V-March: Veganuary’s New Sister Campaign Expands the Plant-Based Movement in China
The global success of Veganuary continues to gain momentum, and now it’s taking a strategic step into China with the launch of V-March (Mangchun Sanyue, 茻春三月). This new campaign, developed by China Vegan Society with the support of Veganuary’s global team, will run throughout March 2025, introducing the plant-based challenge to a market with deep plant-based culinary traditions and massive growth potential.
With over 50 businesses in China already committed to participating, V-March will serve as a major catalyst for plant-based growth in both China and broader Asian markets.
Why China? Why March?
Veganuary, which encourages people to try a vegan diet for the month of January, has become a global phenomenon, with 25.8 million participants worldwide in 2025. However, launching it in China during January presents a unique challenge—the Lunar New Year often falls between late January and early February, a time when people gather for traditional, often meat-heavy, celebrations.
Recognizing this, China Vegan Society created V-March as a better cultural fit, allowing plant-based exploration to take center stage after the holiday season.
“China boasts extraordinary plant-centered culinary traditions. We have more reasons than ever to celebrate those traditions amid all the health, ecological, and ethical crises we are struggling with today.”
– Jian Yi, Founder & CEO, China Vegan Society
By launching in March, V-March aligns with a renewed focus on health, sustainability, and innovation—and the participation of major businesses in China suggests strong market interest in plant-based foods.
The success of Veganuary has demonstrated that plant-based trials lead to long-term purchasing shifts. V-March is expected to drive similar consumer behavior in China, creating a key opportunity for retailers and foodservice operators looking to expand their plant-based offerings.
What This Means for the Global Plant-Based Movement
V-March is more than just an extension of Veganuary—it’s an indicator of plant-based eating’s global adaptability. While the concept of a month-long vegan challenge started in the UK, its success across 20+ countries proves that localized, culturally relevant adaptations are key to driving plant-based growth.
“As people become more aware of the incredible impact our food choices have on the health of our planet, attitudes towards plant-based eating are changing everywhere.”
– Toni Vernelli, Head of Communications, Veganuary
With China’s growing plant-based sector and businesses eager to participate, V-March has the potential to drive real market shifts. Buyers should watch closely—this could be the start of a major expansion in plant-based product demand in Asia and beyond.