From its roots in TCM to the playful emergence of Poop Map, China’s evolving attitude toward bowel health demonstrates an openness to blending ancient wisdom with modern tech-savvy trends

Social media feeds increasing filled with “rough life” posts, alongside the popularity of more authentic retail spaces are just two examples of how Chinese consumers are seeking more real, less polished marketing

As Chinese consumers increasingly prioritize health and wellness, fresh milk and fruit tea brands are stepping up, with HEYTEA standing out prominently. This article explores HEYTEA's health-focused marketing strategies and provides insights for brands looking to cultivate health-oriented perceptions.

Corn-based coffee and drinks are trending in China, attracting wellness-focused consumers with their creative versatility, health appeal, and nostalgic flavours. Stable supply chains and regional pride further enhance their popularity, turning traditional corn into a modern beverage hit.

In mid-August, HEYTEA announced the launch of the "caffeine traffic light", disclosing the caffeine content of their fresh drinks. This approach helps consumers better manage their daily caffeine intake, raises the competitive standard within the milk tea industry and symbolises the need for personalisation to needs.

Chinese herbal bread combines traditional Chinese medicinal ingredients with Western breadmaking techniques. While its appearance is similar to regular bread, its recipe draws from familiar traditional Chinese medicine ingredients known to young people in China. Coupled with carefully crafted marketing messages, many young individuals feel that consuming this bread can alleviate "health anxiety."

In April, Lin Yuanchun birch water became the top-selling beverage on Douyin, surpassing brands like Coca-Cola and Oriental Leaf. Birch water continues to gain popularity, driven by its health benefits and the aggressive marketing on social media.

Earlier this month, China's leading chain coffee brand, Luckin, launched a new crossover product called Light Jasmine milk tea. Due to its striking similarities with CHAGEE's signature product, bóyájuéxián, many netizens believe Luckin is essentially "replicating" it.

Xiaohongshu/RED launched the "5-Minute Workout Boost" campaign to coincide with the Paris Olympics and summer vacation, making exercise accessible and easy to fit into daily life.

As mental health issues such as work stress, unemployment and poverty continue to come to the fore, more and more young Chinese are pursuing emotional healing.

Chinese traditional wellness practices such as sand therapy, Sanfu moxibustion, and herbal or botanical beverages are trending this summer. Chinese consumers are increasingly drawn to health regimens rooted in ancient wisdom.

Most western brands are only scratching the surface when localising for China, missing opportunities such as creating China-relevant occasions or appealing to Chinese senses. Here are six areas to provide inspiration

The Chinese-style wellness trend has created new business opportunities by combining traditional Chinese medicine with milk tea, dining, offline fairs, and AI. There are also suggestions for brands’ marketing you can’t miss…

Recently, it seems everyone has been trying to make a British man's 'dry lunch.’ Hard to believe it didn’t catch on sooner!

Yoghurt Bowl has become a new symbol of lifestyle, one with a sense of ceremony and an extreme obsession with health. Some say a visually appealing yogurt bowl resembles a magical potion crafted by an elven apothecary

Cereal is seen as natural, green and nutritious, with healthy ingredients that align with the current health trends and consumer preferences; seeing it used in many applications and innovations

Milk tea chain CHAGEE has been the first to adopt Shanghai’s health rating system for sugary drinks, and has seen sales increase, with 70% of sales now healthy

Three trends that caught our eye in China contrast each other, but all provide interesting insights into Chinese needs in their own way