“Rediscovering Nostalgia: The Rise of Retro Photo Prints Among Generation Z”

Vintage photography and instant print cameras have surged in popularity among youth in China lately, as many are returning to traditional methods of capturing moments and taking pleasure in the nostalgia associated with printed images.

In the Shichahai and Drum Tower areas of Beijing, an increasing number of freelance photographers and enthusiastic amateurs are seen offering Polaroid-style images and digital photos with retro filters to tourists. A standard 4-inch Polaroid photograph usually costs 20 yuan ($2.80), while a digital image taken with a Fuji camera sells for 10 yuan.

In 2022, the sales of Polaroid cameras on the e-commerce platform JD reached 2.5 million units, with total revenue surpassing 470 million yuan.

“The camera delivers a film-like vintage aura, which is fantastic,” remarked one photographer.

Some photographers are students, young professionals, or photography aficionados aiming to earn additional income.

A 21-year-old arts graduate, surnamed Zhang, stated she started photographing individuals in Shichahai after classes and during breaks.

“These Polaroid images with nostalgic filters showcase distinct hues. Given the low resolution, facial imperfections are naturally masked without any editing,” Zhang explained. “A radiant smile and vibrant attire can lead to an excellent photograph.”

Another photographer, surnamed Shi, expressed her enjoyment of engaging with clients, negotiating rates, and instructing them on posing.

Most clients are young travelers or urban dwellers attracted by social media endorsements. For some, it’s an opportunity to embrace the retro trend; for others, a means to capture cherished memories.

Peng Liying, a product designer based in Beijing, purchased her first Polaroid picture from a photographer during a solo exploration of the city.

“The uniqueness of an instant print makes it more precious than dozens of mobile phone snaps,” said the 29-year-old. “I didn’t previously take many photos, but I’ve come to understand how my appearance has evolved over the years, and printed images are a beautiful way to reflect.”

The rising interest has led to the establishment of vintage photo studios. Close to Shichahai, one such studio offers a thoughtfully curated setting replete with shelves filled with retro cameras, 1990s CDs from Hong Kong artists, and antiquated telephones and CD players.

“The backdrop and lighting are preconfigured to ensure the finest shot, along with props such as cartoon dolls to create a vintage atmosphere,” stated the shop owner, surnamed Yuan.

Yuan believes the allure of printed photographs stems from their sentimental significance.

“Holding a printed photo transports you back to the instant it was captured. The excitement of awaiting the image to develop enhances the experience, much like unveiling a surprise box,” he remarked.

For numerous young individuals, this sense of nostalgia holds profound significance. Wu Xinyu, a middle school educator who spent an hour capturing photos with her boyfriend at the studio, noted that the experience rekindled childhood memories for her.

“As society evolves rapidly, some individuals begin to long for elements from the past,” Wu shared. “Taking Polaroid pictures allows us to relive what our parents witnessed and experienced back in the day.”

Xu Nuo contributed to this narrative.