From weekend surfers to bikini tans: Brands ride China’s water sports wave

Jia Jia, a Gen Z graduate with tan, sun-kissed skin, calls herself a “weekend surfer.” She is one of a growing number of urban professionals who juggle city jobs during the week, and become full-time surfers on weekends. Back in her university days, Jia, originally from Guangzhou, relocated to the seaside for its proximity to the ocean, affordable rent, and ample surfing opportunities. Even now, despite her grueling work schedule, she seldom misses a chance to hit the waves during her weekends off. In recent years, outdoor sports like surfing, frisbee, and land paddling have gained popularity among young people. Surfing and skateboarding, added to the Olympics roster in 2021, have thrust these niche sports into the spotlight. These intense experiences offer modern urban workers a sense of fulfillment and an escape from social and work pressures. Do Chinese shoppers buy luxury surfboards? In light of the booming trend, luxury brands are jumping on the surfing bandwagon. In December 2021, Celine launched the Celine e-foil, an electric surfboard with a hydrofoil design. The same year, Louis Vuitton unveiled the “Surf on the Beach” board in collaboration with artist Alex Israel, priced at $12,800 (93,183 RMB) on the Louis Vuitton website, a stark contrast to top-tier brands like CJ Nelson and Harley Ingleby, whose boards typically cost around $1,280 (9,318 RMB). Chanel entered the market as early as 2017 with its surfboards, evolving from classic black-and-white designs to last year’s silver edition, all prominently featuring the iconic double-C logo. Despite their high price, many Chinese VIP customers have bought the surfboards not for sailing purposes, but as part of their home decor. “It is a sophisticated gadget to display at home and a nice way to showcase our sports interests and tastes,” shares Xiaohongshu user @Sasaya. The rise of stand up paddleboard Surfing might seem simple — just stand up and ride the waves — but it demands substantial stamina, skill, and experience. Jia reveals that she took 3 to 4 months to learn elementary surfing skills. It required lots of practice and focus. However, given surfing’s difficulty, many beachgoers are trying other water activities, such as scuba diving, parasailing, banana boating, paddleboarding, sea fishing, and jet skiing. Paddleboarding, also known as stand up paddle board (SUP), is another sport that has quickly won favor among young Chinese. The waterways of many Chinese cities are now dotted with paddle boarders — some in groups, some solo, and others with pets. SUP has become one of the most popular summer activities. As of July, there were over 400,000 posts related to #paddleboarding on social media platform Xiaohongshu. Research firm Research And Markets forecasts the global SUP market will reach $551.47 million (4 billion RMB) by 2027, expanding at a CAGR of 8.55%. Paddleboarding’s allure as both a sport and a leisure activity, coupled with its micro-vacation potential, is drawing a diverse crowd. Various industries are tapping into this trend, with non-water sports brands leveraging paddleboarding to reach new consumer segments. Many hotels are incorporating paddleboarding into their staycation packages. The Sanya Marriott Hotel Dadonghai Bay, Sheraton Qingyuan Lion Lake Resort, and Hilton Shanghai Fengxian have introduced paddleboarding activities for guests. Meanwhile, The Anandi Hotel and Spa Shanghai offers SUP yoga classes in its pool, promoting wellness through water-based exercise. Will tanning become the new normal? As beach culture rises, the once niche trend of tanning is gaining mainstream acceptance in China. Celebrities like singer Jike Junyi, the unconventional singer Wang Ju, rapper Vava, and supermodel He Sui, who transitioned from fair skin to a tanned look, are pioneering this trend. On Xiaohongshu, there are over 160,000 posts about tanning, and the hashtag has amassed 440 million views. Many users share their before-and-after tanning photos showcasing their dark skin in contrast to their past pale looks. Notably, beginner tutorials are particularly popular, reflecting tanning’s gradual acceptance. In China, tanning increasingly symbolizes health, strength, and allure. As wellness culture takes off in China, tanning is poised to become a more prevalent aesthetic. Industry experts predict China’s water sports sector will unlock significant potential as it is still nascent, with incomplete infrastructure. By 2027, China's water sports market is expected to grow to $859 million, expanding at a CAGR of 7.57%, highlighting the profit opportunities for brands.

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From weekend surfers to bikini tans: Brands ride China’s water sports wave