Category: Cover Story

During the three years of the COVID pandemic,
Chinese people have been learning how to enjoy life from an entirely new perspective,
centered on maintaining and improving health in various situations

The last few decades in China has to some extent been defined by a culture of excess. So much has changed and we are now prosperous, well-fed and well-clothed, and unfortunately it has often gone to the point of overconsumption. Raised in a highly competitive society and knowing only linear economic growth, Chinese people born in the 1970s, 1980s and 1990s have always tended to prioritize achievement over wellness, and it is not so long ago, that there was a rash of news stories of people dying from overwork.

But the pandemic and what is shaping up as a post-virus recession has dramatically changed things. Over the past three years, many high-net-worth consumers have been homebound. Getting used to a reduction in the intensity of their work took some time, but later they found that its gave them the time and space to reconsider many basic questions, such as the meaning of life, whaty is the point of it all, and where am I going. That led in turn to the new goals being set, and the most common and crucial new goal is: “To be healthier”.

To the dismay of the luxury industry but with the the approval of their doctors, high-net-worth consumers have pivoted away from buying luxury fashion items toward enhancing their physical and mental health — although this post-virus shift is also a way for Chinese people to pursue a new model of luxury.

Health and wellbeing are of course universal concepts, but still “wellness” is a tricky concept to pin down, especially in China. There is no direct cultural equivalent for the western concept of “wellness” in China, a fact that is confused further by the existence for the past 2,000 years of an all-encompassing philosophical concept of holistic wellbeing, which overlaps with western concepts in some ways but not others. In discussions about healthy lifestyles often, the idea of “being well” used to often be dealt with simply in terms of taking better care of the body, while ignoring the crucial emotional and mental aspects of wellness.

But the advent of COVID in 2020 changed everything. Since then, consumer demand for health products and professional guidance has boomed, and younger people particularly have begun exploring new and broader ideas of how to achieve wellness by addressing stress and anxieties as part of the wellness package. They are very aware of the need to not only strive for prosperity, but also to enjoy life as much as possible, and to be as healthy as possible too. Shopping is not longer a matter of finding the latest bling-encrusted item to impress friends out on the town, it is now more about home-bound skin care, daily routines, science-driven workouts, and diets aimed at achieving longevity.

“Over the past few years, Chinese guests have become more health conscious. They want fresh and organic food, they are desperate to be close to nature, they give themselves higher health goals and they definitely do more exercise,” said Mr. Christophe Olivro, Regional Director of Aman China & General Manager of Amanyangyun. “People are trying their best to enjoy a fulfilling and healthy life, though there are many limits resulting from the pandemic.”

Wellness for the skin

The pandemic has had one very good result, the rise of a new trend in China favoring “beauty snacking”. The Chinese term “妆食同源” — meaning that or “cosmetics and food come from the same source” is trending, and it refers to a range of new snackable drinks designed to make your skin glow.

At first glance, edible skincare products might sound like a strange concept, but “beauty snacking” is very different from immunity boosting pills bought from drugstores. It amounts to a blurring of the boundaries between supplements, snacks, and professional skincare.

One example is Coca-Cola which has developed a product line called “the wakeup face” — a late-night snackable drink that promises to make consumers wake up looking beautiful. The drink is produced only for the China market, and is aimed at two different beauty trend-setting groups: people who love tonic foods and those who believe in beauty sleep rituals.

“The wakeup face” is a drink billed as a “beauty and sleep aid”. The advertising slogan for it says, “The world sleeps peacefully while you are quietly becoming beautiful”, “Stay in rest and peace and enjoy your new appearance”. And the promotional pictures show moms getting up in the middle of the night to check on their babies, workaholics staying up late to meet deadlines, and health fans worried about their wrinkles and losing their sound sleep. These scenarios don’t seem to directly related to “sleep aids”, but they all indirectly and persuasively imply that the product has the effect of improving sleep and skin beauty. Apart from Coca-Cola, a dozen or so Chinese food industry giants such as Yili and Mengniu have also launched beauty snacks underpinned by similar “food for skin” concepts.

