China’s Gen Z is turning to sweet, mouth-watering inspiration in their fashion choices. The trend, which started with dessert-inspired visuals on photo-sharing apps like Xiaohongshu (RedNote), has now evolved into a major fashion statement. In particular, the rise of Lulicore, a look inspired by the nostalgic French canelé dessert, is making waves across the country. With a soft color palette and delicate designs, this style reflects China’s evolving fashion landscape, influenced by both online aesthetics and a growing desire for emotional comfort in difficult times.
Since the rise of dessert aesthetics in Chinese online culture, mouthwatering visuals have dominated platforms such as Xiaohongshu. Treats like Gelato Dal Cuore’s oat earth ice cream in Shanghai and Butterful & Creamorous’ fluffy baked goods have caught the eye of influencers and fashionistas alike. The most recent viral hashtag, #dubaichocolate, with 260.7 million views on Xiaohongshu, has added to the momentum. These treats, known for their intricate, visually appealing designs, have sparked a wave of dessert-inspired fashion trends, now seen in the form of Lulicore.
Lulicore, also known as “可露丽风” (keluli feng), draws its inspiration from the French canelé, a popular pastry. This style, heavily rooted in nostalgic aesthetics, features a soft and feminine look, often incorporating shades of pastel colors such as pink, yellow, green, and blue, paired with earthy tones like brown. It represents an evolution of China’s minimalist Maillard trend, which gained popularity in 2023 and focused on the color brown. Influencers on Xiaohongshu are increasingly combining these hues, creating outfits with frilled butter-yellow blouses, suede jackets, and green bows, often blending tailored brown pieces with pastel pops of color.
Social media platforms, especially Xiaohongshu and Instagram, have played a crucial role in popularizing Lulicore. The color combinations of pistachio green and brown, which resemble those found in the Middle Eastern dessert Dubai chocolate, have become central to the Lulicore aesthetic. Major fashion brands like Miu Miu have fueled this trend, incorporating these earthy tones into their Spring 2025 collection. Miu Miu’s collection features browns paired with baby pinks and blues, contributing to the popularity of Lulicore’s soft, sweet aesthetic.
Lulicore’s popularity has also resonated with luxury fashion houses. Miu Miu saw a significant rise in global profits in 2024, with a 93.2% increase in net profit and a notable regional growth in Asia. Similarly, Pantone’s selection of Mocha Mousse as the color of the year for 2025 signals a growing interest in food-inspired aesthetics. This is not limited to fashion alone. The crossover between luxury brands and the food industry has seen collaborations, such as Louis Vuitton’s “The Hall” event in Chengdu, blending haute cuisine with cultural storytelling. These events tap into the emotional, sensory experiences that Gen Z values, offering food that is both visually appealing and Instagram-worthy.
As China faces an economic downturn, young people are increasingly turning to nostalgic and comforting aesthetics. The soft, pastel hues and dessert-inspired designs in Lulicore provide a sense of emotional comfort. This trend has been linked to the emotional support Gen Z seeks during uncertain times, including the looming threat of a recession following the Covid-19 pandemic. Experts note that food-inspired colors are perfect for social media, where highly shareable, visually appealing content thrives. These colors evoke warmth, nostalgia, and optimism—emotions that resonate deeply with Gen Z.
Food-inspired colors act as “visual comfort food.” They remind people of childhood or simpler times and create a sense of emotional connection. Vibrant, cheerful hues also evoke optimism, offering hope and a sense of escape from the overwhelming digital landscape. This emotional resonance, combined with the aesthetic appeal, has made Lulicore a favorite among fashion-forward Gen Z individuals who crave tactile and emotionally charged experiences in both their online and offline lives.
The rise of Lulicore presents a major marketing opportunity for brands, especially those catering to China’s young, social-media-savvy audience. The trend offers a chance to tap into Gen Z’s desire for fashion that aligns with their values, tastes, and moods. Brands can capitalize on this by offering food-inspired products, collaborating with cafes and luxury brands, or even hosting social media campaigns that highlight these sweet, pastel-inspired aesthetics.
Luxury cafés like those by Dior and Maison Margiela in China have already capitalized on this trend, blending high-end dining experiences with visually stunning food to create shareable content. As dessert-inspired fashion continues to gain traction, brands that can incorporate this aesthetic into their marketing strategies are likely to see significant growth in their consumer base.
The influence of desserts on China’s Gen Z fashion trends underscores a broader shift in the way young people are expressing themselves through clothing and lifestyle choices. As the demand for emotional comfort grows amid economic uncertainty, the rise of Lulicore represents more than just a fashion trend—it’s a reflection of Gen Z’s desire for nostalgia, warmth, and connection. With brands eager to tap into this trend, it’s clear that food-inspired fashion is here to stay.
