FASHIONABLE TRADITIONS

Shan Zhen, a fashion blogger in her 20s with about 1 million followers on the Chinese social media platform Weibo, recently posted, “Li-Ning sneakers are comfortable and have a great design. I love China Chic!” In the comments section, many users echoed her view and posted their own pictures of the sneakers.

After years of sluggish growth due to rising competition and old-fashioned products, Li-Ning, a sportswear brand founded by former Olympic gymnastics champion Li Ning in 1990, has revived its past glory which began as a sponsor of the 1990 Beijing Asian Games, and again become a well-received fashion brand among young consumers, riding on the trend of China Chic.

Since 2018, China Chic, or , has become all the rage, transforming into a new sales