[Video] Stay fit, stay connected: China’s outdoor sports wave

Outdoor sports in China aren’t just for the young. According to the China Outdoor Sports Industry Development Report (2022-2023), the largest consumer group is the post-90s generation (36.1%), followed closely by the post-80s generation (32.5%). Based on data from travel website Mafengwo, each age group has distinct activity preferences too. Post-80s and post-85s enjoy fishing and frisbee, while post-90s favour surfing and snorkelling, post-95s are drawn to wild camping and post-00s prefer skateboarding.

Outdoor sports in China aren’t just for fitness either. For stressed adults, they offer therapeutic relief from urban chaos and a chance to recharge. For families, they are opportunities for quality bonding time. For youths, they are a hip and cool way to hang out with friends. Driven by media portrayals and rising health consciousness, the appeal of outdoor activities continues to grow. This trend is reflected in the 79% year-on-year increase in outdoor sports-related online orders in the first half of 2023 and 221% compared to 2019, as highlighted in the report.

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