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What looks like a professional photoshoot in a fashion magazine, is actually a local photo service found in one of China’s many popular tourist destinations. Dressing up as various ethnic minorities is not just a souvenir for domestic Chinese travelers; it presents a chance to indulge in a glamorous fantasy.

Exquisitely blushing cheeks, voluminous artificial eyelashes, meticulously styled hairdos, alluring ethnic garments, and enchanting landscapes. These are the captivating elements of the “ethnic-themed photo” (民族风写真) trend that has become increasingly popular on Chinese social media.

The trend is all about Chinese domestic tourists, predominantly young women, who adorn themselves in the traditional attire of China’s ethnic minorities while exploring various regions across the mainland, seeking to capture glamorous moments for their social media posts.

The favored destinations for these photoshoots predominantly encompass regions like Yunnan, Xinjiang, or Tibet— home to various Chinese ethnic communities. For the shoots, they usually wear popular ethnic dresses that are aimed to simulate those worn by people belonging to the Tibetian, Miao, Naxi, or other ethnic groups who each have their own unique cultures and traditional clothing.

Meanwhile, a flourishing industry has emerged to cater to the production of these ethnic photos for tourists. While some visitors simply rent ethnic dresses from shops, many opt for more comprehensive and professional services provided by local photo studios that offer a convenient “one-stop” experience.

Ethnic photos shared by netizens on Xiaohongshu.

Situated in popular tourist destinations, these studios not only provide an extensive selection of ethnic dresses and accessories, but also skilled makeup artists catering to individual preferences, professional photographers capturing moments throughout the daytime excursions, and photo editors perfecting the final photos.

For example, a studio located in Lijiang, Yunnan, promoting its services on the social media app Xiaohongshu, boasts a diverse collection of more than 300 dress choices along with complementary accessories. Their offerings encompass makeup services, ranging from applying false eyelashes and intricate small-scale face painting to skillfully braiding hair.

A studio located in Lijiang advertising on Xiaohongshu. It offers ethnic dresses, makeup, photography, and retouching starting as low as 59 yuan ($8.5).

The studio even promises to deliver the final retouched photos within just 24 hours. Prices for these convenient “one-stop services” differ, starting from less than 100 yuan (approximately US$14) and going up to over 1700 yuan (about US$240). The final cost depends on several factors, including the studio preference, preferred styles, the number of people in the photographs, and the quantity of retouched photos the tourists opt for.

 
Unique Captures: The Thriving Dress-Up Photography Industry
 

As the trend of snapping ethnic-inspired photos during trips gains traction in China, the idea of indulging in dress-up photoshoots with stunning makeup and glamorous outfits is not exactly new.

Photography studios specializing in diverse personal portrait services have been a fixture in China for quite a while. These all-inclusive packages usually encompass makeup, hairstyling, outfit selection, backdrop arrangement, skilled photography, and the final retouching.

Some of these studios focus on offering uniquely themed photo shoots, from Tang Dynasty to Disneyland or the magic world of Harry Potter. The customs and backdrops are usually carefully crafted to create extraordinary settings. It is quite common for people to have a series of artistic photos captured for special occasions, such as birthdays, anniversaries, graduations, or weddings (read more about wedding photoshoots in China here).

Haimati (海马体), a trending photography studio, advertising their new styles of Alice in Wonderland and Harry Potter photoshoots.

In recent years, this concept of unique photoshoot experiences has been embraced within the realm of travel. What were previously staged backgrounds painted on canvases have evolved into real tourist attractions, and the studio attire has made way for genuine local outfits. Rather than opting for Disney princesses or Hogwarts students’ costumes, Chinese tourists are now embracing a variety of outfits like kimonos, Hanbok, and Chut Thai as they explore destinations like Japan, South Korea, and Thailand.

Netizens posting photos of themselves in Chut Thai, traditional Thai clothing, when visiting Thailand on Xiaohongshu.

Netizens posting photos of themselves in Hanbok, the traditional clothing of Korea, when visiting Seoul on Xiaohongshu.

Netizens posting photos of themselves in kimonos when visiting Kyoto and Tokyo on Xiaohongshu.

The popularity of these practices has grown so much that many Chinese internet users have shared stories of mistaking young women wearing kimonos for locals and asking them for directions, only to find out they are fellow Chinese tourists. As one internet user commented on a video featuring people in kimonos in Kyoto, “It seems like around 90% of the people wearing kimonos on the streets of Kyoto are Chinese.”

In answer to this tourist trend, Chinese photography studios have started to broaden their horizons and new industries have sprung up in bustling domestic tourist spots in China. These industries offer comprehensive services similar to those provided by traditional studios, but making the people in the photographs look more exotic, elegant, and enchanting.

 
Following the Stars and Praising the Country: Embracing Ethnic Attire
 

While the trend of donning ‘exotic’ outfits for sophisticated photoshoots is not new (and not unique to China), the recent growing popularity of local photoshoots themed around Chinese ethnic minority groups is about more than China’s thriving themed-focused photography industry alone – ethnic-themed photos possess a unique appeal for Chinese travelers.

Chinese social media and celebrities have played a significant role in inspiring numerous people to embrace the ethnic clothing trend. Celebrities like Yang Chaoyue (杨超越) and Mao Xiaotong (毛晓彤) frequently appear in online conversations about ethnic-themed photography. Admiring the beauty of these celebrities in ethnic dresses, many bloggers on Xiaohongshu use their photos as references to analyze outfits and photo filters, aiming to recreate similar styles during their own travels. One Xiaohongshu user excitedly shared, “I can’t believe I achieved the same kind of ethnic look as Yang Chaoyue!” alongside a picture of herself dressed similarly to the Miao ethnic group.

