作者|郭吉安 "春节返乡，剁椒Spicy团队发起了一场多地的市场消费调研。我们聚焦社区的零售温度、各地的潮流变迁、趣味的文旅故事，记录 生长的品牌如何用消费重塑烟火气。 2026的洛阳春节给人一种时空错乱且性别模糊的奇妙眩晕感。 汇聚了应天门、洛邑古城、洛阳博物馆、十字街等诸多景点的九州路定鼎大道一带，随处可见"公主""贵妃"。"她们"身穿齐胸襦裙，外披鎏金 斗篷，满头珠翠华彩，脸上画着流水线般的"网红大眼妆"…… 这群仿佛穿越一般、古人比今人多的盛况早已不稀奇。但今年的人群中，身高一米七五、一米八的大个儿"汉服女"随处可见。尤其到了月挂中 天夜幕降临，不少大个"女人"更是成群结对出没。但只需借着应天门外密密麻麻的商拍闪光灯定睛一瞧，便会发现不对：这些身高直奔 1米8 的"小姐姐"肩宽背厚，举手投足间满是粗犷意味，大笑时露出的喉结更是藏不住破绽。 大群汉服古风仕女中，不少竟是真男人扮的。 "洛阳应天门能不能申请个世界吉尼斯纪录，几万个汉服，一半女装，一半男扮女装，氛围太棒了。"来洛阳旅行的博主发帖惊叹。评论区内， 大量的网友整整齐齐刷起了"武皇包容"表情包。 开放的洛阳城并非在搞什么行为艺术，近半年来，外地、 ...

"汉服经济"的兴起，既是一场传统文化的当代复兴，也是一次消费市场的深刻变革——从小众爱好到百亿产业，从复原考据到创意设计，汉服突 破圈层束缚，融入日常穿搭、时尚秀场、文旅体验乃至国际舞台。传统纹样与现代审美交织，手工技艺与产业链条共融，这场"破圈"不仅是服饰的回 归，更是文化自信与经济创新的双重新生。 作为全国重要的汉服生产基地，山东曹县的汉服产业占据了全国市场的"半壁江山"。近期，明制汉服的持续走热，为曹县汉服产业注入新活力。 记者走访当地多家汉服加工企业发现，随着新年临近，以明制汉服为主的订单需求明显增长，不少企业的生产线满负荷运转，汉服产品销往全国 各地。 在当地原创汉服品牌洛如嫣的展厅里，设计师向记者展示了一款名为"百鸟朝凤"的明制汉服。它在制作过程中采用了对花工艺等技术，保证了图 案的美观和完整性，提升了服饰的精致度与艺术价值。 数据显示，2025年1至11月，曹县汉服销售额突破119.7亿元，同比增长超过10%，市场份额占全国一半以上。从西安大唐不夜城到河南洛邑古城再 到北京故宫，越来越多的古风景区出现曹县汉服的身影，同时，当地汉服产品还远销美国、澳大利亚等30多个国家和地区。 在海宁中国家纺城时 ...

Core Insights - The article highlights the booming Hanfu culture in Luoyang's old town, showcasing its integration with tourism and cultural experiences, which has become a significant economic driver [2][3]. Group 1: Hanfu Economy Growth - The number of Hanfu market entities in the old town surged from 18 at the end of 2022 to 1,360 currently, representing a nearly 75-fold increase in three years [2]. - Over 1.1 million visitors have experienced Hanfu since the beginning of 2023, with a peak of 150,000 visitors in a single day, contributing to a market consumption scale of 1.699 billion yuan [2]. Group 2: Employment and Industry Development - The Hanfu trend has not only revitalized core rental and sales sectors but has also created new job roles such as makeup artists, photographers, and stylists, engaging over 30,000 individuals in the cultural tourism sector [3]. - The number of guesthouses in the old town increased from 13 to 937 in just three years, a growth of 71 times, with an average occupancy rate exceeding 80% [3]. Group 3: Consumer Engagement and Marketing Strategies - The old town has implemented initiatives to enhance consumer experience, including the "Human Fireworks Consumption in the Old City" campaign, where local leaders participate in Hanfu experiences to promote spending [3]. - A total of over 400 market entities, including scenic spots, restaurants, and Hanfu shops, have responded to promotional activities, offering discounts on Hanfu experiences, dining, accommodation, and night tours [3]. Group 4: Long-term Development Plans - Since launching its investment promotion efforts in April 2024, the old town has signed 162 projects covering approximately 159,000 square meters, attracting over 1.28 billion yuan in social investment [4]. - The old town is focused on creating a high-quality cultural experience area, leveraging Hanfu as a medium to drive cultural consumption and enhance local livelihoods [4].

Group 1: Cultural and Tourism Trends - The article highlights a surge in cultural tourism consumption as people travel to enjoy autumn scenery, with many regions creating immersive theme parks that blend performance, scenery, and interactive experiences to enhance cultural engagement [1] - The Long'an Twelve Hours theme district in Xi'an has been revitalized, drawing inspiration from famous Tang Dynasty paintings to recreate the vibrant spring scenes of the era, showcasing a successful integration of art and tourism [3] - The performance "Tang Palace Music and Dance," which combines traditional Tang instruments and dance, is attracting significant tourist attention, indicating a growing interest in cultural performances [5] Group 2: Economic Impact of Cultural Tourism - The immersive experiences in cultural districts have spurred the growth of related industries, such as dining and traditional Hanfu clothing, with over 70% of visitors opting to wear Hanfu [8] - In the past three years, more than 500 Hanfu shops have opened in the vicinity, indicating a thriving "Hanfu economy" that includes rental services, makeup, and professional photography [8] Group 3: Literary Influence on Tourism - The article discusses how literary figures like Lao She and Shi Tiesheng have inspired tourists to explore Beijing's autumn through their writings, showcasing the connection between literature and cultural tourism [9][11] - The vivid descriptions of autumn in Beijing by these authors have led to increased visitor interest in locations that reflect their literary depictions, such as Lao She's former residence and the traditional hutongs [13] Group 4: Seasonal Aesthetics and Visitor Attraction - The autumn season in Beijing is characterized by vibrant colors from various tree species, creating picturesque landscapes that draw tourists [15] - The transformation of Beijing's autumn from pastoral imagery to urban symphony reflects the ongoing cultural significance and emotional resonance of the season [18]