Heading outdoors is a new choice for young Chinese people trying to shake off the office routine.
On September 3rd, American-born Chinese athlete Eileen Gu shared her 21-kilometer mountain hike in New Zealand on Weibo, calling it a “21st birthday gift” to herself. Just days before, Chinese actor and singer Wang Yibo’s outdoor adventure documentary Exploring New Frontiers aired on Tencent, featuring his experiences in rainforests, snowy mountains, and deserts. The daring shot of him sleeping in a hammock on a cliffside quickly spread across Chinese social media.
From sports stars to entertainers, outdoor sports seem to have captured the hearts of Gen Z celebrities. The outdoors isn’t only being enjoyed by celebrities though.
During this past summer, Beijing resident Wang Xiaocheng noticed more friends getting involved in outdoor sports, equipped with professional gear. “They’ll go rock climbing on wild cliffs, even hammering in their own pegs as they climb,” Wang said.
According to a report compiled by Kurun Data and Mob Research Institute, outdoor sports have become a lifestyle choice for an increasing number of young Chinese people. Among those confirmed as outdoor enthusiasts, nearly 90% engage in outdoor activities once or twice a month. Over 98% have tried activities like hiking, cycling, camping, and kayaking. Almost half have participated in more ‘hardcore’ activities like rock climbing, trail running, and diving.
For many young people, outdoor sports are a way to break free from the stress of their jobs. The same report reveals that corporate employees make up the largest segment of outdoor enthusiasts. They total 55%, with the majority between 25 and 34 years old (61%).
Meng Xiangxue, born in 1997, enjoys hiking and joined her university’s outdoor club. Now, she hikes on nearby mountains every weekend and chooses to climb snowy peaks during holidays.
For many enthusiasts, hiking offers not just a good workout, but also deep social connections. Cecilia, a white-collar worker, made friends from various industries through hiking, and despite their 9-to-5 jobs, they always find time to join in. The Mob Research Institute discovered that people aged 18 to 24 often take up outdoor sports to “make friends.”
For those aged 25 to 34, outdoor activities are a way to relieve work and life stress.
Social media plays a significant role in expanding the popularity of outdoor activities. The phrase ‘Life is a wilderness’ (人生是旷野 Rénshēng shì kuàngyě) has become a viral expression. Young people eagerly share their photos and videos under various outdoor sports hashtags. According to data from Xiaohongshu (Little Red Book), 130 million outdoor-related posts were shared in 2023, a 270% year-over-year increase.
Some veteran outdoor enthusiasts have even made career changes, transforming their passion into full-time pursuits. Lin Xixi, an outdoor blogger from Shenzhen, left her finance job to become a full-time content creator, documenting her adventures.
For many, outdoor sports are a temporary escape from daily life, but for others, it represents an alternative lifestyle. As one journalist from Sanlian Life Weekly also noted, “Human civilization has confined us in concrete buildings, from our bodies to our minds. More and more young people are waking up and stepping out of the concrete jungle.”
Outdoor activities challenge both body and spirit, allowing participants to push their limits and experience the satisfaction of physical exertion, leaving them feeling revitalized. The natural environment also offers space for emotional reflection, enjoying time away from devices and work.
According to Huang Jin, director of the Sports Culture Development Center at China’s General Administration of Sport, “Outdoor activities are becoming eco-friendly endeavours that encourage people to embrace nature, prioritizing health, freedom, and spiritual rejuvenation.”
People are now combining sports and travel, enhancing the appeal of destinations. According to a report by the China Tourism Academy, outdoor activities like mountaineering, skiing, hiking, and marathons have significantly boosted local tourism.
For example, Thousand Island Lake cycling in Hangzhou, Jino Mountain rainforest hiking in Yunnan, city night cycling in Beijing, and coral reef diving in Sanya are gaining popularity. Climbing destinations like Emei Mountain, Huangshan, and Changbai Mountain are among the hottest spots for 2024 bookings.
Zunyi’s Suiyang County in Guizhou Province offers stream tracing, a thrilling activity where participants hike and climb upstream through gorges.
These adventures don’t necessarily come cheap, however. A first-timer, Ms. Zhu, spent nearly 7,000 RMB on gear, including hiking boots and emergency supplies.
The outdoor gear industry in China, from backpacks to survival tools, has seen rapid growth, with items like windproof jackets becoming fashion staples. Brands like Decathlon, Camel, and Arc’teryx have strong recognition in China. As outdoor sports gain traction, the market for outdoor products is projected to reach 240 billion RMB by 2025.
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