Burning money

Nearly 80 percent of young people want to lose weight, with over 50 percent actively trying, according to the 2025 Young People's Weight Loss Report by Just So Soul, the research arm of Chinese social app Soul.

For 60 percent, exercise is the preferred weight-loss method, though 60 percent of those give up within three months. Despite challenges, more than 20 percent have successfully lost around 10 kg, the report said.

Many young people are highly motivated when they start, but later burn out, discouraged by expensive programs, fad diets, and fleeting results.

"I've probably spent more than 50,000 yuan ($7,000) in the past five years just trying to lose weight. Gyms, boot camps, slimming teas, apps, beauty salon treatments — you name it, I've tried it," said Chen Wen, a 28-year-old brand strategist from Shanghai.

Chen started trying to get fit in her early 20s and was convinced she would eventually find the right method. She signed up for a high-end gym in Jing'an district that charged nearly 1,000 yuan a month. For three months, she faithfully attended early morning spin classes and strength training sessions, but the results were patchy.

"The schedule was too intense. After late-night client dinners, there was no way I could keep it up," said Chen.

Next came intermittent fasting, juice cleanses, and calorie-counting apps. She spent 2,000 yuan on a package of imported "detox" juices that promised rapid results. "I ended up hungry, dizzy, and bingeing on hotpot with friends the following weekend," she said with a laugh.

Beauty salons were another costly detour.

Chen tried "fat-burning" treatments with AI body scans that claimed to target "stubborn" areas. Each session costs 800 yuan, and she completed nearly 10, but the changes were barely noticeable.

"It felt more like I was burning my money more than burning fat. Despite all my efforts, the weight always came back, and what I lost most wasn't fat — it was my confidence. Every time I failed, it wasn't just about my body — it felt like I was failing as a person," said Chen.

She came to realize the problem wasn't her willpower, but the unsustainable methods she was using. Now, instead of punishing herself with rigid diets and grueling routines, Chen takes evening walks in a small park near her apartment, cooks balanced meals with fresh produce, and meditates to ease stress.

"While I still hope to slim down, my priorities have changed. I want to feel strong, energetic, and comfortable in my own skin; for me now, that's the real definition of fitness," she said.

Avoid quick fixes

Nutritionist Zou Yu, a 39-year-old in Kunshan, Jiangsu province, has seen firsthand how many people struggle with misinformation and unrealistic expectations.

She has spent 14 years helping over 1,000 clients navigate the challenges of weight management, guiding them toward practical, long-term strategies for healthier living.

"In one-on-one consultations, most clients aim to improve health markers rather than appearance. Obesity often brings endocrine disorders, fatty liver, high blood lipids, and other risks," said Zou.

Her personalized nutrition plans help clients who previously relied on extreme diets, by meeting their individual metabolic needs and providing a variety of foods and balanced nutrition for effective weight loss.

One client, for instance, repeatedly failed in his weight loss efforts, after following extreme and liquid-only diets. Zou created a tailored meal plan for him.

"He followed the plan without feeling deprived. After a month, he lost 5 kg and felt energized," she said.

China's meal replacement market reached 175 billion yuan in 2023 and is expected to grow to 353.49 billion yuan by 2027, with an average annual growth rate of approximately 19.5 percent, according to an iiMedia Research report released in 2023.

Products like meal replacements can help clients achieve results, but Zou warns against long-term reliance on them.

"They may reduce energy intake temporarily, but the weight often returns when normal eating resumes. Sustainable results come from methods suited to an individual's body," she said.

Over the years, Zou has observed a shift in both the consumer mindset and professional practices. "Previously, people relied on pills, extreme diets, or laxatives, which could harm the body. Today, practitioners have medical or nutritional expertise, guiding clients safely. Consumers increasingly trust science-based approaches and seek professional guidance," she said.

Technology also significantly improved Zou's work efficiency, allowing her to analyze clients' daily nutrition and energy intake through photos and apps with AI dietary analysis. Wearable devices provide valuable data on sleep quality, activity levels, and heart rate, offering crucial insights for weight-loss progress.