With China currently being the world’s largest market for pork, beef and poultry, you would be forgiven for forgetting that the country is in many ways, the home of the plant-based diet. For centuries, Confucian, Daoist and Buddhist believers within China have followed a strict vegan diet and while followers of these religions make up a considerable portion of the population, this way of eating is a stark contrast to contemporary eating habits of the majority of the contemporary Chinese population.
Over the past 40 years, there has been a dramatic cultural shift in the Chinese staple diet. Up until the Reform and Opening era at the end of the 1970s, consuming meat had always been considered a luxury. However, as the economy grew, so did the demand for meat and soon a move away from a plant-based diet became a sign of prosperity.
As we head further towards 2020, we have seen that over the last decade there has been a shift back towards a plant-based diet within a portion of young Chinese consumers. This reversion back to a meat-free way of life is fuelled by three main reasons; firstly the continued, yet rapid growth of Buddhist believers within the country, followed by the growing desire amongst many to live a more sustainable lifestyle and lastly, the rise in the health-conscious consumer.
Earlier this year, it was recorded by the Council of Foreign Relations that China is home to the largest Buddhist population in the world, equating to around 294 million followers of the religion. This population is growing with many followers of the religion residing both across tier-one cities like Beijing, Shanghai, and Guangzhou and within rural provinces such as Gansu.
While this religion and plant-based diets do tend to go hand in hand, it is important to state that veganism in China is not necessarily a religious movement so much as a lifestyle change. Over the last ten years, there has been growing awareness of a need for a greener future. Amidst a drive for more of a sustainable and environmentally conscious lifestyle, vegetarianism and veganism are having a revival amidst consumer culture as a result.
Veganism is quickly being marketed as the more healthy and eco-friendly way of life, a statement supported by researcher Wang Yahong from the University of Glasgow. Yahong stresses how the plant-based diet in China is showing popularity amongst Chinese youth and the middle class as a “new kind” of vegetarianism, successfully blending the traditional and contemporary.
She describes it as ‘a hybrid of the traditional Buddhist idea and the imported Western vegetarian ideas. They reinforce each other and find support in each other. It makes their argument more powerful, more strong’.
Health issues such as high blood pressure and obesity linked to high meat consumption and poor lifestyle choices have become pervasive issues in China’s big cities, prompting government action. Blueprints for the ‘Healthy China 2030’ campaign were released with the aim of overhauling the diets of its citizens, and the government issued dietary guidelines from urging the public to eat less meat.
From the grass-roots level, environmental rights group WildAid created a ‘Shu Shi’ initiative and collaborated with Chinese celebrities to run a campaign in Beijing to promote vegetarianism. Additionally, Chinese students from a number of universities across the country have founded and formed vegan and vegetarian societies, motivated by animal rights protection, health consciousness and growing environmental concern.
Finally, more than ever there is now a competitive niche market for meat-free establishments. This has been seen in 2016 where Shanghai played host to the Vegan Fiesta that welcomed over 2,500 attendees. What’s more, the number of vegetarian restaurants in Shanghai has more than doubled from 49 in 2012 to well over 100 today and PETA Asia awarded Shanghai, Taipei and Hong Kong a place on PETA’s list of the Top 10 Vegan-Friendly Cities in Asia in 2016.
It is estimated that the vegan and vegetarian population in China will increase by 17% by the end of 2020. Vegetarianism, let alone veganism is hardly part of the mainstream in China, but people are jumping on board the eco-friendly trend and departing from the customary belief that meat is necessary for a healthy diet.
Although members of this demographic in China are in a small sector, there is a lot of room for businesses to get creative. There is tremendous opportunity for brands spanning healthcare, food and lifestyle to create innovative campaigns to target the meat-free audience.
Major global celebrities including Beyonce, Billie Eilish and Ariana Grande are avid supporters of veganism and have urged fans to go vegan, the incorporation of domestic stars and popular Chinese KOLs within campaigns could be a successful move by brands to encourage consumers to go green.