What is interesting about this so-called new “trend” of eating one’s way towards a more harmoniously balanced body is an ancient Chinese concept. The term for tonic foods in Chinese, “食补,” literally means food for healing, and there has always been a deeply held cultural belief that specific foods improve health and skin condition. Consciously or unconsciously, it is an idea that still dominates the way Chinese believe think and act.

Grace Wu, General Manager of Le Bonta Wellness Co., Ltd and a professional spa and wellness consultant and professional speaker, has talked about the nutritional concept of the “fourth meal”, saying that “a balanced and nutritional diet comes from a diversity of foods, and dietary supplements should be used only when the daily intake is insufficient.” Based on a detailed study of Chinese lifestyles and following the traditional Chinese dietary guidelines, Grace has launched the “Fight On” brand to offer a wide range of edible options for beauty and wellness improvement, which when appropriately dosed improve absorption rates. With the lightweight, easy-to-carry and delicious nutritional “fourth meal”, Fight On provides busy modern people with a one-stop health solution for energy refueling and skin rejuvenation.

Fight On’s ranges of products are exactly what the market is looking for. Lutein Esters Drink is for white-collars who suffer from eye weariness due to high-intensity use of computers and cell phones. Dietary Fiber Solid Beverage recoups for those who fail to eat enough vegetables. The dietary fiber is tasteless and contains zero fat and can be added into any beverage. Gamma Aminobutyric Acid Beverage is good news for those who are not getting enough sleep and suffer from a dull complexion. Collagen Peptides Drink gives a burden-free option for beauty lovers of different ages …

The ongoing global pandemic has further enhanced the reputation of the tradition of eating for health. According to consumer research firm Mintel, 72 percent of Chinese urban residents are trying to improve their skin condition through a more consciously healthy diet. Even before the pandemic, sales of goji berries and cubilose, two prestige diet supplements favored by Traditional Chinese Medicine, were growing at a 37-percent annual rate among millennials shopping on JD.com, a major Chinese e-commerce site.

Wellness eating was only to some extent viewed as a source of illness prevention before COVID-19, but today it is being pitched as a positive, pleasurable way to achieve self-optimization, and the lines between snacking, skincare, and supplements are continuing to blur.

Wellness for the mind

There are not many wellness-focused KOLs on Chinese social media, but there is a wealth of content about self-soothing and self-pampering routines. In one of the most-liked videos from popular Chinese vlogger @Suji, for example, she documented a daily pampering routine for people under lockdown. First, she lit a scented candle and played relaxing music in a speaker for a luxurious bath. Then she conducted an elaborate skincare ritual that included a cleaning mask, a multi-radio-frequency skin device, a jade roller, a body exfoliator, and some essential oils. She ended by lighting a scented humidifier and putting on leg shapewear for a “beauty sleep” session. From the start of lockdowns in China, such content has done very well on social media. The hashtag #UpMyHappiness (提升幸福感) on the lifestyle platform Little Red Book, for instance, now has over 60,000 posts.

China’s luxury market is still the biggest in the world, but self-care is catching up fast. The country’s culture has long viewed open discussion of mental health issues as a sign of weakness, and in the time of Mao, those with mental health problems were often accused of lacking revolutionary zeal. Even in the days before COVID-19, talk about mental health was commonly seen as whining.

But the pandemic and its social and economic repercussions have brought China’s mental health problems to the fore. During the pandemic, post-90s millennials suffered the hugest rates of psychological problems. But they were also the first generation in Chinese history who were allowed to publicly admit to such problems and discuss them. Even the Chinese government has initiated unprecedented initiatives to help ease mental health issues in a post-virus nation plagued by psychological distress.

Yige Lin is a 28-year-old finance professional living in Shenzhen, said that for her, shopping for home and wellness items during lockdowns was a gesture of self-love. “I bought dozens of home gadgets – a facial device that targets micro-cleaning, a skin testing kit to track my hydration levels, and an expensive perfume diffuser,” she said. “I got an electric egg beater and a grill pan for the kitchen, and I also discovered the world of meditation apps. I never knew life could be like that before this crisis.”

Samantha Dunn, the Development Director of Destination Spa Management Ltd shared at SpaChina Wellness Summit this year that: “Today, consumers’ understanding, experience and expectations of wellness programs have changed significantly. They start with caring for themselves as a way of self-protection so that they can live better, and the concept of self-pampering has risen to include cooking at home, relationships, sleep, nature, economics, and finding purpose and meaning.”

