Around the venues of this year's university entrance exams in China, mothers wearing cheongsams (qipao), carrying the auspicious meaning of 'Qi Kai De Sheng' (raising the flag to achieve victory), have once again become a unique June spectacle. In recent years, cheongsams are no longer limited to special occasion wear but are gradually blending into daily life as everyday attire.

'Previously, people mostly bought cheongsams for university entrance exams or weddings, but now young people are buying them for work, shopping, or relaxing in cafes,' said Li Shiping, founder of a roughly 1,000-square-meter cheongsam shop located on the pedestrian street of Huaihe Road, Hefei City, Anhui Province, eastern China.

The refreshing, brightly colored, improved cheongsams displayed in Li's shop seem to be attracting young people the most. Lin Yue, a company employee in her 20s, chose a pastel blue cotton-linen cheongsam and plans to wear it to work with white sneakers. She said, 'Before, cheongsams had the image of formal dresses 'kept deep in the closet,' but now they're perfectly acceptable as work attire.'

According to data, Guochao fashion, which incorporates traditional culture represented by the 'New Chinese Style' into modern clothing, has already formed a consumer market worth 200 billion yuan (approximately 4.7 trillion yen). On social media, the cumulative views for topics related to 'cheongsam styling' have exceeded 100 million, and posts shared by young people like 'cheongsam and jeans' and 'cheongsam and blazer' often receive tens of thousands of saves and comments.

Experts believe that young people are using traditional clothing as a means of self-expression through improvement and innovation, and that this wisdom of 'putting new wine in old bottles' is the key to ensuring that traditional culture is passed down without interruption.