Hanfu kungfu

Branding - T9 Logo. Brand identity animation brand brand identity branding clean clothes brand graphic design logo logo design luxury luxury brand mockup modern motion graphics typographyThis article adopts the notions of chronotope and scalar intimacy to discuss collective identification, in particular Hanfu identity among Chinese youth in the context of contemporary Chinese nationalism. Drawing upon ethnographic interviews and observations of self-identified Hanfu fans in Beijing, China, this paper analyzes how they, through invoking and shifting back and forth across multiple spatiotemporal scales, discursively enact collective and intimate identification among individuals, among Hanfu fan groups (on a local scale), and the general Chinese population (on a larger, national scale). This paper suggests that the great ancient China chronotope (GACC) has played a crucial role in establishing continuity between the present (or other time-spaces) and the ‘past,’ ultimately legitimizing the inseparable link between Hanfu groups and collectives and solidifying great China and collective identity ideologies. It also demonstrates that modern Chinese youth are internalizing the Chinese nationalist ideology in order to establish a sociocultural relationship of belonging to and sharing with Chinese collectives as a way to empower themselves to cope with uncertainty.

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