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Tag: Veganuary

V-March 2025: A Groundbreaking Moment for the Plant-Based Movement in China

Written by Benjamin Davis on . Posted in Global Marketplace.

The first-ever V-March campaign, launched by the China Vegan Society in March 2025, has proven to be a transformative initiative for plant-based awareness and lifestyle change across China. Modeled after global vegan challenges like Veganuary but tailored to the Chinese cultural calendar, V-March combined digital engagement, real-world activations, and cross-sector partnerships to successfully introduce and promote plant-based living in a country where dietary shifts have global impact.

Reaching Millions with a Simple Message: Try Vegan This March

The campaign reached approximately 7 million people across China through national media exposure, social media buzz, and grassroots events. Influential platforms such as Phoenix News, Toutiao China, and People Online Media amplified the message, while collaborations with international partners like Veganuary, ProVeg International, and Vegconomist gave V-March global recognition​.

Of those reached, more than 70,000 engaged directly with the campaign—joining online communities, participating in WeChat check-ins, and playing interactive games like V-Quiz. 40 restaurants and shops in cities including Beijing, Shanghai, and Guangzhou partnered with V-March to offer exclusive plant-based dishes and immersive vegan experiences​.

Real Behavior Change with Health as the Top Driver

Survey data revealed that 58% of participants maintained a fully vegan diet throughout the month, with 80% of survey respondents indicating they will continue their plant-based eating in some way after the end of V March. Health emerged as the leading motivator, cited by 23.5% of respondents, followed closely by animal welfare and environmental protection​.

Notably, participants reported significant improvements in energy levels, mood, body weight, and overall health. For many, the campaign wasn’t just a one-month experiment—it was the start of a lifelong journey.

A Whole Ecosystem of Collaboration

V-March was not a solo endeavor. More than 30 supporting brands—from food and skincare to sustainable hospitality—helped bring the experience to life through giveaways, discounts, and digital engagement. The campaign also raised funds for environmental restoration through a partnership with the Alashan SEE Ecology Association, helping to plant 870 trees and reclaim over 2,600 square meters of desert land​.

Key Takeaways for the Plant-Based Industry

For foodservice operators, retailers, and plant-based brands, the success of V-March offers crucial lessons:

  • Health-driven marketing remains compelling, particularly when paired with environmental and ethical benefits.

  • Community engagement, gamification, and rewards can effectively drive participation and behavior change.

  • Whole-food plant-based options and accessible education (such as ingredient guidance and cooking tips) help newcomers succeed.

  • Dining out remains a key challenge, suggesting a clear opportunity for restaurants to expand plant-based offerings.

V-March’s inaugural year has laid a powerful foundation for what could become one of the most influential vegan campaigns in Asia. As the movement grows, it will continue to serve as a vital platform for education, behavior change, and environmental action—all rooted in the simple act of eating with intention.

For brands and stakeholders looking to tap into China’s plant-based potential, the message is clear: The seeds of change have been planted. Now is the time to help them grow.

Veganuary 2025 Breaks Records and Inspires Global Expansion 

Written by Benjamin Davis on . Posted in Foodservice, Global Marketplace.

Veganuary has once again proven to be a driving force in shifting food choices worldwide, with a record-breaking 25.8 million participants taking the pledge to eat plant-based this January. Now in its 11th year, the campaign has grown into a global movement, inspiring policy changes, restaurant innovations, and new product launches across multiple industries. 

And the momentum doesn’t stop here. This March, China will launch its own monthlong plant-based challenge—V-March—marking a major step forward for plant-based eating in one of the world’s most influential food markets. 

 

Why Veganuary’s Growth Matters for the Plant-Based Industry 

The success of Veganuary 2025 is a clear indicator of shifting consumer demand and an expanding marketplace for plant-based products. More than just an individual challenge, Veganuary has become an annual catalyst for food industry innovation, with participation spanning multiple sectors: 

  • Restaurants & Foodservice: Over 50 restaurants in New York City alone introduced special Veganuary menus, showcasing new and improved plant-based dishes.
  • Retail & Brands: Major companies like Lidl GB launched 28 new meat-free products, while plant-based brands like Squeaky Bean and Cauldron Foods introduced innovative tofu offerings.
  • Corporate Engagement: More than 40 employers across industries like media, education, and solar energy took part in the Veganuary Workplace Challenge, integrating plant-based options into corporate food programs.
  • Policy Support: The City of West Hollywood officially promoted Veganuary, with Mayor Chelsea Lee Byers issuing a formal proclamation encouraging businesses and residents to participate. 

These developments demonstrate the mainstream adoption of plant-based eating—not just among individual consumers but also within corporations, city governments, and multinational food companies. 

“While there is some debate over the health aspects of plant-based meat, the environmental benefits of plant-based protein are undeniable, and this is what is drawing more and more people to choosing plant-based foods as part of their effort to reduce their climate impact.”
– Toni Vernelli, Head of Policy and Communications, Veganuary 

 

The China Expansion: V-March Takes the Concept Further 

Veganuary’s influence is now expanding into new regions and cultural contexts, with the China Vegan Society launching Mangchun Sanyue (V-March)—a monthlong plant-based challenge tailored to the Chinese calendar. 

The timing is strategic: Lunar New Year, which falls between late January and early February, is not an ideal period for dietary changes. By shifting the challenge to March, V-March aligns with a time when Chinese consumers may be more open to experimenting with plant-based foods. 

  • Over 50 businesses in China have already committed to launching or promoting plant-based products for the campaign, with more expected to join.
  • Government-backed alternative protein initiatives are gaining momentum in China, including the establishment of Beijing’s first cultivated meat and fermented protein R&D center.
  • A 2024 survey found that when Chinese consumers are informed about the benefits of plant-based eating, 98% say they plan to eat more plant-based foods. 

“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 

 

What This Means for the Future of the Global Food System 

With each passing year, Veganuary cements itself as more than just a temporary diet shift—it’s a powerful force driving long-term change in the food industry. The campaign’s expansion into China and its continued corporate, retail, and policy engagement signal a broader shift toward plant-based eating on a global scale. 

For brands, retailers, and foodservice providers, this is an opportunity to capitalize on growing consumer demand: 

  • Long-Term Behavior Change: Six months after Veganuary 2024, 27% of participants remained fully vegan, while 54% reduced their meat and dairy consumption by half.
  • Retail Innovation: Companies that embrace Veganuary as a product launch moment are seeing sustained demand beyond January.
  • Foodservice Expansion: As more restaurants introduce plant-based menu items, plant-based cuisine is becoming a year-round staple rather than a seasonal experiment. 

With alternative proteins rising in China, plant-based food options growing across global retailers, and policies supporting plant-forward initiatives, the plant-based movement is no longer a trend—it’s an integral part of the future of food. 

V-March: Veganuary’s New Sister Campaign Expands the Plant-Based Movement in China 

Written by Benjamin Davis on . Posted in Global Marketplace.

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.