China’s cycling culture 2025: Rapha’s growing fanbase, influencers to know

In Shanghai and Beijing, affluent young professionals are swapping subway commutes for premium road bikes, transforming cycling from utilitarian transport into a lifestyle statement crafted for social media. The movement is gaining serious momentum across Mainland China’s Tier 1 cities, where cycling content ranks high on social platforms. On Xiaohongshu (also known as RedNote), the hashtag #bikebeautyphoto has over 7 million reads, while #bike alone has surpassed 1 billion views — a hashtag filled with carefully-curated fashion inspiration, and premium gear showcases. This digital-first cycling culture is spawning a new generation of homegrown premium brands and reshaping how young Chinese consumers approach urban mobility. Having been active in the market since 2015, Pas Normal Studios Founder and CEO Peter Lange tells Jing Daily, “We have seen a strong growth in the Chinese cycling market, both from a consumer perspective, but also from official partners. Chinese infrastructure is improving and developing to support the growing cycling market and trend.” Fueled by China’s wellness movement and community-driven consumption trends, cycling has emerged as a thriving social pursuit across the mainland — similar to the rise of stylish running clubs, or boutique Pilates studios. The phenomenon reflects a broader shift among affluent young Chinese who prioritize experiences and community over traditional status symbols. This cultural shift is creating significant opportunities for both international and domestic sportswear brands. From bike collaborations to community-focused marketing strategies, cycling represents a rapidly expanding segment of China’s luxury lifestyle market. Here are the key players and trends to watch. KOLs to know @LS (66,400 followers, 741,500 likes on Xiaohongshu) NSVE Brand Ambassador, Rapha China Riding Officer, LS takes her followers on beautifully scenic long trail bike rides to soundtracks by Chinese music artists. The pro-cyclist sports some of the coolest high-tech bike gear available, from Patta x Rapha, to NSVE scuba tops. 2. @VKKKKK大魔王 (610,500 followers, 816,900 likes on Xiaohongshu) Queen of the cycling short-scuba top outfit in a multitude of variations, Vicki offers figure-hugging styling inspiration for her followers; think Rapha, Jakroo, MBO, and Concept Speed. Combining long rides with city cycling, she vlogs for her followers on Rapha bike rides and solo ones in picturesque spots. 3. Boa宝儿 (316,500 followers, 1.2 million likes on Xiaohongshu) Vlogging “fit checks” on her bicycle, Boa posts mini vlogs on “city rides” in Tokyo, but her account on Chinese social platform Xiaohongshu has major engagement. Unlike some other cyclist bloggers, her looks are a combination of off-duty clothing brands (even fluffy jackets and Louis Vuitton bags), and typical sportswear brands, such as Descente and Nike. 4. @Michael大麦哥 (26,600 followers, 119,900 likes on Xiaohongshu) Michael is a refreshingly inspiring content creator, incorporating sport to invite his followers into a new perspective on life. Combining philosophy videos and branded bike rides, including mentions of the likes of overseas players like Brompton, Pas Normal, Arctery’x, and Rapha, Michael competes in triathlons. Brands to watch Overseas brands such as Rapha, Pas Normal, and Brompton are building fanbases. On Xiaohongshu, #pasnormalstudios has 8.2 million reads, while #rapha has 2.8 million, and #brompton has 29.1 million. Racking up over 8 million reads under its hashtag, domestic brand NSVE is at the center of curated cycling posts on Xiaohongshu. Smaller local labels such as MBO, GRC, and Neza Cycling (501,900 Xiaohongshu views) are also riding the wave, engaging enthusiasts with stylish, well-fitted gear at a fraction of the cost of some of the powerhouse players like Rapha. Community-driven culture Driven by digital-native consumers, cycling culture has evolved into a comprehensive lifestyle movement across China. As Pas Normal’s Lange says, “The characteristics we recognize in APAC are quite similar to those that we’ve noticed in the rest of the world. What we see is that wellness and social engagement, particularly community, have a significant impact.” Platforms like Strava are being widely used to discover and connect with social cycling clubs, while group chats on WeChat serve as digital gathering spaces for organizing rides and sharing tips. Groups such as RideNow Cycle Club (RNCC), one of the most active foreign-led cycling communities in Shanghai’s Puxi district, organize multiple weekly rides and have become central hubs for local and expat cyclists alike. Many bloggers post about their rides, showing off their styling of expensive gear. Boutique clubs like GRC, which designs its own apparel, and collectives such as SYN Global Cycling Club cater to this diverse community, spanning casual weekend riders to performance-driven enthusiasts. For both sportswear and luxury brands, there is a compelling opportunity for collaborations aimed at these communities, and the rising desire among young consumers to experience real-life activations. Recent partnerships like Loewe x Hello (2025) and Brompton x HeyTea (2024) exemplify how brands can tap into this momentum by placing themselves at the heart of the community, while fostering wellness. For instance, Loewe’s recent collaboration with bike-sharing platform Hello featured a branded city ride challenge, allowing users to unlock beautifully branded custom bikes via the Hello app and redeem exclusive rewards at the luxury brand’s new Shanghai flagship. Similarly, earlier this year Brompton and Chinese tea drink chain HeyTea created a “virtual ride” for soloists and team bikers, a challenge for which riders could redeem rewards at HeyTea branches. These campaigns not only elevate brand visibility, but also authentically integrate into the lifestyles of a highly engaged urban demographic. As the cycling trend continues to expand, forward-thinking brands have an opportunity to build community loyalty and cultural relevance through creative, experiential partnerships.

Guide to Chinese cycling culture in 2025

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Guide to Chinese cycling culture in 2025