Business · Companies · 3 hrs ago
Luoyang seeks to sustain its booming Hanfu tourism business
Luoyang’s Hanfu tourism business has grown rapidly, with visitors wearing traditional-style clothing at historic sites and scenic spots in the Chinese city.
The industry now serves more than six million visitors a year and has created over 30,000 jobs, including work in styling and hair accessories.
The boom also brought fierce price competition, and some shops cut service time or used lower-quality cosmetics to keep prices down.
Visitors now expect better quality, and businesses say competing mainly on low prices can hurt the experience.
Local authorities are tightening industry rules, requiring shops to display prices and setting up training and a platform to regulate photography bookings.
Luoyang has also published standards for Hanfu terms and design to guide the market.
The city plans to build a full industry chain, from design and production to tourism experiences and cultural activities.
Luoyang’s Hanfu tourism industry receives more than 6 million experience visitors a year and generates nearly 2.58 billion yuan in consumer spending.
The business has grown into a supply chain spanning design and production, rentals, styling, photography and tourism services.
The number of Hanfu experience shops in the city has risen from 18 at the end of 2022 to more than 1,600.
Rapid growth brought price competition and complaints about service quality, while customers increasingly seek higher-quality outfits and styling.
The city is working to regulate services and develop the industry across its full supply chain.
- Who
- Luoyang’s Hanfu businesses and local authorities. Visitors experience Hanfu clothing, styling and photography.
- What
- The city is trying to sustain its growing Hanfu tourism business while improving service standards and developing the wider industry.
- When
- The report was published on October 26, 2026. It describes developments in recent years and measures currently under way.
- Where
- Luoyang, Henan province, China.
- Why
- The industry has grown rapidly, but price competition and rising customer expectations have increased the need for better quality and regulation.
This story does not have two clearly opposing sides.
Luoyang had 18 Hanfu experience shops.
Makeup artist Xuanxuan moved from the traditional beauty industry into Hanfu styling, taking advantage of the local tourism boom.
About 5,000 stylists were working in Luoyang, each completing an average of six Hanfu styling sessions a day; around 680 travel photographers were working near scenic areas.
China News Service published its report on how Luoyang is seeking to sustain its Hanfu business.
- Annual Hanfu experience visitors
- More than 6 million
- Annual consumer spending generated
- Nearly 2.58 billion yuan
- Hanfu experience shops
- More than 1,600, up from 18 at the end of 2022
- Hanfu-related new jobs
- More than 30,000
- National Day staffing
- About 5,000 stylists and 680 travel photographers
- Business registration processing
- Reduced from five working days to one day
1 source
What people are saying
In a good peak-season market, customers come one after another, and I can earn more than 1,000 yuan in a day.
Now customers often order by showing a picture, specifying that they want a restored Tang-dynasty makeup look or Song-style clothing.
If prices are too low, the quality of the finished photos and the experience are hard to guarantee.
The goal is to shift Hanfu from a single clothing purchase to an experience economy that combines experiences, consumption and cultural communication, and to raise value across the whole chain.