The rapid expansion of China’s middle classes is transforming the consumer landscape. These increasingly affluent consumers are seeking ways to lead healthier lives, fuelling demand for products and brands from across the globe that are linked to health and wellness. In the Year of the Rooster, the markets for healthy food, drinks and fitness will expand. The challenge for brands will be in remaining sympathetic to the country’s wellness traditions, while providing enough modern luxury to satisfy people’s desire for hi-tech solutions. Global fitness and lifestyle brands are already making a big impression in China, and many have announced ambitious launch and expansion plans. These include apparel brands Lululemon and Under Armour, along with Nike, fitness club chain Virgin Active, and Adidas, which has plans to open 3,000 new stores in China by 2020. The pursuit of fitness and wellbeing will also prompt a rise in niche health and wellness retailers. Smaller store footprints that can offer a more personalized service from knowledgeable sales representatives will appeal to health-conscious consumers seeking expert guidance. This shift explains the recent rise of Chunbo, a niche B2C e-commerce platform specializing in healthy, organic foods.