In stark contrast to the challenges facing the luxury goods market, China’s health and wellness sectors are flourishing.

From boutique fitness studios to tech-based biometrics, Chinese consumers are investing in health like never before. For its burgeoning middle class, gym memberships, fitness classes, and wellness retreats are no longer seen as luxuries but as essential investments in self-care.

The Chinese government has been instrumental in driving this surge. In March, the country announced a three-year “Year of Weight Management” campaign 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. As consumers shift their priorities from material possessions to physical and mental wellbeing, wellness is poised to become the country’s next great economic engine.

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