Confidence, increased exposure

Zhu Liyue, who fronts the band, believes that newfound love of the young for traditional culture stems from confidence in their country.

"They are living in an era when China is strong and moving toward rejuvenation," he says, adding that people in a more developed China are able to produce better products to promote their culture.

His view is shared by Zhang Yiwu, a cultural studies professor at Peking University who believes that the passion of the young for traditional culture indicates the relative stability, wealth and prosperity of today's society — which is different to the one their parents knew, when people had to work harder to make a living.

"Foreign language skills have also improved greatly, which enables young people to learn about other cultures," he says. While young Chinese show an interest in Western culture through foreign literature and cinema, they feel a deeper connection to Chinese culture, which is woven into their upbringing.

Traditional culture now has a lot more exposure thanks to social media, movies and TV dramas, and with cultural elements incorporated in important occasions — like the opening ceremonies of the Beijing Summer and Winter Olympics, and in the national uniforms of Chinese athletes — young people are inspired to learn more about their culture.

Many are also working in jobs related to the promotion of traditional culture and enjoy good prospects, Zhang says. "This is both a result of their love for their culture and a response to this social trend," he says, adding that they go on to inspire others in a virtuous circle.

According to the National Bureau of Statistics, China's cultural industry and related industries contributed nearly 5.38 trillion yuan ($737 billion) — or 4.46 percent — of the country's gross domestic product in 2022.