what happened
“In the Mood for Love” is directed by Wong Kar-wai, known for his visually stunning and emotive films such as “In the Mood for Love,” and has attracted huge audiences, with content related to the show receiving an astounding 4.3 billion views on Chinese microblogging platform Weibo.
Set in 1990s Shanghai, “Blossoms Shanghai” depicts a young man’s rise to become a successful businessman through contrasting personal stories against the backdrop of China’s economic boom. The drama stars Hu Ge, Xin Zhilei, Tiffany Tang and Ma Yili.
Gin Take
The series has sparked a wave of nostalgia for old Shanghai, influencing fashion, travel and beauty trends both online and offline since the show began in December.
Blossoms Shanghai, which first launched in December, has influenced fashion, travel and beauty trends both online and offline. Image: Xiaohongshu
The series also sparked a boom in bespoke suits for men, reflecting the elegance of 1990s fashion depicted in the show: a key scene sees the protagonist transform from an unassuming city dweller into a sophisticated gentleman through a bespoke suit.
Chinese tailors are reporting increased demand.
On Xiaohongshu, netizens are sharing tips on how to dress like the characters on the show: “A lot of ready-to-wear clothes are not elegant. Suits should be customized and bespoke, like Blossoms Shanghai,” @Baron shared on Xiaohongshu.
On Xiaohongshu, netizens share tips on how to dress like the characters on the show. Image: Xiaohongshu
Women are enthralled by the aesthetic of the lead character Lili, played by Xin Zhilei: “Her noble aura is amazing. She’s so beautiful it almost bursts my heart. I was mesmerized by Lili’s beautiful 90s-style outfits from the first episode,” @Shen Xian wrote on Xiaohongshu.
Women are fascinated by the aesthetic sense of the lead character, Lili, played by Xin Zhilei. Image: Xiaohongshu
Meanwhile, booking platform Ctrip reported a recent 20 percent increase in searches and bookings for Shanghai, though it’s difficult to attribute the increase directly to the show. But iconic locations featured on the show, such as the Fairmont Peace Hotel, have also seen a surge in bookings and visitor interest, a boom that’s likely to continue as travelers make plans for next month’s Lunar New Year holidays.
Jing Take covers major news stories and presents our editorial team’s analysis of what it means for the luxury industry. In this regular column, we analyze everything from product discontinuations and mergers to the heated debates erupting on Chinese social media.
