Why has public opinion made a U-turn on the floral print over the last decade?

Experts say that dongbei dahua designs have found increasing resonance with modern urbanites because they could easily evoke collective memories in which the print was popular in large swaths of China.

The popularity of dongbei dahua has also coincided with the rise of guochao, a consumption trend wherein younger consumers prefer products with Chinese cultural elements. The print is viewed as one of the visual symbols from China’s recent history.

In addition, rock music has also helped alter the stereotypical perception of the flamboyant print in youth culture.

Second Hand Rose, a popular rock band hailing from Northeast China, is known for incorporating folk culture, especially Errenzhuan, with rock music. Dongbei dahua is featured heavily in the band’s album designs and merchandise. Band members also often perform in costumes made of the floral print, inspiring fans to follow suit and see the print as cool and non-conformist.