China’s green economy: Redefining sports, wellness and consumer habits

As China rises as a global economic powerhouse, its green economy is experiencing unprecedented growth. Beyond traditional sectors like energy and manufacturing, sustainability is shaping sports, wellness, and consumer behavior — redefining domestic markets and influencing global trends. Following the release of the China Mega Report 2025 by digital consultancy ChoZan, this article explores how these converging trends are creating new business opportunities and reshaping consumer lifestyles. The green economy: A driving force for transformation China’s green economy has become a cornerstone of its development strategy. With the government’s ambitious goals of achieving carbon neutrality by 2060 and peaking carbon emissions by 2030, industries across the board are pivoting toward sustainable practices. The green economy is no longer confined to clean energy — it has permeated every facet of consumer life, including sports and wellness. The “New Quality Productive Forces” (NQPF) initiative, unveiled in 2023, positions sustainability as a critical pillar of economic modernization. This holistic strategy targets not just industrial upgrades but also lifestyle changes, encouraging consumers to embrace greener, healthier habits. For example, electric bicycles, eco-friendly sportswear, and green gyms powered by renewable energy are gaining traction among younger, sustainability-conscious demographics. The rise of eco-friendly fitness Amid this broader sustainability movement, sports and fitness are emerging as key drivers within China’s green economy. Young consumers are demanding more eco-conscious options to support their active lifestyles. This shift is evident in three key areas: Green gyms and fitness infrastructure China’s urban centers are witnessing the rise of green gyms — fitness facilities powered by renewable energy and equipped with eco-friendly materials. Some even incorporate energy-generating equipment, allowing members’ workouts to contribute to powering the building. This innovative approach aligns with the nation’s broader sustainability goals while appealing to eco-minded fitness enthusiasts. Sustainable sportswear Alongside the rise of active lifestyles, eco-friendly sportswear is becoming a major trend, with brands increasingly incorporating recycled materials and sustainable manufacturing practices. Chinese companies like Anta and Li-Ning, as well as global players like Adidas, are launching collections made from recycled plastics, organic cotton, and biodegradable materials. This shift toward sustainable fashion reflects the growing consumer demand for products that align with their environmental values. Outdoor and nature-based activities The green economy has also spurred a renewed interest in outdoor and nature-based sports. Activities like hiking, cycling, and eco-tourism are booming, with consumers seeking experiences that combine fitness with a connection to nature. Government investments in green spaces and eco-friendly trail systems are further encouraging this trend, aligning personal wellness with environmental stewardship. The wellness revolution: A green perspective With sustainable fitness on the rise, China’s wellness industry is also undergoing a transformation fueled by sustainability. Young Chinese consumers, particularly Gen Z and millennials, are leading this trend: according to a report by Xinhuanet, 83.7% of health consumers in China are aged 18 to 35. Their preferences go beyond high-quality products to include sustainable and personalized solutions. Plant-based nutrition and TCM fusion Plant-based diets and products inspired by traditional Chinese medicine (TCM) are surging in popularity. Herbal teas, medicinal gummies, and protein-rich vegan snacks are becoming staples for health-conscious consumers. For instance, TCM-inspired wellness products like herbal milk teas and angelica cassia tonic brews blend ancient remedies with modern culinary techniques to appeal to a younger audience. This fusion not only reflects consumers’ growing desire for traditions rooted in sustainability but also aligns with the “lazy health” trend: wellness solutions like gummies and pre-made teas that fit seamlessly into busy lifestyles. Smart devices and digital platforms Technology is reshaping how Chinese consumers approach wellness, with smartwatches and fitness trackers playing a significant role in promoting sustainable health habits. Advanced features like heart rate tracking, sleep analysis, and activity reminders encourage users to adopt more active and balanced lifestyles. Wearables also promote “green wellness” by integrating eco-friendly materials and energy-efficient designs. Complementing this tech-driven shift, China’s digital platforms — such as Tmall and JD.com — make sustainable wellness products easily accessible. Livestreaming and influencer marketing are particularly effective in promoting green products, with key opinion leaders (KOLs) showcasing the benefits of eco-friendly lifestyles. For example, British health brand Neubria generated 3 million RMB in sales through a single KOL livestream session, highlighting the power of digital engagement. Eco-friendly wellness spaces Urban wellness centers and spas are increasingly adopting sustainable practices, from using renewable energy to offering organic and cruelty-free products. These spaces are designed to provide holistic wellness experiences while minimizing their environmental footprint, catering to the growing demand for eco-conscious self-care. Opportunities for business To succeed in this dynamic market, companies should consider the following strategies: Embrace sustainability as a core value: From product design to packaging, brands that prioritize transparency and ethical sourcing will stand out in this competitive market. Leverage digital channels: E-commerce and social media platforms are essential for reaching Chinese consumers. Investing in performance marketing, KOL partnerships, and livestreaming can drive engagement and build trust. Tailor offerings to local preferences: Products that blend traditional Chinese elements with modern innovation, such as TCM-inspired wellness goods, resonate strongly. Localization beyond language, including cultural and aesthetic alignment, is key. Focus on preventive health: As consumers shift toward long-term wellness, businesses should develop products and services that support immunity, mental health, and sustainable lifestyles. China’s green economy is not just an economic strategy — it is a cultural shift that reflects changing consumer values and priorities. As sustainability becomes a defining feature of sports, wellness, and daily life, China is setting an example for the world. For businesses and policymakers, understanding and aligning with these trends will be critical to thriving in this new era of green growth.

China’s green economy: Redefining sports, wellness and consumer habits

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Published June 22, 2025

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China’s green economy: Redefining sports, wellness and consumer habits