Digital Customization of Chinese Wedding Traditions: The Role of Social Media in Millennials’ Wedding Preparations

This study examines how social media platforms reshape Chinese wedding traditions, focusing on the intersection of digital customization, cultural continuity, and commercialization. Using qualitative research methods, including social media content analysis and semi-structured interviews, the study explores how Chinese millennials utilize WeChat for private wedding coordination and Xiaohongshu for public inspiration in wedding planning. Findings reveal that digital media serve as both a tool for personal expression and a medium for reinterpreting traditional rituals. While social media enables greater customization and engagement, it also introduces new pressures to conform to viral trends and idealized aesthetics. The study highlights the hybridization of modern and traditional elements, as rituals such as the crying marriage ceremony are adapted for online audiences. By bridging cultural heritage with contemporary digital practices, social media both preserves and transforms Chinese wedding customs, reinforcing their relevance in an increasingly digital society. These findings contribute to broader discussions on how digital platforms mediate cultural rituals, offering nuanced insights into identity performance, emotional authenticity, and the hybridization of tradition in China’s digital age.