In China, “Light medical beauty” (輕醫美) is the hottest term in the private medical beauty world. If you’re a Western brand, you’d probably recognise it as “medical aesthetics,” though that doesn’t quite capture the buzz it’s generating across the country.

We’re not talking about slapping on a bit of moisturiser or going full Kardashian with surgical facelifts. This is the middle ground — the sweet spot — between your everyday skincare and a scalpel-wielding surgeon. Non-invasive treatments that have you looking younger, fresher, and positively radiant, all without needing to hide behind oversized sunglasses for a week.

Think of treatments like injectables, photo-rejuvenation, picosecond laser, Thermage, and HIFU (high-intensity focused ultrasound). These are the treatments promising quick recovery and minimal fuss, with results so striking you’ll be doing double takes every time you pass a mirror.

The real headliners here? Skin management and anti-ageing treatments. They’re the heavyweight champs in this arena, pulling in the crowds and keeping the tills ringing all across China.

And the market is skyrocketing. According to the China Medical Aesthetic Industry Insight Report 2023 by Deloitte and Allergan Aesthetics, this sector is set to soar to stratospheric heights. By 2030, the market is projected to reach a staggering 415.7 billion yuan (around US$57.38 billion). And let’s not overlook the fact that in 2023 alone, it was already worth 146.1 billion yuan (roughly US$21.16 billion), boasting a compound annual growth rate of 16.11%.

It’s a lucrative arena that’s only going to get bigger.

South Korea, now the 9^th largest wellness market globally, is flexing its muscles with an impressive KRW 4.582 trillion (about US$3.36 billion) in sales to its name.

But how did we get here? What’s behind this astronomical rise?

It’s a potent mix of shifting demographics, a tech-savvy population, and a cultural shift that’s seen South Koreans investing in their health and well-being like never before. The figures speak for themselves: 84.4% of South Korea’s 51.8 million residents are taking health supplements, according to the Korean Health Functional Food Association (KHFF).

Leading the charge is the rapidly ageing population. South Koreans are living longer, but they’re not content with the stereotype of old age spent knitting scarves and sipping on herbal teas. They’re determined to stay sharp, lean, and lively, and they’re willing to splash out on products that promise to keep them in fighting form — whether it’s trimming waistlines or boosting brainpower.

But it’s not just the silver-haired crowd driving this trend. According to a report by Dong-A Ilbo, Gen Z and millennials are emerging as a core customer base. 

These digital natives are hyper-aware of their health, always on the lookout for the next big thing in wellness. They want products as cutting-edge as the latest tech and are more than willing to invest in anything that keeps them in peak condition.

The Global Wellness Institute (GWI) backs this up, highlighting that South Korea isn’t just playing catch-up in the wellness economy — it’s setting the pace in several key areas. The country ranks #6 globally in physical activity and traditional & complementary medicine. It’s also #8 in public health, prevention & personalised medicine, and workplace wellness.

Now, if you think Christmas family gatherings are a big deal, you’ve clearly never experienced Chuseok (추석) in Korea.

Imagine rolling Thanksgiving, Christmas, and a raucous family reunion into one colossal three-day bash. Chuseok is one of Korea’s biggest holidays, where families come together to feast, pay homage to their ancestors, and celebrate the bountiful harvest. 

At the heart of Chuseok is charye (차례), an ancestral rite that sees families offering freshly harvested crops and delicately prepared dishes to their forebears. It’s a gesture of gratitude that’s both heartfelt and somehow manages to escape the clutches of time.

China is a market like no other. It’s fiercely competitive, with brands from all over the world vying for the attention of over a billion consumers. So, how do you make your mark in such a crowded arena? It’s simple: data-informed decisions. Xiang Chen, our VP of Strategy and Insights, nails it: “You cannot expect the market to meet you; you must meet the market.”

At WPIC, we live and breathe it. Our not-so-secret weapon? Discripto®. 

Discripto® is WPIC’s proprietary data collection and analysis tool. It marries top-tier data collection systems with real consumer and platform data, all meticulously dissected by our sharp team.

The outcome?

Insights that steer brands through everything from market entry strategies to fine-tuning their e-commerce operations. As Xiang describes it, “It’s a beautiful combination of technology, process, and people.”

China regulates its cosmetics market through the National Medical Product Administration (NMPA). 

For decades, they were adamant that every cosmetic product on Chinese (physical) shelves had to undergo animal testing. This was, understandably, a deal-breaker for cruelty-free brands, which adhere to ethical standards that vehemently oppose such practices.

But, times have changed.

As of 2021, China has lifted the mandatory animal testing requirement for most cosmetics — think skincare, makeup, hair care, and perfume. The new rules have cleared away the bureaucratic cobwebs that once ensnared businesses in this sector.

This is a game-changer for brands committed to cruelty-free practices. Instead of animal tests, manufacturers can now employ alternative methods to prove product safety, provided they meet a few specific criteria.

Let’s break it down a bit further:

Douyin’s surge in the Chinese market has been nothing short of a phenomenon. It’s like watching a fireworks display where every explosion is bigger than the last.

Lavoie highlighted how the platform has masterfully blended entertainment and commerce, creating an engaging space where users can hop from watching funny videos to buying the latest must-have gadget without skipping a beat.

“Douyin has been able to quickly determine the mood of its users — whether they’re in the mood to be entertained, to shop, or to learn something new — and tailor content accordingly,” Lavoie explained. Imagine a mind reader who also happens to be an excellent salesperson. That’s Douyin e-commerce.

One of the keys to Douyin’s runaway success is its sophisticated algorithm that personalises the user experience. “They can push content that is tailored to the immediate mood of the user within a fraction of seconds,” Lavoie noted. This keeps users glued to their screens and, more importantly for Douyin, makes them more likely to indulge in spontaneous retail therapy.

But Douyin didn’t morph into a shopping juggernaut overnight.

At first, it wooed Chinese brands with lower prices and enticing media incentives. It was a clever ploy to build consumer trust and get folks comfortable with the idea of shopping on Douyin. Gradually, as people started buying more, Douyin expanded its marketplace to include bigger brands and pricier products, turning itself into a retail behemoth.

For a deeper dive into how Douyin is shaping the future of social commerce, explore our detailed analysis on social commerce trends on Douyin.

Now, let’s take a trip back in time, shall we? Imagine a place where the idea of waste was so offensive it could cause a national scandal.

Welcome to Japan’s Edo period (1603-1868), where the concept of mottainai (もったいない) was born. While it loosely translates to “what a waste,” it’s much more profound than simply bemoaning about a forgotten slice of pizza or that shirt you never wore. It’s a deeply embedded belief that any form of waste is a tragedy, encouraging respect for our possessions and a sense of duty to future generations.

During the Edo period, resources were scarce, and every item was treasured for its utility. The people of that era practised what we now call “zero waste” long before it became the darling of global environmental movements. Broken pottery? Not chucked in the bin, but meticulously repaired with lacquer mixed with gold in a practice called kintsugi (金継ぎ). They turned flaws into features, finding beauty in imperfection and reuse.

This historical nugget serves up a hearty helping of wisdom for today’s brands. Sustainability is a time-tested, battle-hardened approach to living in Japan.