In the vibrant heart of Chongqing, 28-year-old office worker Li Qing seeks refuge during her lunch break at a health centre, indulging in massage and moxibustion. “This is my secret weapon against work burnout,” she states, showcasing her multi-session pass. The soothing aroma of burning moxa and freshly brewed coffee creates an atmosphere rich with the essence of wellness, reflecting the burgeoning health trends embraced by urban Chinese youths.
A revolution is underway among the younger generation in China, intertwining science, personalisation, and lifestyle into their wellness pursuits. A report by Xinhuanet reveals that individuals between 18 to 35 years old constitute a staggering 83.7 percent of the nation’s health consumers. Young individuals are increasingly investing in high-quality health products and personalised services, emphasising their commitment to wellbeing.
At a herbal milk tea shop adjacent to a local hospital, long queues form for concoctions such as dark plum milk and angelica cassia tonic brew. Liao Changying, the director of nutrition at the Chongqing Jiangbei Hospital, notes that their unique recipes merge traditional Chinese medicine with modern culinary science. Over 40 wellness food products have been crafted by Liao’s team, contributing to a remarkable rise in clinical consultations, which have surged by 30 to 35 percent annually.
In a Fuzhou supermarket, 25-year-old fitness aficionado Liu Shiting meticulously examines yogurt labels with multiple nutrition apps. This trend of label-conscious consumers has bolstered the premium health snack sector, commanding a notable share of the market.
Technology plays a pivotal role in this wellness transformation. For instance, programmer Zhang Yang’s smartwatch nudges him after prolonged sitting, prompting him to engage in Baduanjin, a traditional aerobic exercise. With shipments of wearable devices soaring by 36.2 percent to 33.67 million units in the first quarter of 2024, health tracking has become essential for the youth. Features like heart rate and blood oxygen monitoring are now integral to everyday health management.
Liu Junkang reflects on the evolution of wellness, noting that it is no longer mere advice from the past but integral and measurable in daily life. The main trends among young consumers include customising health routines with data, modernising traditional therapies, and prioritising enjoyable wellness experiences. China’s health market is transitioning from standardised offerings to highly customised solutions as this generation embraces an innovative blend of health technology and traditional Chinese medicine, creating a dynamic approach to preventive care.
In Chongqing, the wellness market is thriving, with young consumers embracing a mix of traditional Chinese medicine and modern health technology. A significant portion of health consumers are aged 18 to 35, driving demand for premium health products and services. Technology, such as smartwatches, plays a crucial role in everyday wellness routines. The shift towards customised health solutions indicates a new era of preventive care in China.
The wellness movement in China is gaining momentum, with urban youths leading the charge for personalised health practices. This shift towards combining traditional Chinese medicine with modern health technology reflects the desires of a generation committed to well-being. As consumer trends evolve, the landscape of health products and services is increasingly focused on tailored experiences and innovative solutions, marking a significant transformation in preventive care.
Original Source: www.chinadaily.com.cn