Wellness for body in daily life

During this global health moment, it is not surprising that affluent Chinese consumers are becoming more absorbed in their at-home workout routines. A report released by the Chinese media outlet Yi Magazine reveals that 67% of urban respondents planned to spend more time and money on at-home exercise in the wake of the pandemic.

Jessie Pavelka, a thought-leader in wellness and the co-founder of Pavelka Wellness, said that China’s pandemic-stricken consumers are hungry for health-enhancing knowledge beyond the basics. “A recent webinar with one of our experts in China went into detail on gut health, pre- and probiotic foods, and the like,” said Pavelka. “It’s not about assuming that all people have the same understanding of health and wellness – there is really a drive to find out the science behind it.”

But the growing desire for pro-level wellness actually predates the pandemic. In 2021, the number of Chinese consumers paying for personal fitness/nutrition consultants increased 35% compared to that before the pandemic, namely three years ago.

As the post-pandemic repercussions become clearer, China’s urban residents who were previously absorbed in their work, have now woken up to issues that were invisible and unacknowledged in the past: anxiety, mental distress, insomnia, and other results of a lack of self-care. To what extent brands can capitalize on this wellness opportunity remains to be seen.

Samantha also said at the Summit that for many people, social-distancing and lockdown became a time for self-reflection on career, family and relationships, as well as deeper issues such as life purpose, gratitude, and compassion, and people begin to consider what is truly important to them. She is right. Wellness is no longer something that is done occasionally; it has become a top priority rooted in daily life.

From the romantic capital to the far-reaching highlands, its beauty is sometimes gentle,
and sometimes as gorgeous as an epic …

Scotland, located in the north of Great Britain, was historically an independent kingdom that resisted England’s war to unite the island of Great Britain, and was eventually incorporated as a part of the United Kingdom in 1707.

Different from England’s refined and classic flair, Scotland presents a natural, passionate and wild beauty. In the north, the vast wilderness, coastal cliffs, and rolling hills create an epic highland landscape; in the center, the two charming cities of Edinburgh and Glasgow are rich in history, culture and art, with ancient castles, museums, universities, and green parks, linking history and modernity. In addition, the bagpipes, the kilt, the whiskey and more form a distinct Scottish charm.

Romantic Edinburgh

Edinburgh, the capital of Scotland, is one of the most beautiful and romantic cities in the world, where the breath of profound history, culture and art flow in the air.

The Old Town is home to well-known attractions such as Edinburgh Castle and the Royal Mile. The New Town is a collection of gourmet restaurants and high-end stores, as well as Arthur’s Seat, which adventure seekers won’t want to miss. To explore the cultural side of Edinburgh, visit galleries, museums, and watch theater and cabaret performances. If it’s August, you’ll be lucky enough to attend the Edinburgh Festival Fringe, one of the greatest celebrations of arts and culture in the world.

Perched atop an extinct volcano and overlooking the city, Edinburgh Castle is undoubtedly a calling card. It can be reached by following the slope of the Royal Mile all the way up. The castle displays the oldest crown in Europe – Honours of Scotland, and the Stone of Destiny, on which the ancient Scottish kings sat for their coronation. Listen as you walk with the castle steward or rent an audio guide to learn about the castle’s glorious history and architectural features. The audio guide is available in eight languages. On the outdoor terrace, the “One o’Clock Gun” still fires at 1 p.m. every day (except Sundays). At one time, ships on the Firth of Forth calibrated their time pieces by the sound of the gun.

As you walk around Edinburgh and look up, in addition to Edinburgh Castle, another presence that is hard to ignore is Arthur’s Seat, an extinct volcano inside Holyrood Park, which rises 251 meters above sea level and offers a stunning view of Edinburgh and the Lothians. It’s not easy to get to the top of the volcano, so if you decide to take on the challenge, pack a picnic and enjoy a meal on the “best seat” when you reach the top. The landscape of Holyrood Park is diverse, with cliffs, marshes, and lakes creating beautiful scenery. Different hiking routes and trails are available.

