V-March Interview: Meet the Team Behind the Campaign That Helps Chinese People Go Vegan

When it comes to plant-based diets, the V-March campaign says Chinese consumers are motivated primarily by health and food trends.

With China’s protein consumption surpassing that of the US, and a majority of it coming from plants, the potential for a Veganuary-style campaign has never been riper. With its inaugural drive done in March of this year, the China Vegan Society talks to Green Queen about the potential for a plant-based diet shift in its home country.

According to a 2024 survey, when Chinese consumers are informed of the benefits of a vegan diet, 98% say they’ll eat more of these foods. Meanwhile, nearly a dozen hotels have introduced plant-based protein policies in the country, and the government has been promoting alternative proteins as well.

It’s what spurred the folks at China Vegan Society (CVS) to launch Mangchun Sanyue (Vegan Spring March, or V-March), a 31-day challenge to get people to eat exclusively plant-based. The initiative chose March because the Lunar New Year falls between late January and early February, making it an unsuitable period to ask people to initiate lifestyle changes.

Over 70 restaurants and brands participated, including Oatly, Island Resorts Hotel, and Impact Hub Chongqing. It reached seven million people on social media, with over 70,000 engaging with related content and hundreds joining its official chat groups.

A small survey by the organisation found that a majority of the participants (77%) were women, and 58% maintained their diet throughout the month. Over half said they intend to stay vegan after V-March, while 22% planned to reduce their intake of animal products.

At the end of the month, CVS collaborated with plant-based organisation Veg Planet to announce the annual China Vegan Day, which will be inaugurated in 2026 and take place on the Spring Equinox each year (usually sometime during March).

“V-March attracted participants from across the country who were motivated to shift towards a plant-based diet for health, ethical, and environmental reasons,” Jian Yi, founder and CEO of CVS, tells Green Queen. “Overall, within our V-March participant groups, we saw people joining and completing the challenge with a very positive attitude.”

We spoke to him about the motivations behind the campaign, the plant-based landscape in China, and what’s next for V-March.

This interview has been edited for clarity and concision.

Green Queen: Why did you decide to launch V-March, and how was it received?

Jian Yi: While there is a successful Veganuary campaign in the west, we noticed a lack of large-scale public initiatives in Mainland China to help people transition to a vegan lifestyle. There was no campaign that offered practical guidance, education, simple recipes, or community support – all of which are crucial for making sustainable lifestyle changes.

That’s exactly why we launched V-March – a campaign inspired by Veganuary and designed to motivate and support people in shifting to a plant-based diet and learning more about veganism. The aim is not only to raise awareness but also to help participants implement vegan principles in their everyday lives.

In its very first year, V-March reached approximately seven million people across China, sparking widespread awareness of conscious food choices and inspiring action toward a more sustainable lifestyle.

Out of those seven million people exposed to V-March content, more than 70,000 actively engaged through comments, shares, and online discussions – expressing interest, support, and enthusiasm for the month-long vegan challenge.

During the campaign, 330 participants joined the official V-March WeChat and RedNote groups, engaging in daily conversations and sharing their meals, personal reflections, and victories in adopting a plant-based lifestyle. In addition, 287 users checked in daily using the China Vegan Society WeChat Mini Program to document their journey.

GQ: What is the word for vegan in Chinese? Who chose it?

JY: Like many other languages, the Chinese language did not have a native word to match the English words ‘vegan’ or ‘veganism’. In Chinese, the term most commonly used for ‘plant-based’ is 素 (sù), but it is traditionally limited to food and doesn’t fully reflect the broader vegan lifestyle. It can also refer to vegetarianism or other plant-forward diets, and sometimes carries connotations of blandness or dullness.

To avoid these stereotypes and create a more inclusive and meaningful identity, the Good Food Fund, a Chinese food systems transformation non-profit I founded, launched a national contest inviting people to recommend one native Chinese character to represent ‘vegan’ or ‘veganism’.

More than 10,000 people participated in the contest, and the winning entry was the obsolete traditional character 茻 (mǎng). This character, made up of four grass radicals, symbolises lush growth, thriving nature, and abundance of life, perfectly aligning with the values of a vegan, sustainable lifestyle.

When CVS was founded in 2021, we used 茻 in our official name and started to promote its use nationally. We also conducted a survey, which showed that the top associations with 茻 were sustainable lifestyle, healthy living, and plant-based diet.

GQ: How big is the awareness around vegan diets in China? Do most people know the term?

JY: Awareness of vegan diets in China is growing, especially in first- and second-tier cities and among younger generations. However, it remains relatively niche compared to Western countries.

The terms 纯植物饮食 (plant-based diet) or 严格素食 (strictly vegetarian) are not widely recognized by the general public. Most people are more familiar with 素食 (sùshí), often linked with Buddhism and vegetarianism.

In cities like Shanghai, Beijing and Shenzhen, awareness is increasing rapidly thanks to influencers promoting the plant-based lifestyle, the rise of plant-based restaurants and cafés, international trends entering the Chinese market, and health and environmental concerns among Gen Z and millennials.

