The government’s policy comes at a time when public attitudes toward health and fitness are already undergoing rapid change. Across China, the idea of “working out to be thin” is quickly being replaced by a focus on strength, energy, and emotional balance. The post-pandemic era brought with it new routines: more people are exercising not for appearance, but to manage stress, improve immunity, and feel stronger day-to-day. Fitness has become aspirational in a different way, which is less about reaching ideal body types, and more about achieving sustainable, personal wellbeing — put simply, it’s becoming a lifestyle.

The health supplements market is one of the first sectors to have benefited from this shift. In 2023, China’s supplement sector reached a value of 299 billion RMB, and it shows no signs of slowing down. Analysts project the market will grow to over US$27 billion by 2028. The drivers are clear: a growing middle class with more disposable income, a heightened awareness of health since COVID, and an aging population seeking preventative care. Consumers are turning to supplements for everything from immune support (cited by 77% of users), to stress relief (47%), to beauty-focused benefits like improved skin and hair (28%). What was once considered a niche market is now becoming part of daily routines, and for brands, it represents one of the most dynamic growth opportunities in China’s consumer economy.

The wellness boom in China certainly isn’t limited to physical health. While the government focuses on rolling out anti-obesity policies, a growing number of young consumers are turning inward, shifting focus from the body to the mind. At the heart of this evolution is the “body-mind-spirit” movement (身心灵), a quiet but powerful cultural current rooted in Taoist and Buddhist traditions, now reimagined for urban life. In a society shaped by pressure and performance, stillness is becoming not only a new kind of aspiration, but a form of rebellion.

Meditation apps have been the first gateway. Platforms like Flow, Tide, and Heartly Lab are offering bite-sized mindfulness moments designed for fast-moving urban life — from guided breathing to sleep stories — and their popularity is beginning to echo what yoga represented five years ago. Retail is following close behind. Lululemon, for example, has expanded its offering in China beyond athleisure, curating in-store sound baths, meditation workshops, and emotional wellness events that transform retail spaces into mindfulness hubs. And as digital fatigue sets in, many are choosing to log off completely — not with luxury getaways, but with quiet escapes. Temple retreats, sound-healing weekends, and spiritual stays in places like Hangzhou and Yangshuo are redefining what travel means. In short, the real question when planning a trip may no longer be “Where can I go?” but rather “Where will help me feel better?”

The way people in China think about food is also changing: it’s no longer just fuel, but a tool for balance, healing, and weight control. However, noble intentions don’t always lead to healthy outcomes. GLP-1 drugs like Ozempic and Wegovy, once used only for diabetes, are now gaining traction as fast-track solutions to suppress appetite, prompting what many describe as an “Ozempic epidemic” in urban China.

But the deeper shift is happening at the table. Superfoods, once a Western trend, now align closely with China’s traditional view of food as medicine. On Xiaohongshu, the hashtag #超级食物 (superfood) has reached over 430 million views, with content ranging from detox teas to hormone-supporting snacks. Brands like Chi Forest are leading the charge with slimming corn silk teas, while others spotlight ingredients like black beans, believed in Traditional Chinese Medicine to support estrogen production and healthier hair. Women’s health is becoming a key focus, with superfoods increasingly marketed for hormonal balance, mood stability, and skin clarity. As stress and burnout rise, consumers are turning to nutrient-dense drinks, cortisol-lowering herbs, and probiotic snacks as daily self-care rituals.

The wellness boom in China isn’t just transforming fitness routines and food choices; it’s also reshaping skincare. As health and beauty become more interconnected, consumers are now actively seeking products that support both appearance and overall wellbeing.

One company pushing this frontier is Shandong Freda Biotech, which is exploring how skin health is affected by broader physiological changes particularly among obese individuals, a group often ignored by the beauty industry. Recent research from the company links obesity to imbalances in the skin’s microbiome, which can lead to skin conditions such as dryness and excess oil. Known for its innovations in hyaluronic acid and collagen technology, the brand is now channeling its biotech expertise toward more inclusive, science-led skincare.

China’s relationship with health is clearly undergoing a profound transformation. As the lines between fitness, food, beauty, and mindfulness continue to blur, wellness is emerging not as a passing trend, but as a true cultural reset — one that’s opening up new creative space for brands to engage with consumers in more meaningful ways. Could it be that the era of “thinness for thinness’ sake” is finally losing its grip?