In Shanghai, China’s economic hub with a population of 25 million, Annie Huang sips a bitter concoction believed to protect the body from the stifling summer heat.
The COVID Crisis: A Wake-Up Call
The COVID-19 pandemic and repeated lockdowns have made many Chinese, especially those of Annie’s generation, more aware of the importance of wellness and health. Many have started exercising, paying more attention to their diet, and managing their professional lives more carefully.
This trend is global.
It involves prioritizing certain foods for their supposed health benefits or using acupuncture to treat a variety of ailments.
These beliefs are deeply rooted in Taoism and traditional Chinese medicine.
A Booming Business
Companies are capitalizing on this renewed interest in wellness, like the pharmaceutical giant Tongrentang (TRT). This well-known Chinese brand has opened trendy shops offering a wide range of natural ingredients touted for their health benefits, including ginseng and goji berries.
On Chinese social media, thousands of “Yangsheng” influencers share tips on improving blood circulation or “expelling dampness from the body,” which is believed to be harmful to health.
This wellness focus has also had unexpected effects on tourism: young people are now flocking to desert areas, convinced that lying on the sand will rid their bodies of excess moisture.
Young Workers Under Pressure
China, the world’s second-largest economy, is grappling with a high youth unemployment rate. Yet, spending on health and wellness products is rising, particularly among this generation.
These purchases “are definitely increasing more than in other segments” of the population, despite many young people tightening their belts, notes Jason Yu from Kantar Worldpanel, a consumer research firm.
In particular, dietary supplements are “highly valued” by young people, who are “willing to spend” significant amounts on them, according to Jason Yu.
Job hunting in a depressed labor market and professional pressure in a highly competitive environment are seen in China as anxiety-inducing factors that harm health.
“Everyone feels like they’re not healthy enough,” says Jason Yu, the consumer expert, noting that this perception is driving increased spending.
