Say ‘yes’ to the dress: China’s wedding vendors cheer rising marriages even as births hit new low

A rise in the number of marriages is proving to be a bright spot in China's population data landscape, as official data released on Monday (January 19) showed the country's birth rate hit a record low in 2025 and its total population fell for the fourth straight year.

Marriage rates were up 8.5% for the first nine months of 2025, according to data released by the Ministry of Civil Affairs (MCA) earlier this month, buoyed by government policy changes and increasing the likelihood that marriage numbers in 2025 overall will halt a downtrend in annual nuptials that has gone almost uninterrupted for more than a decade.

At Huqiu Bridal City in China's eastern city of Suzhou, wedding vendors are cautiously optimistic.

Chen Juan, the co-owner of Luoyi Bridal, where dresses are priced from 1,000 yuan ($143.51) to around 4,000 yuan for more ornate styles, said marriage rates in 2024 dropped significantly as it was considered an inauspicious year to tie the knot, with many couples delaying weddings to 2025.

The sprawling Huqiu Bridal City, one of China's largest wedding dress markets, is home to more than 800 stores filled with frothy white taffeta, silk gloves, lace veils, as well as bespoke suits.

   A nationwide policy change in May 2025, allowing couples to marry anywhere in China rather than in their place of residence, also contributed to the rebound, Chen and other vendors said.

 In response, local governments scrambled to attract a new wave of marriage tourists, setting up registration offices around scenic spots, at music festivals - and even in subway stations, shopping malls and parks.

Chen expects growth to continue due to this year's favourable zodiac, Year of the Horse, which is considered a time of success. However, Chen emphasised the need for further government incentives to make even more of a difference.

"If the government can introduce more supportive policies in all aspects, that would be a positive trend. Because young people's attitudes have changed... they have more considerations about marriage," Chen said.

A declining interest in marriage and family among young Chinese is widely blamed on the high cost of childcare and education. Some cities and regions have introduced cash vouchers for newlyweds to help convince citizens to tie the knot.

Zhu Jiaomei, 31, who sells made-to-measure gowns at the market, said the overall economy plays an even more important role than specific wedding-related policies in people's willingness to marry, and the price they are willing to spend when they say "Yes" to the dress.

"The most important thing is that the economy improves, and everyone has confidence. Only when they have confidence in the future, do I think they will consider (marriage), and having more children,” she said, adding that budgets are commonly half of those seen before the COVID-19 pandemic.

For 48-year-old wedding shoe seller Cheng Yonggui, the prospect of more marriages in the future holds personal significance.

With two sons approaching marriageable age, Cheng said she and her husband are "very anxious" about the prospect of their boys attracting a bride in a country where men heavily outnumber women due to a traditional cultural preference for male children.

In China, it is customary for parents of the groom to help their sons pay for an apartment and car, as well as a kind of dowry in some cases, before any marriage. Cheng estimates this will cost her and her husband several yuan per son.

"For us, the pressure is immense, but we're working hard.”

Production: Nicoco Chan/Reuters