

Heping Guoju， Beijing

Located in the basement of Wangfujing Mall and opened in 2019， this 2，400-square-meter retro-themed block transports visitors to 1980s Beijing. Inside， you’ll find a narrow hutong， a post office， a pharmacy， and old-fashioned stores. Staff dressed in period outfits greet guests as they explore scenes of old neighborhoods， green trains， and a bustling market.

City Mart， Shanghai

Hidden in a modern mall， this themed block opened in 2021 recreates 1990s alley scenes with vintage items like thermos bottles and black-and-white TVs. Diners enjoy traditional local delicacies like glutinous rice cake on benches and folding chairs in retro style.

Super Wenheyou， Changsha， Hunan

Opened in 2019， this seven-floor mall in Changsha blends nostalgia with 1980s charm， featuring mud-brick houses， neon signs， vintage record players， and cable cars. Its food street revives the city’s oldest market with 20 local stalls.

Nostalgia on Screen

Classic Drama Viewership on Youku

28% Post-00s generation

27% Post-90s

19% Post-80s

8% Post-70s

4% Post-60s

14% Others

Top 5 Most Rewatched TV Dramas in 2024

1.《甄嬛傳》

Empresses in the Palace， 2011

2.《慶余年》

Joy of Life， 2019

3.《知否知否應是綠肥紅瘦》

The Story of Ming Lan， 2018

4.《西游記》

Journey to the West， 1986

5.《三國演義》

The Romance of Three Kingdoms， 1994

Sources： National Bureau of Statistics of China， JD.com， Youku.com， and Enlightent