Photos of Yang Chaoyue (left, source) and Mao Xiaotong (right, source) in ethnic dresses.

Some individuals take the trend a step further by fully immersing themselves in a fantasy world through dressing up. One Chinese blogger portrays herself as a “playful chieftain’s daughter, beloved by many,” while adorned in ethnic attire. Another, set against a backdrop of snow-covered mountains, describes the liberating sensation of embodying a carefree “daughter of the gods” (神明少女) and a radiant Gesang flower (格桑花) — a bloom cherished by the Tibetan people as a sacred symbol of love and good fortune. To them, ethnic clothing offers an escape from the ordinary routines of daily life, allowing them to embrace a desirable alternate reality within their imaginations.

Furthermore, in contrast to foreign attires such as kimonos, ethnic dresses hold a unique allure as they symbolize the ethnic diversity within China, evoking a sense of patriotism among Chinese travelers.

Recently, numerous videos have emerged featuring bloggers proudly donning traditional clothing from the 55 ethnic groups, apart from the Han majority, with the goal of showcasing ‘the charm of Chinese culture.’

A screenshot from a Bilibili video featuring the blogger wearing traditional costumes of various ethnic minority groups. The video proudly presents itself as “Showcasing the beauty and allure of China’s 56 ethnic groups.”

The growing trend of ethnic photos is being embraced as a way to honor China’s abundant cultural legacy and the essence of being Chinese. “Chinese girls indeed look stunning in red,” one netizen expressed in a blog post featuring photos of her donning a vibrant red Monongalia dress, accompanied by a national flag emoji within the sentence.

A screenshot of the netizen’s Xiaohongshu post.

Perhaps unsurprisingly, this trend and its patriotic undertones have garnered support from Chinese state media, with the People’s Daily recognizing ethnic minority-themed photoshoots as a contemporary portrayal of Chinese ethnic traditions, highlighting “the distinct aesthetics inherent in Chinese traditional culture.”

 
Perpetuating Problematic Portrayals of Ethnic Minorities?
 

While there may be plenty of positive stemming from the revival of public interest in China’s ethnic minority communities through the ethnic photoshoot trend, there are also some less rose-colored consequences to consider.

Firstly, certain popular ethnic photoshoots might inadvertently perpetuate problematic portrayals of ethnic minority cultures. While ethnic photos claim to provide a glimpse into the cultures of ethnic minorities, their primary focus lies in showcasing the beauty of those being photographed for social media purposes, often at the expense of the authenticity of the minority culture they claim to represent.

The ethnic dresses provided by studios for tourists often display mismatches with local traditions. For instance, some tourists dress up as Tibetans in Miao villages, while studios located in Yunnan, home to major ethnic groups like Yi, Bai, Hani, Zhuang, Dai, and Miao, allow customers to don Uyghur outfits, even though Uyghurs are primarily found in the Xinjiang Uyghur Autonomous Region.

Additionally, many so-called ethnic dresses are often modified to serve customers’ demands. This may include incorporating elements like black chiffon skirts into traditional Miao attire or introducing ditsy floral patterns to traditional Tibetan dress.

These disparities highlight that the contemporary trend often diverges significantly from the genuine portrayal of the minorities it purports to represent (sometimes, the costumes really have more to do with imaginary minorities than representing actual traditional attire). Instead, it frequently caters more to tourists seeking a fantastical and fun experience rather than fostering genuine insights into local traditions and realities.

A traditional Miao dress posted by China & Asia Cultural Travel (left) and the “Miao dress” provided by a photography studio (right).

A traditional Tibetan dress posted by Tibet Vista (left) and the “Tibetan dress” provided by a photography studio.

As the ethnic photo industry continues to expand, questions also arise concerning its repercussions on local economies and the communities residing within these popular tourist spots.

Accounts from tourists in Lijiang, Yunnan, paint a vivid picture of a bustling scene, where the entire Lijiang old town is alive with visitors seeking opportunities for ethnic-themed photography. One observant netizen notes, “It’s not an exaggeration to say that you can find an ethnic photography studio every ten steps in Lijiang.”

Does this intense enthusiasm for ethnic photos actually serve as a catalyst for local economic growth? Or will it inadvertently reduce the rich cultural experience in these tourist destinations into mere picturesque settings for photography? Is there a risk of these places becoming the next Zibo, experiencing a temporary surge in popularity at the expense of the peaceful lives of local communities, only to eventually face a decline in popularity?

Chinese netizens seem less preoccupied with deeper discussions about the impact of ethnic minority representations and their influence on these tourist destinations. Online conversations are largely dominated by tourists showcasing pretty photos of themselves, while studios vigorously promote their services in a fiercely competitive market.

Photo by Life Photo
生活视觉女子写真摄影.

Where does the future trajectory of the trend of ethnic photos lead? Will it simply continue to exist as another form of exquisite photo service, providing people with an opportunity to escape from mundane life and experiment with different styles for cherished memories? Or will it evolve into something more significant, igniting broader discussions on cultural representations and the far-reaching influence of tourism?

Images via photo studios promoting their services on Taobao.

While some may find the trend problematic and complex, many see it as merely photogenic and fun. In the end, regardless of where the ethnic photo hype ultimately will lead, it crystallizes a moment where the interplay of China’s social media’s lens, the surge in domestic tourism, and the intrigue surrounding ethnic minorities seamlessly intersect. Whether it’s a mere snapshot in time or a lasting chapter, this phenomenon captures a blend of cultural curiosity, social media dynamics, and new Chinese traditions in the digital era.

By Zilan Qian
Follow @whatsonweibo

Featured image is part of a ethnic photoshoot in Lhasa in 2021, copyright by What’s on Weibo.

This article has been edited for clarity and commissioned by Manya Koetse.

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