BEIJING – With policy support and improving environmental awareness and growing health consciousness of the public, a green and healthy lifestyle revolution is gaining momentum in China, driving the growth of eco-friendly and healthy industries and unlocking new economic potential.
For 38-year-old Cao Bin, a daily office worker, the highlight of his day now comes after hours: lacing up his running shoes, changing into sportswear, and hitting the park for a 10-kilometer jog. “Running gives me back to myself. I often finish with a clearer mind – that’s why I start and keep going,” he said.
A dedicated fitness enthusiast who frequents gyms and runs marathons, Cao estimates that he spends around 2,000 yuan ($279.54) monthly on his routine, including gym memberships, athletic gear and high-protein organic meals.
His story mirrors a broader trend as more and more people in China are embracing a “sweat over indulgence” lifestyle, with activities like running, cycling, climbing, and gym workouts driving growth across sports retail, event tourism, and related sectors.
Health-conscious demand has catapulted sportswear to become China’s second-most popular apparel category, trailing only casual wear, according to a 2025 report by iiMedia Research. Cycling’s surging popularity, for instance, has boosted sales of premium bikes, while plant-based meats and functional foods are gaining ground as consumers prioritize post-pandemic wellness.
This fitness craze is also fueling a boom in event tourism. Trail running, mountaineering, and cycling events now draw participants from across the country, injecting vitality into local economies. A 2024 trail race in Shaowu, Fujian province, hometown of legendary Taoist master Zhang Sanfeng, attracted over 1,300 participants and generated more than 10 million yuan in revenue for local accommodation, catering, and retail sectors alone.
Sports industry expert Zhang Qing notes that policy support, including China’s national fitness strategy, weight management initiatives, and recent plans to upgrade public fitness infrastructure, such as sports parks and trails, is fueling this growth. These measures build on May’s mandate for a “15-minute community life circle” in all cities, ensuring residents have easy access to fitness facilities and essential services within a 15-minute walk.
