What’s China’s new luxury status symbol? A curvy butt
Memberships of high-end gyms – and social-media posts of toned people breaking a sweat – soar as fitness seen as aspirational must-do activity
We’ve all seen the carefully curated gym pictures going out on social media.
Yet, more than just a chance to flash the flesh, fitness and exercise have a whole new meaning in China. Fitness is the new status symbol of luxury and wealth.
Bling is “tuhao” (nouveau-riche and lacking in class), Gucci is “something my Mum wears”, and a YSL lipstick is fine for entry-level luxury. But if you want something that says “I have plenty of free time, I am as up-to-date as can be with international trends, and I am a class above” – you want a toned bod with a booty to boot.
A fine physique takes much more money, know-how, and time to build.
Shapes and muscles speak of privilege, and are fast becoming a badge of social status itself.
A growing segment of China’s young, wealthy class is shifting attention from obvious brand purchase to fitness and bodybuilding.
According to a 2017 report by Cheung Kong Graduate School of Business, more than 37,000 fitness clubs have bubbled up in China in the past few years.
Fitness premiumisation is going so strongly to a point that gyms charging annual memberships of 10,000 yuan (US$1,600) are doing better than normal gyms charging 3,000 yuan.
High-end gyms such as Crossfit Slash and SpaceCycle have been doubling the number of their outlets each year in Beijing and Shanghai, since the demand from the elite class is so high.