China’s wellness renaissance: Health becomes the new luxury

In stark contrast to the challenges facing the luxury goods market, China’s health and wellness sectors are flourishing. This boom reflects a profound transformation in consumer priorities, with a growing emphasis on physical fitness, mental well-being, and preventative healthcare. From boutique fitness studios and tech-enabled wellness solutions to the rise of mental health awareness, Chinese consumers are actively investing in their health like never before. Traditional activities like running, swimming, and basketball remain popular, but newer sports are gaining traction. Rock climbing, winter sports, and niche fitness disciplines have experienced a surge in interest, thanks in part to high-profile events like the Beijing Winter Olympics. These activities appeal to consumers seeking both physical challenges and social engagement. Government support: A pillar of the health boom The Chinese government has been instrumental in driving the surge in health and wellness. During China’s 14th National People’s Congress, held from March 5 to 11, 2025, Lei Haichao, director of the National Health Commission, announced that a three-year “Year of Weight Management” campaign would be launched to promote healthy lifestyles and prevent chronic diseases linked to poor diet and lifestyle habits. The new weight loss programs in China aim to curb rising obesity rates by 2030. Under the ambitious “Healthy China 2030” plan, the state has introduced sweeping reforms aimed at improving public health across all demographics. These include initiatives to combat childhood obesity, reduce myopia rates, and promote wider access to healthcare services. For example, schools are now mandated to provide at least two hours of physical activity each day, fostering healthy habits from a young age. Programs incorporating creative activities — such as dance-inspired workouts and coordinated campus runs — are engaging students in innovative ways. These efforts aim to address alarming statistics reported in 2023, including a 19% obesity rate among children aged 6 to 17 and a 52.7% prevalence of myopia. Beyond schools, the government has introduced policies to enhance urban and rural fitness infrastructure. New parks, running tracks, and outdoor gym facilities have sprung up across cities, while rural schools are receiving investments to upgrade their sports facilities. These moves underscore the government’s commitment to making health and fitness accessible to all, regardless of socioeconomic status. In 2024, China’s National Health Commission released a report warning that, if current trends persist, the country’s adult overweight and obesity rate could climb to 70.5% by 2030, with childhood rates projected to reach 31.8%. Health as status for China’s middle class China’s burgeoning middle class has embraced health and wellness as a cornerstone of modern living. As disposable incomes grow, so too does the desire to lead healthier, more active lifestyles. For many, gym memberships, fitness classes, and wellness retreats are no longer seen as luxuries but as essential investments in self-care. Boutique fitness studios have become particularly popular in urban centers like Shanghai, Beijing, and Shenzhen. Studios offering yoga, Pilates, and martial arts classes cater to a clientele that values personalized, high-quality experiences. Meanwhile, digital gyms and fitness apps — many of which provide live-streamed workouts and personalized training plans — are also gaining traction, particularly among younger consumers who seek convenience and flexibility. For instance, Family Form launched its Shanghai studio at The Middle House earlier this month, reflecting the growing trend of hotels evolving into wellness destinations. By integrating into a luxury hospitality setting, Family Form taps into the rising demand for holistic experiences among both local residents and health-conscious travelers. The functional food boom Preventative healthcare has emerged as another priority for the middle class. Demand for health supplements, organic foods, and functional beverages is surging, with consumers increasingly scrutinizing product labels for natural ingredients and health benefits. On Xiaohongshu (RedNote), the hashtag “superfood” (#超级食物) has garnered over 430 million views and a million discussions, highlighting growing consumer interest in nutrient-dense ingredients tied to health and beauty. The trend is already influencing China’s beverage market, with brands like Heytea, ChaPanda, and Nayuki’s Tea rolling out drinks infused with kale, beetroot, and wheatgrass. At the same time, supermarkets are stocking more superfood-based snacks, meal replacements, and functional beverages promoting benefits like better digestion and glowing skin. This shift reflects a broader cultural trend: wellness is no longer about reactive care but proactive, everyday choices that enhance quality of life. The power of technology and KOLs Technology has played a transformative role in reshaping how Chinese consumers approach health and fitness. Wearable devices, such as smartwatches and fitness trackers, have become status symbols, blending functionality with fashion. These devices not only monitor metrics like heart rate, sleep patterns, and activity levels but also gamify fitness goals, encouraging users to stay active. Social media platforms like Douyin and Xiaohongshu are equally influential. They serve as hubs for fitness tutorials, wellness tips, and product recommendations, making health trends highly accessible and aspirational. Key Opinion Leaders (KOLs) and fitness influencers wield significant sway, often introducing their followers to new workouts, diets, and wellness products. For instance, a Douyin influencer’s endorsement of a fitness app or a protein supplement can drive millions of views — and sales — within hours. In March 2025, limited-edition gold Loewe x Hellobike bicycles launched across Shanghai. Featuring race car-inspired Loewe branding and nods to Casa Loewe Shanghai’s golden façade, the campaign included out-of-home ads and a Loewe-backed biking challenge on the Hellobike app. Users logging 3 kilometers earned a virtual badge redeemable for coffee and a limited-edition Loewe newspaper at the Casa Loewe pop-up coffee cart. The future of wellness As China’s health and wellness sectors continue to grow, opportunities abound for brands willing to innovate and adapt. The country’s middle class is expected to expand further, bringing millions of new consumers into the wellness fold. Meanwhile, government initiatives and corporate investments will create a more robust infrastructure to support health-focused lifestyles. For businesses, the key to success lies in understanding the unique needs and aspirations of Chinese consumers. Brands that can combine authenticity with innovation — whether through localized product offerings, cultural relevance, or tech-enabled services — will be well-positioned to thrive in this dynamic market. In a world where health is increasingly seen as the ultimate luxury, China’s wellness boom offers a glimpse into a future where well-being takes precedence over wealth. As consumers shift their priorities from material possessions to physical and mental vitality, the health sector is poised to become the country’s next great economic engine.

Sectors

Insights

Company

China’s wellness renaissance: Health becomes the new luxury