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.