China’s youth contribute to a ¥14 billion healing market trend

As workplace stress, youth unemployment and poverty continue to highlight mental health issues, more and more young people are teetering on the brink of "madness," seeking emotional stability through therapeutic means. According to the Global Wellness Institute's 2023 report, China's "mental wellness" market is valued at nearly ¥14 billion ($1.93b). This encompassing areas such as meditation, mindfulness, and sleep health. Here are three therapeutic methods that have gained popularity in recent years - if you also experience similar pressure, why not give it a try?

The globally renowned Chinese singing bowl therapy. Image from 36Kr.

1. Tree Hugging Therapy

"Tree hugging therapy" originated in Northern Europe, with studies suggesting that trees release phytoncides, chemicals that can help alleviate stress. Nowadays, many post-95s white-collar workers in Beijing's Summer Palace practice tree hugging therapy, seeking out ancient trees, some dating back to the Qing Dynasty, and pressing their entire bodies against the trunks, quietly feeling their own breath. Some young people also explore local tree varieties in Hangzhou's Jiuxi(九溪) Scenic Area and the Taklamakan Desert in Xinjiang, such as the metasequoias in Hangzhou and the poplar trees in Xinjiang. Some on RED have expressed that "tree hugging helps me find human 'spirituality,' it feels liberating, allowing me to completely empty my mind, and seemingly increasing my courage unconsciously."

From left to right, there are ancient trees from the Qing Dynasty era in China, Metasequoia trees from Jiuxi in Hangzhou, and Poplar trees from Xinjiang. Images are from 36Kr.

2. Sleeping Pods:

In first-tier cities, sleeping pods have become popular among white-collar workers. Through simple mindfulness training, gentle instrumental music, and gradually dimming lights, participants' senses are heightened, guiding their bodies into a more relaxed state and achieving deep relaxation. Instruments integral to sleep therapy, such as singing bowls, tuning forks, and crystal bowls, are also gaining popularity. In April last year, "sound therapy" was officially included in Sichuan Province's medical insurance system for the first time, aimed at helping more young people alleviate anxiety.

The atmosphere and facilities of the sleep pods. Images are from 36Kr.

3. Public Therapy Dogs:

Mr. Wu Qi, who serves as both an animal-assisted therapist and a therapy dog trainer, shared his experiences online. With over 20 years in the therapy dog industry, he initiated China's first Animal-Assisted Therapy program. Initially collaborating with autism intervention organizations, he later discovered a significant demand among urban white-collar workers suffering from depression and mental sub-health. Physical touch, hugs, and eye contact with animals were found to uplift emotions and alleviate stress.

There are no major restrictions on the breeds of therapy dogs, only four criteria need to be met. Images are from 36Kr and RED.

Therapy dogs are typically chosen based on four main criteria: obedience, socialization, hypoallergenic traits, and interactive skills. In Mr. Wu's public therapy dog program, one-third of the therapy dogs are rescued from stray animals. Over the past eleven years, they have served over 100,000 individuals.

Brands should take note of both what is driving consumers to seek this therapy, but also what methods are connecting with consumers trying to deal with them. An empathetic approach to planning marketing can help resonate with consumers and make your brand more meaningful.