#108 - The Memorabilia Economy: Why Some Can’t Stop Dreaming of the 90s

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Nostalgia isn’t just a feeling—it’s also a powerful selling tool. Right as China's GDP growth slows and the future feels uncertain, consumers are increasingly drawn to products and stories that evoke the past. Whether it’s retro snacks or hit TV shows reviving bygone eras, some are tapping into a deep emotional connection.

Featuring
- Chu Dandan: TWOC - former editor-in-chief
- Yaling Jiang: Consultant
- Haoyue : Film Producer

To go further
- Middle Earth episode #54 What is the future of China’s animation industry?
- TWOC's article How to Talk About Box Office Performance Like a Pro by Aria Zhang
- TWOC's article  about Zong Qinghou ; The Beverage Company That Made China’s Richest Man by Tan Yunfei 
- Douyin Accounts about the 1980's : 阿牛小卖部 & 怀旧铺子

Middle Earth is made by China Compass Productions and hosted by Aladin Farré. If you have a China-themed cultural project, like shooting your next documentary, or are looking for a specific talent, please get in touch! 

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A magazine about Chinese society, culture, history, arts, language, and more.