Scotland is known for its changeable weather, so if it happens to be rainy and not suitable for outdoor activities, why not go to visit museums and galleries? The National Museum of Scotland is free to enter and houses over 20,000 rare artifacts. From Egyptian tombs and natural wonders to modern technology, there is something for the whole family. If the rain stops and sun comes out, head up to the roof terrace for a panoramic view. The Scottish National Gallery of Modern Art houses a collection of masterpieces from the 20th century to the present, with works by Matisse, Picasso, and contemporary Scottish artists all on display. After admiring the masterpieces, you can enjoy the signature coffee and cake at the gallery cafe. 

Green trip in Glasgow

Seventy kilometers west of Edinburgh lies Scotland’s biggest city, Glasgow. Bordered by the bay, it became a trading hub in the 17th century, but today Glasgow is trying to shed its image as an industrial city and create a new modern city impression.

While the city is known for its industrial heritage and landmarks, the name Glasgow actually means “green open spaces” and, true to this name, the city has over 90 parks and urban green spaces! It’s also a city that’s strongly committed to sustainable development. When you come to Glasgow, apart from visiting the famous attractions and experiencing its vibrant nightlife, consider trying a low-carbon green trip as a “responsible traveler” to help reduce the burden of the planet.

Pick a vegan restaurant or cafe and savor plant-based delights in a cozy atmosphere. Recommended: “Serenity Now” on the west side of the city, “The Hug and Pint” in downtown, “Honey & Salt” and “Milk Café” on the south side.

Visit the educational exhibition. The Riverside Museum’s ‘Going Green – The Drive for Energy Efficiency’ exhibition explores the new future of electric vehicles.

Stay in green hotels. From eco-friendly bedding to local food, many hotels in Glasgow are joining in the carbon reduction practice, such as the Grand Central Hotel, Glasgow Marriott Hotel and Jurys Inn.

Eliminate plastic packaging and food waste. Many organic grocery stores in Glasgow adopt a measure of zero plastic and zero waste. You can also use your own containers to carry your food purchases. We recommend The Good Choice on Cathcart Street, Ecomart on Dumbarton Street, and Locavore Café and Greengrocer in the city center.

Dance to support low carbon endeavor. SWG3, a space alive with art, design, music, fashion, food, shopping and nightlife, uses the energy generated by dancers’ body temperature to power the club. It is estimated to save up to 70 tons of CO2 per year. So come and dance the night away on the dance floor.

And of course, don’t forget the many parks and green spaces throughout the city and immerse yourself in nature!

Escape into the Scottish Highlands

There is a large fault in the land of Scotland with the western and northern sides of the fault being higher, and the area of which is called the Scottish Highlands. The region featured by rugged mountains, endless sea breeze, starry lochs, vast meadows, exposed rocks, and the Glenfinnan railway viaduct, a classic scene in Harry Potter, is uniquely beautiful and cannot be found anywhere else on earth.

A 1.5-hour drive from Edinburgh takes you to Loch Lomond in the southern Scottish Highlands, the largest freshwater lake in the UK, surrounded by majestic mountains. Stroll along the lochside paths, watch swans play on the water and pigeons fly low; take a boat ride on the water and enjoy the mountains and the loch, and listen to the chanting of nature.

Eilean Donan Castle, one of the world’s most famous castles, is located about 3 hours to the northwest of Loch Lomond. The castle itself is not very grand, but the beauty of the surrounding landscape is what makes it stand out, and it is not surprising that it was used as the filming location for “The World Is Not Enough” and “Braveheart”. The castle is surrounded by water on three sides and is connected to the land by a stone bridge. The quiet lake and the old castle are framed in a poetic picture. Follow your guide into the castle, walk through the courtyard, living room and kitchen, and get close to a story of over 8 centuries. At night, the exterior of the castle will be beautifully illuminated.

The Isle of Skye in the north of the Highlands is a pure and mysterious paradise and has been inhabited since the Stone Age. The beautiful coastline, the sparsely populated wide highlands, and the mysterious castles perfectly present the wild atmosphere of the Scottish Highlands. The island offers a wide range of inexpensive seafood and Scotland’s famous Haggis, and you can hear the islanders singing ballads in the old Gaelic language.

