Today brand First annual “518 Nutrition Day” in Chinawhich was held just two days from the next Holiday “520”.
Sponsored by Xinhua News Agency and guided by the Chinese National Nutrition Committee, this event was created in response to the “Healthy China 2030” Initiativea national project designed to promote health knowledge and foster mass market appeal for a healthy lifestyle.
There is no doubt that maintaining good health is of the utmost importance to Chinese citizens from all socio-economic backgrounds. probably doubled in light of the pandemic.
Despite this quest for a healthy lifestyle, a street interview recently conducted by Xinhua showed that the vast majority of Chinese citizens were “ignoring the essential nutrients that make up a well-balanced diet“. In fact, the “Generation Z Consumer Trends Report (2022)” released by JD Health (a subsidiary of one of China’s e-commerce giants JD.com) prompts nutritionists to express concern about the overconsumption by the younger generation of anxious health care trends.
The creation of this event thus became an excellent opportunity to convey the government’s message on the importance of “dietary diversification” and a “scientific intake of seven nutrients”.
Nutrition experts were seen conducting interactive activities with the public on Weibo and sharing specific dietary recommendations for key age groups ranging from office workers who lead fast-paced lives to elderly people, propelling the hashtag “518 China Nutrition Day” to attract over 42 million views on the largest microblogging site. Other live shows covered hot topics like “How to Personalize Nutrition” and even debunked popular nutrition myths.
By subscribing to the theme “Scientific Nutrition for a Healthy China”, this initiative has certainly attracted the attention of adults and young people alike, who showed their support by the dozens online. Part of their success in raising awareness can be attributed to the familiar faces featured in the ads, from beloved world ski champion Eileen Gu to other professional athletes on the Chinese national cycling, rugby and volleyball teams .
With a message that rings true for Chinese people from all walks of life, companies in the food and beverage industry as well as the sports industry have currently a unique opportunity to participate in the future of the festivities of this new celebration. The “518 China Nutrition Day” will certainly pave the way for a healthier population for years to come.
