Health as the ultimate status symbol for China’s HNWIs

Editor’s note: This is part two in a two-part series on the future of China’s health and wellness trends. Read part one here. The rise of health and wellness in China represents more than a shift away from traditional luxury consumption; it is actively redefining what luxury means for affluent consumers. Health-oriented luxury has emerged as a powerful trend, blending the aspirational qualities of exclusivity and prestige with the practical benefits of well-being. For China’s very important customers (VICs) — high-net-worth individuals who drive a significant portion of luxury spending — health is becoming the ultimate status symbol. These consumers are channeling their wealth into experiences, products, and technologies that combine luxury with a focus on physical and mental vitality. Wellness tourism: The new status symbol High-end wellness tourism has become a cornerstone of health-oriented luxury. Affluent Chinese consumers are seeking not only exclusive retreats that offer relaxation but also transformative experiences that rejuvenate the body and mind. Destinations such as Aman Resorts in Bhutan or Six Senses properties in Southeast Asia have become magnets for wealthy travelers, offering personalized wellness programs that include yoga, detox diets, spa treatments, and mental health therapies. Domestic destinations are also gaining popularity, driven by the government’s promotion of eco-tourism. For instance, luxury resorts in Yunnan and Hainan offer curated wellness packages that integrate traditional Chinese medicine (TCM) practices, such as acupuncture and herbal treatments, with modern fitness trends like Pilates and high-intensity interval training (HIIT). The rise of wellness tourism marks a broader shift in the luxury market — from material possessions to meaningful experiences. For VICs, investing in exclusive, immersive health and wellness experiences has become a far more powerful status symbol than owning a designer handbag or luxury car. Luxury fitness and apparel: Fashion meets function The crossover between health and luxury is especially evident in fitness and activewear. Global sportswear brands have become symbols of a premium lifestyle in China, blending style with performance. Lululemon, for example, has cultivated a strong following among Chinese fitness enthusiasts by offering sleek, minimalist designs paired with high-performance fabrics. Its stores often double as community hubs, hosting yoga classes and wellness workshops that reinforce its image as a leader in holistic health. Similarly, Adidas has found success with its Stella McCartney collaboration, combining cutting-edge design with eco-friendly materials to attract environmentally conscious consumers. Luxury fashion has also hopped on the wellness trend. In 2024, Celine launched a Pilates-inspired collection featuring kettlebells, yoga blocks, and weighted bracelets crafted from leather and cork, embossed with the Triomphe logo — targeting consumers who prioritize both performance and aesthetics. Beyond apparel, luxury fitness now includes exclusive gym memberships and personalized training. Boutique fitness studios such as SpaceCycle and Pure Fitness have taken off in China by offering state-of-the-art facilities, celebrity trainers, and membership perks like nutrition counseling and wellness events, serving as social hubs for China’s elites. Health tech: Where innovation meets prestige High-end health tech products have also become status symbols in their own right. Luxury smartwatches like the Apple Watch Hermès and TAG Heuer Connected exemplify this trend. These devices combine functionality via tracking heart rate, sleep patterns, and fitness goals — with the prestige of a luxury brand, making them highly desirable among HNWIs. Similarly, devices like Oura Rings and Whoop bands — which track metrics such as recovery time, readiness levels, and stress indicators — appeal to consumers who want to optimize their lifestyles for peak performance. Meanwhile, brands like Technogym are targeting wealthy consumers looking to build private home gyms. Technogym is known for high-end machines that deliver peak performance and feature sleek, modern aesthetics suited to luxury interiors. The brand’s equipment is often found in luxury residences, yachts, and five-star hotels, reinforcing its image as both a fitness and lifestyle statement. The Chinese context of health-oriented luxury At a deeper level, these trends reflect broader cultural and societal shifts. In traditional Chinese culture, the concept of yangsheng (养生), or nurturing life, has long been tied to the pursuit of balance and longevity. This philosophy aligns seamlessly with modern wellness values, creating a unique opportunity for luxury brands to integrate elements of Chinese heritage into their offerings. For example, several beauty brands blend TCM with modern skincare. Herbeast (东边野兽) modernizes TCM by using Ganoderma lucidum (reishi mushroom), known for its antioxidant benefits. Luxury brands like Sulwhasoo and La Mer also incorporate TCM-inspired ingredients such as ginseng and sea kelp to attract health-conscious consumers. As China’s younger general redefines wealth as self-investment, sustainability, and cultural authenticity, they are driving demand for products and experiences that align with their aspirations for a healthier, more meaningful life. The future of health-oriented luxury As health continues to redefine luxury in China, brands have a unique opportunity to innovate and differentiate themselves in a competitive market. The integration of wellness into luxury offerings is not just a trend but a long-term evolution that reflects broader societal changes. For brands, the key to success lies in understanding the nuanced preferences of Chinese consumers. This includes tailoring products and experiences to align with cultural values, leveraging technology to enhance personalization, and fostering emotional connections through localized storytelling. As the country’s elites continue to prioritize well-being over materialism, the future of luxury in China will be defined not by what you have, but by how well you live.

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Health as the ultimate status symbol for China’s HNWIs