Foreign Tourists Embrace Hanfu in Beijing’s Forbidden City, Capturing the Essence of China’s Imperial Elegance, Thanks to Relaxed Visa Policies

In recent years, foreign tourists visiting Beijing and other cultural tourism hotspots across China have become captivated by the unique experience of donning traditional Chinese clothing, specifically Hanfu. The growing interest in Hanfu photoshoots, often set against the backdrop of iconic landmarks like the Forbidden City, is not just a fleeting trend but a sign of deeper cultural appreciation among travelers from around the world. The influx of foreign visitors has been facilitated by China’s increasingly accessible visa policies, making it easier for international tourists to engage with China’s rich cultural heritage.

Hanfu Photoshoots: A Rising Trend Among Tourists

Hanfu, which refers to traditional Chinese attire, has become a focal point of interest for foreign tourists looking to immerse themselves in Chinese culture. In Beijing, visitors can be seen proudly posing in Hanfu, a significant departure from typical tourist activities. The Forbidden City, a UNESCO World Heritage site with a history spanning over 600 years, has become a prime location for these cultural photoshoots. Tourists, including travel influencers and content creators, wear elaborate costumes, such as phoenix coronets and embroidered robes, capturing moments that blend historical grandeur with personal nostalgia.

This cultural phenomenon has found a global audience on social media platforms, particularly on TikTok, where the hashtag #Hanfu has amassed hundreds of thousands of videos, many of which showcase tourists experimenting with these ancient garments. The rapid spread of these videos has sparked an interest among other international visitors, who express their desire to experience the same cultural immersion.

The Global Appeal of Hanfu

The rise in popularity of Hanfu photoshoots among foreign tourists can be attributed to a growing appreciation for China’s history and aesthetic values. The traditional clothing, often detailed with fine embroidery and distinctive designs, represents a link to China’s past dynasties. This cultural experience appeals to a wide range of travelers who find personal connections to the garments, appreciating the intricate artistry and craftsmanship.

Not only are tourists drawn to the visuals of these garments, but many also express a sense of cultural pride in wearing them. Foreign visitors often describe the experience as a moment of beauty, as they feel transported into a Chinese drama or historical narrative. The appeal is not just about capturing a photograph but about experiencing China’s history firsthand. The trend has sparked a desire among many travelers to connect with a culture they might have only previously encountered through film, literature, or art.

Tourist Services on the Rise: Hanfu Studios and Customization

As demand for traditional Chinese clothing grows, specialized studios offering Hanfu rentals and customizations have proliferated, especially in tourist-heavy areas of Beijing. The Wangfu Century Plaza, located adjacent to the Forbidden City, is home to numerous such studios. These businesses cater to the increasing number of foreign tourists who want to dress in Hanfu, experience full makeup and hairstyling, and engage in a traditional photoshoot.

Kai Wen, the owner of one of these studios, shared that since early 2025, his shop has seen a notable rise in the number of foreign customers. The business, which offers over 400 sets of traditional Chinese clothing spanning various dynasties, has welcomed tourists of all ages—from young children to those in their 70s. The popularity of these services has grown by approximately 20 percent from the previous year, reflecting a wider cultural interest and a growing tourism market driven by people wanting to dive deeper into the heritage of China.

The Impact of China’s Visa Policies on International Travel

China’s push to make travel more accessible has played a significant role in encouraging foreign visitors to engage in cultural activities like Hanfu photoshoots. The country’s expanding visa-waiver policies have enabled nationals from 29 countries to visit China without the need for a visa. Additionally, unilateral visa-free entry is offered to citizens from 48 countries, which has helped increase inbound tourism, particularly for short-term visitors and those with specific travel goals, such as cultural exploration.

As of the third week of November , inbound travel in Beijing saw a significant increase, with more than 5.7 million trips recorded by foreign nationals, a 35 percent rise compared to the previous year. A substantial portion of these visitors benefited from China’s visa exemption and temporary entry permit policies, which have facilitated seamless travel for tourists interested in exploring China’s vast cultural landscape.

The Future of Cultural Tourism in China

The increasing number of foreign tourists embracing traditional Chinese culture, particularly through activities like Hanfu photoshoots, signals a growing global fascination with China’s rich history and its evolving cultural tourism offerings. As China’s tourism sector continues to expand, more international visitors are likely to seek deeper connections with the country’s heritage. This, in turn, will foster further growth in the market for cultural tourism, enriching both the visitor experience and local economies.

The trend of foreign tourists engaging in traditional Chinese cultural experiences is not just a passing fancy but a meaningful exchange between China and the world. These activities help foster a greater understanding of China’s cultural history, while also enhancing the tourism experience by blending modern travel with ancient traditions. With increasing visa facilitation and rising interest in cultural tourism, China’s role as a top destination for immersive and meaningful travel experiences is poised to grow even further.

(with data and insights from Macau Business)

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