Consumer spending might only slowly recover in China, marketing expert Ashley Dudarenok sees interest in health and wellness booming, she writes in the Jing Daily, “This boom reflects a profound transformation in consumer priorities, with a growing emphasis on physical fitness, mental well-being, and preventative healthcare,” she adds.
Ashley Dudarenok:
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.
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