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Nostalgia isn’t just a feeling—it’s also a powerful selling tool. Right as China's GDP growth slows and the future feels uncertain, consumers are increasingly drawn to products and stories that evoke the past. Whether it’s retro snacks or hit TV shows reviving bygone eras, some are tapping into a deep emotional connection.
Featuring
- Chu Dandan: TWOC - former editor-in-chief
- Yaling Jiang: Consultant
- Haoyue : Film Producer
To go further
- Middle Earth episode #54 What is the future of China’s animation industry?
- TWOC's article How to Talk About Box Office Performance Like a Pro by Aria Zhang
- TWOC's article about Zong Qinghou ; The Beverage Company That Made China’s Richest Man by Tan Yunfei
- Douyin Accounts about the 1980's : 阿牛小卖部 & 怀旧铺子
Middle Earth is made by China Compass Productions and hosted by Aladin Farré. If you have a China-themed cultural project, like shooting your next documentary, or are looking for a specific talent, please get in touch!
Chinese speaker? Follow our Bilibili account 阿拉丁_说电影 or RedNote (阿拉丁说电影)
The World of Chinese Magazine
A magazine about Chinese society, culture, history, arts, language, and more.