I. Changes in the international environment. The national culture has always shown signs of undercurrent, but it lacks the opportunity to erupt. The change of external environment and the 20 18 Sino-US trade war gave domestic brands a chance. Many domestic brands like to combine fashion design and national cultural elements with young consumption to form a "national trend" fashion. The national tide also began to rise from this time.

Second, social and economic changes. Let's take Japan for example. Fifty or sixty years ago, the Japanese middle class was crazy about western luxury goods. With the economic depression after 1990s, the Japanese stopped pursuing foreign brands, which was followed by the rise of Japanese cultural brands such as "breakup" and "minimalism". Although China's economy is not as depressed as that of Japanese in 1990s, China citizens are more rational about money and consumption, rather than just pursuing the vanity brought by foreign brands.

Third, the need for cultural identity. Every country has its own unique cultural cognition. If brands make good use of cultural resources, they can export their own culture, such as Swiss watches, Belgian chocolates and French red wine. Similarly, citizens also need this product with cultural identity to flaunt and identify themselves.