旗袍销量涨5倍！高考前，家长把“谐音梗”买了个遍……
双语君约 5 分钟本周末全国高考将正式拉开帷幕，在考生们忙着复习的冲刺阶段，家长们也开始准备各种“好彩头”，从旗袍、向日葵到定胜糕、粽子挂件，掀起了一波高考助考商品消费热。
As millions of Chinese students feverishly prepare for the national college entrance examination, or gaokao, this weekend, parents across the country are turning to products symbolizing good fortune, fueling a surge in sales of flowers, pastries, clothing and other related merchandise.
送考旗袍销售页面 图源：封面新闻
这些原本普通的商品，因为谐音或美好寓意，成为了高考季的爆款。旗袍寓意“旗开得胜”，向日葵象征“一举夺魁”，定胜糕直白地寄托“考试定胜”的期盼，而粽子挂件则因“粽”与“中”谐音，代表着“一举高中”。
Among the most popular purchases are qipao, the traditional Chinese dress, which sounds similar to the phrase "qikai desheng", meaning "to win from the outset". Florists are reporting strong demand for sunflowers, the Chinese name of which is associated with the idiom "yiju duokui", or "winning first place in one stroke".
不少家长表示，虽然考试最终靠的是孩子的实力，但通过这些小小的仪式感，他们希望能够传递鼓励与祝福，给孩子加油打气。
Success in the exam ultimately depends on the student's abilities. Some parents said they simply want to offer their children the best wishes and some extra encouragement.
一件旗袍：穿在身上的“旗开得胜”
在四川成都的一家旗袍店，店主告诉媒体，最近来购买送考旗袍的家长非常多，有人甚至提前一个多月就下单定制。
According to the owner of a qipao shop in Chengdu, Sichuan province, sales have risen sharply in recent weeks. "Some even placed orders more than a month in advance."
据封面新闻，某线上旗袍店铺的销量在最近一周内暴涨了五倍，尤其是颜色喜庆、穿着方便的中式改良款，最受妈妈们欢迎。
One qipao store said sales increased fivefold over the past week, with modernized versions of the traditional dress proving particularly popular.
送考旗袍 图源：常观
一束向日葵：考场外的“一举夺魁”
因为“一举夺魁”这个成语，金灿灿的向日葵成了近期花店里的“顶流”。有花店老板透露，最近每天都有人来预订向日葵，有的是家长单独买一束送给自己的孩子，有的则是整个班级统一采购，送给全班同学作为鼓励。
Also much sought after are sunflowers, which have become the season's top-selling floral product. Flower shops in several cities reported receiving orders for sunflower bouquets from parents and entire graduating classes alike.
向日葵 图源：长兴发布
一块定胜糕：咬下一口“一定胜利”
与此同时，糕点铺里的定胜糕也迎来了年度高光时刻。“定胜”二字直白又讨喜，寓意“一定胜利”。不少品牌商家也顺势推出了高考主题的定胜糕礼盒。稻香村糕点、盒马鲜生等也纷纷推出了定胜糕系列产品。
Not to be left behind, pastry makers are also cashing in on the trend. Dingsheng gao, a traditional rice cake, the name of which literally means "certain victory", has become a seasonal bestseller. Bakery chains and retailers such as Beijing Daoxiangcun and Freshippo have launched special exam-themed gift boxes to cater to the huge demand.
定胜糕 图源：常观
一颗粽子挂件：小小“高中”心愿
端午节临近，粽子形状的毛线挂件也颇受考生欢迎，因为“粽”与“中”谐音，寓意“一举高中”。在各大电商平台上，不少手工店铺的粽子挂件近期销量突破千件。
Meanwhile, zongzi-shaped plush pendants, inspired by the Dragon Boat Festival and carrying a pun associated with academic success, have become popular gifts for students. On e-commerce platforms, many handmade zongzi keychains featuring messages such as "admitted to a top university" have sold thousands of units.
京东数据显示，进入考试季后，带有“金榜题名”“逢考必过”等美好寓意的文具销量快速增长。其中，考试专用文具套装“孔庙祈福”“金榜题名”“万试大吉”等系列文具同比4月销量增长超200%，相关考试文具搜索词也同比增长近7倍。
According to e-commerce platform JD, sales of stationery carrying phrases such as "pass every exam" surged by over 200 percent compared with April, while searches for exam-related stationery products have increased nearly sevenfold.
业内人士表示，高考寓意商品热销，本质是家长情感表达的载体。这些充满仪式感的小物件，承载着万千家庭对考生的美好寄寓，也为紧张的高考季增添了温暖底色。
Industry observers said the popularity of such products reflects parents' desire to support their children during a stressful period in their lives rather than a reliance on mere lucks.
粽子挂件 图源：封面新闻
但也有观点认为，不要让高考前的仪式感，变成孩子的压力。
However, they also cautioned parents not to let elaborate pre-exam preparations create additional pressure on the students.
考后仪式才是真正给孩子的。一顿饭、一次旅行、不搞花样，孩子却能感觉到：不管考得怎么样，爸妈都爱我。
Sometimes the best support comes after the exam — a meal together, a trip, or simply letting children know they are loved regardless of the outcome, the observer said.
记者：赵伊梦
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