The past is prologue
By rediscovering meaningful retro artifacts from the past, young people are reconnecting with emotional bonds and memories.
Ma, who works at a newspaper himself, said such services have long existed, but are now seeing renewed interest among younger generations. He paid 199 yuan ($27.72) for a small section of the paper, though costs vary depending on the publication and the size of the announcement.
"It's true that you can buy this kind of ritual for just a few hundred yuan," he said. "But the time and effort — contacting the newspaper, choosing photos, writing the announcement — can't be matched by simply posting on WeChat Moments. The whole process makes the memory more vivid and meaningful over time."
This growing appreciation for the past is also playing out online, where creators are reimagining retro aesthetics for the digital age. Zhu Ziyan, 24, and Guo Shuwen, 25, from Qingdao, Shandong province, co-manage a Xiaohongshu account dedicated to millennial-inspired visuals.
Using collage techniques, they blend elements like QQ Space graphics, pixelated GIFs, and vintage fashion. Styles and everyday items from two or three decades ago are once again capturing the hearts of today's youth.
Their fan group has around 500 members, mostly from the post-90s and post-00s generations. Interestingly, the most active participants are actually those born after 2005. They eagerly share retro materials they've collected or created themselves.