The seaside town of Portree, the capital of Skye Island, is particularly impressive with a row of colorful houses standing along the bay, offering B&B for tourists. The town is small and you can explore the central area in an hour. Want more exercise? Wander along the coast of about three kilometers. 

When looking at the Old Man of Storr, everyone will be amazed by the nature’s masterpiece. It is a huge and sharp rock standing on the mountain north of Portree, facing the sea, named after its resemblance to the head of an old man. Most visitors will look away from the foot of the mountain and find a good angle for photos. If you’re a hiker, try spending 3 hours climbing to the top to get a closer look, and if it’s sunset time, you’ll be greeted by a stunning picture – lush mountains, majestic rocks, blue water and a colorful gorgeous sky…

Staffin is another charming town in Isle of Skye with a great view of the sea. A group of cliffs majestically stretches out towards the Atlantic Ocean and is called Kilt Rock because of its resemblance to the Scottish kilt.

 Isle of Skye is 402 km from Edinburgh and it takes about 6 hours by car to reach.

Loch Ness, a household name due to the movie “The Water Horse: Legend of the Deep”, is hidden in the grand canyon in the northern part of the Scottish Highlands. The lake is not frozen all year round, and the mountains on both sides of the lake are lush and wooded. Probably you won’t have the chance to meet the monster, but you can enjoy the large scenic spot featuring a Loch Ness Monster Museum, as well as a speedboat tour on the lake, and the surrounding castles and towns.

Wellness experience

From spas to yoga, from forests to farms, the vast Scottish land offers a rich variety of wellness and healing possibilities.

Located in the north of Edinburgh, the Spa at Gleneagles Hotel blends European, Eastern and Ayurvedic wellness philosophies to offer a range of body and facial treatments and promotes a “farm to spa” practice, using ingredients from local plantations, freshwater lakes and the rolling hills of Perthshire.

Stobo Castle Spa, at the south of Edinburgh, is Scotland’s only destination spa and is famous for the “ice crystals” in its crystal steam room. The healing master offers Reiki therapy to help guests reduce stress, boost energy and regain a positive mindset. Other signature experiences include marine therapies, Caudalie facials, and stress management programs.

Eco-footprint is at the heart of the Portavadie Spa in Glasgow. The spa is sustainably powered by a woodchip biomass generator; and the ingredients used in the treatments are sourced from Scotland, such as the antioxidant-rich seaweed from the Hebrides.

The 10,000 square foot luxury Spa at Kimpton Blythswood Square Hotel, Glasgow, combines organic and bioscience to heal the body and mind through a holistic approach. The hydrothermal area combines wet, dry, hot and cold experiences to stimulate body circulation and enhance wellness. The spa offers nine treatment rooms, two spa relaxation pools, a lounge and a café.

Scotland also offers many opportunities for yoga enthusiasts. The Roulotte Retreat in Melrose offers a series of yoga classes and retreats lasting several days. Saorsa 1875 in Perthshire is known for its vegetarian menu and eco-friendly philosophy, and offers regular yoga retreats on site. On the shores of a tranquil lake in Argyll, EcoYoga offers forest bathing and eco-retreat experiences in addition to yoga classes.

Weekend farm tours are one of the most popular activities for local residents in Scotland, and wellness travelers are encouraged to try them out. Glen Kerran Farmhouse, a 150-year-old farm on the Kintyre peninsula on Scotland’s west coast, is a great place to spend the day fishing, horseback riding, walking, tending to farm animals and pruning plants. If you want to learn new skills, take part in arts and crafts classes, or if you don’t want to do anything else, immerse yourself in the stunning countryside, listening to the wind, birdsong and streams, and after dark, lie in a comfortable hot tub and look up at the stars.

Uist Forest Retreats in the Hebrides is a luxurious wellness destination, offering a pleasant escape where the lush forest is joined by the stretch of white sandy beach, rocky shoreline and flowering meadow to create a picturesque setting. Your neighbors will be sea eagles nesting in the trees and adorable horse deer. When the weather is bad, stay inside in the warmth and watch the leaves swaying in the wind and the waves lapping in the distance through the floor-to-ceiling windows; when the weather is fine, go out and explore, walk on the beach with the salty sea breeze, or watch different flowers and insects up close.