The Rise of the Chinese Healthy Conscious



Consumers are anxiously looking for a healthier, safer, and more authentic way of life as the number of health crises rises in China. Our client saw an opportunity in this major movement and seeks to embrace a true holistic and hedonistic vision for creating a destination to fulfill this pressuring need. From wellbeing to better living, the movement became larger, but who are these health-conscious consumers? And what would truly resonate with them?


We developed a socio-cultural analysis of this health movement exploring key trends containing the most revealing emerging signs of the movement and a typology profiling of the health-conscious consumers. Following this, we’ve dived into innovation territories and creative recommendations to assist our client on a visual, conceptual, and semiotic approach to conceptualize the experience of this unique destination.