As millions of Chinese students prepare for the national college entrance examination, known as the gaokao, this weekend, a surge in sales of symbolic “good luck” items has been reported nationwide. Parents are increasingly purchasing products intended to convey encouragement and emotional support for their children during this high-pressure period.
Among the most popular items are qipao, the traditional Chinese dresses, whose name phonetically resembles the phrase for “winning from the outset.” Florists have noted strong demand for sunflowers, which in Chinese culture are associated with the idiom meaning “winning first place in one stroke.” Both products are being bought in significant quantities as parents seek to inspire confidence in their children.
In Chengdu, the capital of Sichuan province, qipao sales have risen sharply over recent weeks. The owner of a local shop reported that many mothers wear these dresses while accompanying their children to exam centers. Customers often place orders well in advance, with modernized versions of qipao proving especially popular in online markets that have seen sales multiply fivefold in the past week.
Sunflower bouquets have become top sellers across numerous cities, with orders coming from individual parents as well as entire graduating classes. Simultaneously, traditional pastries such as dingsheng gao—a rice cake whose name translates to “certain victory”—have seen heightened sales. Bakeries including Beijing Daoxiangcun and Freshippo Bakery have introduced special exam-themed gift boxes to meet rising demand.
Other items drawing attention include plush pendants shaped like zongzi, traditional rice dumplings associated with the Dragon Boat Festival. These pendants often carry puns linked to academic success and have sold thousands of units online, along with handmade keychains bearing messages like “admitted to a top university.” Stationery products inscribed with encouraging phrases such as “pass every exam” are also experiencing notable increases in sales and online searches, with one e-commerce platform reporting a threefold rise compared with April.
Industry experts suggest that the popularity of these products reflects parents’ desire to provide moral support rather than a reliance on superstition. However, some caution that elaborate pre-exam rituals may inadvertently increase pressure on students during an already stressful time. Observers emphasize that the gaokao’s outcome ultimately depends on the students’ own efforts, and the most effective support often comes in helping them remain calm and confident.
They also point out that post-exam gestures, such as sharing a meal, taking a trip, or simply reassuring students of unconditional love regardless of their results, can be equally important in alleviating stress and fostering well-being.