Adjacent to the Forbidden City, the Wangfu Century Plaza has become a popular destination for tourists who want to wear traditional Chinese costumes, put on makeup and have a hairdo. The building now houses hundreds of studios providing such services, with Kai Wen (pseudonym) operating one of them.

Inside Kai's studio, clothing racks are neatly arranged, displaying a diverse collection of around 400 sets of traditional clothes, which have covered the dressing styles of various ancient Chinese dynasties.

"Since the beginning of 2025, we've served nearly 70 groups of foreign tourists. Compared to last year, there's been about a 20-percent increase in foreign customers," the owner said, adding that his shop had received foreigners as young as two years old and as old as nearly 70.

"Most people find it a novel and enjoyable experience when they try on these clothes," he said.

For many foreign tourists, the unique charm of Chinese culture plays a key role in the traditional costume frenzy.

"Traveling (abroad) is largely an experience of foreign cultures and a form of cultural consumption, and clothing is an important external expression and carrier of a country or region's culture," said Zhang Jinshan, a research fellow at Beijing Union University.