China’s 2016 dietary guidelines recommending a 50% reduction in meat consumption helped spark national conversations. However, challenges remain, such as limited vegan labelling, a lack of understanding about what veganism entails, and confusion in restaurants.

In summary, while veganism is still a niche movement in China, it’s growing steadily in urban, educated, and youth-driven communities.

GQ: How many vegans are there in China, and how many vegetarians? Has there been any change in the last few years?

JY: Precise data on vegans is scarce, but a Statista report suggests that about 4% of the population follows a vegetarian diet. That translates to approximately 56 to 70 million people in China.

While it’s unclear how many are strictly vegan, there’s a clear upward trend when it comes to interest in plant-based eating, particularly among urban consumers.

GQ: What are the demographics of vegans in China?

JY: According to the first China vegan lifestyle market survey by CVS, 55% are female and 45% are male. Of these, 41% are from first-tier cities, 41% from second-tier, and 18% from third-tier cities.

People living in first and second-tier cities tend to have better access to plant-based options, higher education, and more awareness about health and environmental issues.

Among V-March participants, 77% were female, 19% male, 2% non-binary, and 2% preferred not to disclose their gender. Plus, 77% had a Bachelor’s degree, 15% a college diploma, and 9% a Master’s degree.

GQ: What are the most popular vegan brands and products in China?

JY: China has a long-standing tradition of plant-based eating. Products like tofu, soy milk, and mock meats are widely consumed, even if not explicitly labelled as vegan.

Popular vegan brands include Oatly, a top advocate for vegan lifestyles, widely available and enjoyed by both vegans and non-vegans; Vitasoy, a familiar plant milk brand; and local vegan restaurants like QingChun Perma, Vege Tiger, and Su Man Xiang, known for affordable and delicious plant-based meals.

However, many packaged snacks or imported foods aren’t recognised as vegan due to a lack of clear labelling or consumer awareness.

GQ: It seems like plant-based meat startups have not been very successful in China. Can you share your thoughts on this?

JY: There are several reasons [why this is the case].

Health concerns: Traditional Chinese mock meats and tofu are made from simple ingredients like soy, without the added oils or salt often found in western-style plant meats. Many consumers prefer these cleaner, more natural options.

Pricing: Tofu and traditional alternatives are cheap, widely available, and sold in bulk. Plant-based meats are often significantly more expensive.

Cultural fit and marketing: Plant-based meats are usually presented in Western formats (for example, patties and meatballs), which don’t align with Chinese cooking habits. Meanwhile, traditional alternatives integrate seamlessly into local cuisine.

Surveys suggest that most Chinese consumers choose plant-based diets for health reasons, but many perceive plant-based meats as less healthy than animal products or traditional tofu-based alternatives. Plant-based meat brands need better cultural adaptation, pricing strategies, and public education.

GQ: What are people’s biggest motivators towards reducing animal proteins/eating more plant-based?

JY: Our market survey shows that 36% of consumers chose plant-based diets for health reasons, 22% were influenced by trendiness, and 21% followed religious beliefs.

The V-March survey, meanwhile, found that 23.5% participated for health reasons, 18% for ethical reasons, and 17% for environmental reasons.

GQ: Is there strong awareness about reducing meat consumption to reduce greenhouse gas emissions?

JY: While specific data is limited, there’s a visible rise in environmental awareness, especially among the younger generation. We’re seeing more content on social media about sustainable living, often including plant-based themes.

In our V-March campaign survey, 17% of participants said they tried plant-based eating for the environment, and 13% said they learned more about food’s environmental impact during the campaign.

GQ: How is Veganuary involved (if at all)? Are you working with any other organisations too?

JY: Veganuary was a major inspiration for V-March. The Veganuary team generously shared resources with us, including starter tips and recipes, and promoted our campaign launch on their Instagram page, helping us gain international exposure.

We didn’t collaborate with international organisations this time, but we worked with several local brands and groups, who supported us by sponsoring gifts for participants.

GQ: What celebrities and influencers are linked to vegan diets in China? Are you working with any of them?

JY: For this year’s V-March, we invited actor Huang Junpeng, who kindly shared our poster and quote on his platform.

Other known vegan celebrities in China include actress Zhang Jingchu, actress Pan Shiqi, actress Tian Yuan, and singer Long Kuan. We hope to collaborate with more public figures in future campaigns.

GQ: What is your hope for next year’s campaign?

JY: We aim to professionalise the campaign further, offering participants an even better experience with more practical tips, easy recipes, and accessible guidance.

We also want to simplify the process of joining the challenge by making it sound less intimidating, while still encouraging commitment and rewarding progress.

Most importantly, we want to reach more people, grow our impact, and help make V-March a new post-CNY tradition in China. It’s the perfect time for people to try a lighter diet, explore the benefits of plant-based living, and connect with a like-minded community. We hope to create a strong, supportive movement rooted in compassion, health, and sustainability.