Superfood nation: China’s wellness shift

The Western concept of “superfoods” has taken China by storm, aligning with the country’s deep-rooted belief in food as holistic medicine. On Xiaohongshu (also known as RedNote), the hashtag “superfood” (#超级食物) has amassed 430 million views and over a million discussions, underscoring burgeoning demand for nutrient-rich ingredients that are believed to promote health and beauty. Superfoods are already reshaping China’s beverage market. Local brands such as Heytea, ChaPanda, and Nayuki’s Tea have launched superfood-infused tea drinks, featuring ingredients like kale, beetroot, and wheatgrass, capitalizing on the trend. Meanwhile, supermarket shelves are seeing an influx of superfood-based snacks, meal replacements, and functional drinks that promise everything from improved digestion to radiant skin. While superfood is largely a marketing term, it is typically used to describe foods that are nutrient-dense and rich in beneficial antioxidants, vitamins, and minerals. Often natural and minimally processed, these foods range from fresh fruits and vegetables to nuts, seeds, and whole grains. The trend has gained traction in China not just as a Western import, but as part of a broader wellness movement that embraces both traditional Chinese medicine (TCM) and modern nutrition science. Why are superfoods gaining popularity in China? Cultural resonance: Food and wellness are deeply intertwined in Chinese culture. The Chinese philosophy that “medicine and food share the same origin” makes superfoods a natural fit. This principle, rooted in ancient medical texts, emphasizes wellness through consuming natural ingredients, aligning with the superfood movement. As consumers become more health-conscious, many are looking to integrate superfoods into their daily routines, whether in the form of teas, soups, or functional snacks. Social appeal: Superfoods’ vibrant colors and photogenic presentation fuel their virality on platforms like Xiaohongshu, WeChat, and Douyin. The hashtag “HealthyEating” (#健康饮食) is another key driver, with young consumers actively sharing their superfood-infused meals, DIY beauty recipes, and wellness routines. Product innovation: Brands have integrated superfoods into people’s daily diets through innovative product formats and packaging designs, such as single-use powders, wellness shots, and beauty supplements. Beyond imported superfoods, local brands are spotlighting traditional Chinese ingredients with strong medicinal roots. Ingredients like goji berries, ginseng, and black sesame are being rebranded as China’s own superfoods, tapping into nostalgia while aligning with modern wellness trends. “As part of traditional Chinese and Asian food culture, many local ingredients already rival these ‘superfoods,’” says Shanghai-based beauty KOL @Kenjijoel, who claims to be nearly 50 years old with two decades experience raising awareness of skincare and health. Superfoods for China’s top wellness concerns 1. Reduce stress by lowering cortisol with cinnamon powder, apple cider vinegar China’s high-pressure work culture has driven demand for cortisol-lowering solutions (cortisol is a stress hormone that increases when the body is under stress, potentially leading to anxiety, depression, insomnia, and obesity). Additionally, these superfoods’ potential weight management benefits make them even more appealing. Workplace burnout and late-night working hours have led to increased consumption of herbal teas and functional beverages designed to combat stress and support sleep quality. Cinnamon powder and apple cider vinegar are popular superfoods believed to reduce or help inhibit cortisol. Cinnamon powder, rich in polyphenols and flavonoids, helps combat oxidative stress and regulate blood sugar. Apple cider vinegar aids digestion, supports gut health, and slows sugar absorption. Some wellness influencers on Xiaohongshu recommend a morning ritual of warm water with apple cider vinegar and cinnamon as a natural detox drink. Popular products include Chinese superfood label Soileta’s Ceylon Cinnamon powder and AvoPCOS’ Cinnamon Apple Cider Vinegar. 2. Balance women’s hormones with seed cycling and black beans Women’s health has gained unprecedented attention, with more Chinese women recognizing the link between hormonal balance, mood swings, and skin health. Many are turning to food supplements as a gentle way to improve hormone balance. Black beans, a staple in Traditional Chinese Medicine (TCM), are believed to support estrogen production and promote darker, healthier hair. Compared to soybeans, they are richer in antioxidant anthocyanins. Meanwhile, seed cycling is another natural therapy that originated in the West and is gaining ground in China. It advocates consuming specific seeds, such as flax seeds, pumpkin seeds, and sunflower seeds at different stages of the menstrual cycle to help regulate hormonal levels. This practice is thought to improve conditions such as menstrual irregularities, polycystic ovary syndrome (PCOS), and premenstrual syndrome (PMS). While still niche, the practice is gaining attention. Avo PCOS’ cocoa powder with black beans and seed cycling target young urban women seeking natural hormone-balancing solutions. 3. Regulate the flow of qi and blood with turmeric, beetroot powder With the revival of TCM and health preservation concepts, consumers have started embracing Chinese health aesthetics, making body temperature, blood circulation, and a rosy complexion key consumer considerations. Turmeric is highly valued for its anti-inflammatory properties. In traditional Chinese medicine, it is believed to promote blood circulation and qi flow (vital energy), helping alleviate blood stasis, irregular menstruation and dysmenorrhea. Turmeric drinks, such as So Acai’s Turmeric Ginger Lemon Shot, are especially popular in winter for their warming effects. Beetroot, rich in iron and vitamin B12, aids red blood cell production and hemoglobin synthesis. Its natural nitrates convert to nitric oxide, helping dilate blood vessels, relax muscles, and improve circulation. Some brands have even launched beetroot powders marketed for their “inner glow” benefits. For instance, Yoyoland’s Beet Root Powder is recommended to be added into smoothie, açaí bowl, and yogurt recipes. What does rising superfood demand mean for brands ? China’s superfood craze reflects domestic consumers’ growing demand for holistic wellness. Shoppers are looking for natural, safe, and organic ingredients with proven health benefits. Today’s consumers are more discerning than ever, demanding sustainability and authenticity. Ethical sourcing, eco-friendly packaging, and cultural storytelling are key to building brand credibility. Younger consumers, in particular, are scrutinizing ingredient origins, favoring products that emphasize organic farming and traditional preparation methods. As superfoods become further ingrained in China’s wellness culture, they are also fueling demand for ingestible beauty solutions. Collagen-infused superfood powders, functional beauty drinks, and probiotic-rich snacks are carving out a lucrative niche. Brands that seamlessly fuse TCM wisdom with modern wellness innovations will be best positioned to capture this booming market. The Chinese Pulse is a prospective and strategic consulting agency dedicated to accompany brands on Asian markets (China, South Korea, Japan) in the beauty, lifestyle, fashion, luxury and hospitality industries.

Superfood nation: China’s wellness shift

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Published March 26, 2025

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Superfood nation: China’s wellness shift