Lululemon Hosts Yoga Event at Shanghai’s CIIE, Tapping into Chinese Cultural understanding of Wellness
SHANGHAI – Lululemon staged a special yoga event during the weekend at the China International Import Expo (CIIE) in Shanghai, aiming to connect with attendees through its core philosophy of well-being. The event served as a counterpoint to the expo’s bustling atmosphere, offering a moment of calm and reinforcing the brand’s commitment to holistic health.
This year’s CIIE, which concluded recently, drew over 4,100 overseas enterprises representing more than 155 countries, regions, and organizations. Lululemon’s presence at the expo reflects a broader industry trend of brands seeking to understand and cater to the unique wellness priorities of the Chinese market. The company’s approach is informed by extensive research into the cultural foundations of well-being within China.
to gain deeper insights, Peng and his team conducted a survey of over 50,000 Chinese individuals. they also leveraged big data and artificial intelligence to analyze a vast range of Chinese written materials – from ancient Confucian, Buddhist, and Taoist texts to Ming and Qing dynasty literature, archives of People’s Daily content, and contemporary social media posts. This research aimed to identify the ”cultural DNA of Chinese well-being,” informing Lululemon’s strategies for engaging with consumers on a more meaningful level.
The yoga event provided a tangible expression of these insights, offering a space for participants to experience Lululemon’s well-being philosophy firsthand.
[Image of Lululemon’s special yoga event during CIIE. Courtesy.]
