Caught up in the whirlwind of careers and family life, Zhang Ran and Jiang Lingling, both in their early 30s and working in Beijing, found their girls' talk moments becoming increasingly rare. It had been months since their last catch-up. When they finally found time to meet, Jiang's eyes were immediately drawn to the two crystal bracelets on Zhang's wrist, a trend that has recently taken over social media.

One of the bracelets Zhang wore was a string of golden rutilated quartz spheres, adorned with a honey amber and a piece of sandalwood, while the other was a string of simple, elegant white crystal spheres.

"Crystals are known for their high-frequency energy properties. As human physical and mental struggles often stem from low-frequency vibrations, the stable high frequencies of crystals can resonate with a person's energy, bringing joy and tranquility," Zhang explained to her friend.

"Different colors of crystals carry their own unique meanings," she added, telling Jiang the citrine she wore was said to "attract wealth," while the clear quartz helped purify the energy field and enhance her focus. Clear quartz is believed to amplify the effects of other crystals when paired with them.

"One reason crystals have become so popular is the belief that they can bring good luck, health, and inner peace, especially in today's high-pressure world," Zhang told Beijing Review, "For others, it's simply about their beauty and affordable elegance."

The surge in crystal popularity reflects a growing interest in wellness. According to a recent survey on the health beliefs of urban youth in China, about 60 percent of young urbanites experience anxiety, with 18 percent facing moderate to severe levels. The Chinese Sleep Research Society revealed last year that 64 percent of their respondents suffer from sleep issues, while only 19 percent have no sleep problems at all.

Based on this trend, U.S. management consulting firm Bain & Company predicted that the wellness economy will continue to thrive in China over the next decade. According to the Global Wellness Institute (GWI)'s report, the global wellness economy is expected to grow at an annual rate of approximately 10 percent, reaching a market size of $7 trillion by 2025. The GWI defines the wellness economy as industries that enable consumers to incorporate wellness activities and lifestyles into their daily lives.

The therapy parlor

Their conversation about crystals led Jiang to share a recent experience—writing awareness notes. Whenever she encounters negative emotions, she writes them down, following a structured approach: describing the event, noting physical sensations, reflecting on emotional responses, analyzing the thoughts that arose, delving into the deeper needs behind the behavior and emotions, and finally, considering adjustments for the future.

She learned this method from a popular therapist who shares online courses on social media platforms. "When I felt like losing my temper, I thought this method was pretty foolish. How could writing notes possibly solve anything?" Jiang told Beijing Review. "But once I gave it a try, especially after understanding my underlying needs, the problem became much easier to navigate. It's a process of inner growth."

Zhang has always been fascinated by psychology and, in her spare time, dabbled in trendy practices like tarot reading, yoga and mindfulness meditation. She also told Jiang that she had recently made a new discovery—hypnotherapy. After attending a few in-person lessons, she even successfully hypnotized her husband, guiding him back to various scenes from his childhood.

"All of these are pathways that help us tackle the challenges of the present moment," Zhang said. She mentioned that when work stress becomes overwhelming, she turns to meditation and yoga. And from personal experience, they're incredibly effective—her sleep has improved as well.

Zhang also mentioned something she hasn't tried yet, aromatherapy, which is all about using the scents of essential oils to improve both physical and mental wellbeing. She and Jiang agreed to try it together the next time they meet.

Other common therapies include dance therapy, which helps people explore and express emotions through spontaneous movement, releasing pent-up feelings; art therapy, where painting reveals hidden emotions and psychological conflicts, allowing individuals to confront deep inner issues; and nature therapy, which includes activities like forest walks and sunbathing. These practices reconnect the body with nature's energy, restoring balance to both mind and body.

Lifestyle social media platform Xiaohongshu features over 5 million posts related to healing and self-care, with more than 660,000 products linked to this wellness trend. Since the beginning of 2024, the search volume for the keyword "wellness" on the local lifestyle app Meituan has surged by 280 percent, with the number of posts and reviews increasing by 185 percent.

"As material living standards rise, people are increasingly focusing on their spiritual needs, seeking inner peace and meaning in life," Yang Huaiyu, a senior researcher at the Shanghai-based Xiazhi Liangshi Consulting Management Company and an analyst in the consumer industry, told Beijing Review. "Consumers are shifting from purchasing physical goods to investing in products that nourish the mind, reflecting a broader change in modern lifestyles and an upgraded pursuit of quality of life."

The future picture

A McKinsey survey on China consumer trends in 2024 showed that in first- and second-tier cities, or the country's most developed cities, the material demands of the young middle class are relatively saturated, and they place more emphasis on stress-relieving and experiential forms of wellness consumption. 

"This has driven the rapid growth of healing products and services," Yang said. "The growth in market demand has attracted numerous businesses and individuals to enter the wellness sector."

Taking the fragrance industry as an example. Industry data show that in the past few years, the domestic fragrance sector has had an average annual growth rate of over 20 percent, with the growth of high-end perfumes exceeding 30 percent. International groups like Inter Parfums and Coty have seen major growth, even doubling their business in China.

In 2024, the world's largest cosmetics company, L'Oréal, announced its investment in the Chinese fragrance brand To Summer, its second investment in a local Chinese fragrance brand, following its 2022 investment in Documents. In addition to L'Oréal, American cosmetics giant Estée Lauder also invested in Melt Season at the end of 2023, the group's first investment in a Chinese fragrance brand.

In addition to the fragrance industry, the wellness sector can be linked to many other economically viable fields, including literature, tourism, tea culture, jewelry and yoga.

Jiang said that in addition to writing awareness notes, she has also participated in offline psychological counseling, and she believes the results have been very good.

According to Zhang, many companies are now consciously collaborating with third-party organizations to provide free psychological counseling for employees in need. Additionally, due to her work in the education sector, she has observed that an increasing number of teenagers are facing psychological issues and require more solutions.

In Yang's opinion, with fast-paced lifestyles and increasing social pressures, more people will turn to self-healing and personal growth. They are seeking ways to reduce stress, improve their emotional wellbeing, and boost both physical and mental health. As a growing sector, the wellness economy has a bright future ahead.

He also pointed out that the industry faces several challenges, such as a lack of market regulation, inconsistent service quality, and the absence of scientific backing for certain forms of therapy.

As consumers' expectations for outcomes continue to rise, providing high-quality services will be key to the sustained development of the wellness economy, he suggested. BR

(Print Edition: The New Art of Being)

Copyedited by G.P. Wilson

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