In recent months, a unique cultural phenomenon, "中式梦核" (Chinese Dreamcore), has rapidly gained traction across Chinese social media platforms. This trend taps into a deep-seated sense of nostalgia that resonates strongly with many Chinese consumers, reflecting a longing for the past. Chinese Dreamcore is a visual art style defined by its dreamy, nostalgic elements—often including low-fidelity images and videos that evoke the early 2000s. For foreign brands looking to engage with the Chinese market, understanding Chinese Dreamcore offers a valuable insight into the emotional landscape of contemporary Chinese consumers.
The Emotional Appeal of Chinese Dreamcore
Chinese Dreamcore is more than a fleeting aesthetic trend; it serves as a powerful emotional trigger, tapping into the collective memory of an entire generation. Common motifs within this style—such as retro residential buildings, vintage furniture, the Windows 98 interface, and references to QQ—are not merely nostalgic touches, but symbols deeply connected to the formative childhood experiences of China’s Millennials and Gen Z. These elements evoke a sense of familiarity and nostalgia, transporting viewers to a simpler, carefree time in their lives.
🖕🏻Key elements in Chinese Dreamcore
The allure of Chinese Dreamcore lies in its ability to provide a "cyber sanctuary" for those feeling overwhelmed by the stresses of modern life. In an era of rapid technological change and increasing social pressures, Chinese Dreamcore offers a comforting escape.
It creates a “liminal space” that is at once both familiar and surreal, prompting introspection about the past and present. This reflective space allows for the creation of a shared bond among individuals, as they find solace in collectively reminiscing about a bygone era. For many, Chinese Dreamcore offers a chance to reconnect with childhood memories and to relive moments of innocence.
One person shared, "If there were a time machine, even if it were very expensive, I would do everything I can to go back to my childhood—to feed the fish with my grandmother or ride the carousel at the amusement park again. This is what Chinese Dreamcore represents—a place that says, 'You can go back, but no one is there anymore.'"
For foreign brands aiming to build long-term relationships with Chinese consumers, understanding this emotional connection is essential. Nostalgia, in this context, is not merely a marketing tactic but a profound emotional driver that influences consumer behavior. By aligning with these emotions, brands can foster a sense of authenticity and resonate deeply with their audience, far beyond product features alone.
The Power of Nostalgia Marketing in China
Nostalgia marketing is a powerful strategy that leverages consumers' positive memories to build an emotional connection with a brand, ultimately influencing purchasing decisions. In China, this strategy has proven highly successful for both domestic and international brands.
OLAY's "Always Her" campaign
with Maggie Cheung
👆🏻 Maggie Cheung's poster in 2003 and her TVC in 2023
In 2023, OLAY launched the “Always Her” campaign, featuring brand ambassador Maggie Cheung. The campaign was a notable success because it capitalized on the longstanding trust between OLAY and Cheung, established over two decades of collaboration. Their first partnership began in 2003 and lasted for eight years, with Cheung’s graceful image becoming iconic in OLAY’s advertising.
This campaign focused not on product promotion, but on emotional connection, with the advertisement featuring Cheung’s personal narration and a relaxed portrayal of her daily life. The message of female independence and self-love resonated with audiences, reinforcing OLAY’s brand image while also evoking nostalgic feelings tied to past collaborations.
Sanjiu Weita's
Nostalgia Metro Advertisement
👆🏻The poster says:“Jessica, Tina, Mark, Jeffery, you have to eat ontime (in Shanghainese dialect)”
Another example is Chinese medicine brand Sanjiu Weitai’s innovative metro advertisement launched ahead of Chinese New Year in Shanghai. Known for its trendiness, Shanghai provided a unique backdrop for the campaign, which cleverly incorporated "tuwei" (土味) elements—popular with older generations. The ad's design featured vintage, colorful PPT slide aesthetics and copy written in a retro 1960s editorial style, evoking a sense of nostalgia and familiarity. This creative approach triggered warm, family-oriented feelings, suggesting care and connection from one generation to another.
Challenges and Considerations for Brands
While Chinese Dreamcore presents exciting opportunities for foreign brands, it also presents certain challenges. One primary concern is the risk of cultural misappropriation. Brands must ensure they are adopting Chinese cultural elements with respect and understanding, not merely for superficial appeal. Failure to do so can lead to negative reactions and harm a brand’s reputation.
Another critical consideration is brand positioning. For example, Balenciaga’s 2021 Qixi (Chinese Valentine’s Day) campaign received widespread criticism for its attempt to tap into "tuwei" culture in a way that felt forced and inauthentic. The campaign, which featured models in a retro setting with low-quality effects and awkward poses, was criticized for being "tacky to the point of being eerie" and was poorly received by Chinese audiences. This incident raises the question of whether luxury brands should be so grounded in their marketing efforts, as this can conflict with the luxurious atmosphere they have long cultivated.
Moreover, it’s essential to avoid the trap of forced nostalgia. Nostalgia marketing is most effective when it feels organic and authentic. Brands should not attempt to impose a sense of nostalgia on consumers but should instead tap into existing cultural references and emotional connections. Those who fail to recognize the subtleties of local context risk creating campaigns that feel inauthentic, which can alienate the very audience they are trying to engage.
Conclusion:
Chinese Dreamcore is more than just a passing trend—it represents a cultural shift with the potential to reshape how foreign brands approach the Chinese market.
By understanding the emotional depth behind its appeal and leveraging the power of nostalgia marketing, brands can forge deep, lasting connections with Chinese consumers.
However, to succeed, brands must approach this opportunity with sensitivity and cultural awareness, avoiding the pitfalls of cultural misappropriation and superficial marketing.
For those willing to engage with Chinese Dreamcore in a thoughtful and respectful way, the rewards can be substantial, as they tap into the nostalgia-driven consumer sentiment that is influencing the future of China’s market.
Double V Consulting is a marketing consultancy specialized in female consumer goods brands. We have been helping overseas brands navigate the complexities of the Chinese market since 2017. We specialize in creating strategies that resonate with Chinese female consumers, leveraging deep market insights and cultural understanding.
If you're interested in learning more about how we can assist your brand in understanding and connecting with Chinese consumers, don't hesitate to reach out here
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