Philip kotler and john caslione mentioned in their book "Management and Marketing in a Chaotic Age" that with the deepening of the financial crisis in 2008, enterprises, industries and the whole market are teetering. In this turbulent era, everyone is in danger. People's anxiety and fear gradually emerged, and consumers began to choose a safe psychological comfort to escape the cruel reality and obtain temporary psychological peace. Therefore, nostalgia is becoming a common social phenomenon.