The myth of nationalism: Chinese consumers’ activities and cultural interpretation in hanfu consumption

Recently, hanfu culture is increasingly popular and influential in China. Some research tend interpret hanfu culture as a symbol of nationalism, or emphasise the influence of nationalism in hanfu culture. However, hanfu culture involves a significant part of consumption activities, while the influence of symbolic references or political implications of clothes in consumption is problematic. Darwing on an eighteen-month ethnographic fieldwork, this article argues that hanfu consumption is driven more by tastes rather than a political agenda of nationalism. Specifically, by intensively engaging the cases of hanfu culture related social events and hanfu consumers’ experiences, this article illustrates that: First, hanfu is interpreted as a part of traditional Chinese cultures in consumers’ opinion; Second, such traditional Chinese culture rather than nationalism is the primary concern in enthusiastic consumers’ mind; Third, casual consumers appreciate the beautiful appearance and extraordinary experience in hanfu consumption, while traditional Chinese cultures are not their primary concerns; Fourth, casual consumers may intentionally keep away from potential political implications. This research advances the theoretical interpretation of political influence in consumption activities by highlighting individuals’ agency. Additionally, it supplements the empirical understandings of hanfu consumption in China, and illuminates a potential direction of exploring contemporary Chines cultural phenomena.