What Is Driving the Explosion of the Outdoor-Inspired Economy?

Cultural shifts, mindset changes, and hidden factors behind the boom in China’s outdoor-inspired economy

Last week, I met my niece and nephew for dinner at a chic Thai restaurant in downtown Chongqing. As trend chasers, they quickly turned our conversation to their latest obsession: collectible toys and Labubu. I suggested we go window shopping to check out the newest fashion in town. My niece barely looked up from her drink. “I only wear quick-dry now,” she said flatly. In that moment, I was convinced: outdoor sports fashion has gone mainstream. My niece, an everyday consumer with no gym routine or outdoor hobby, had embraced quick-dry wear not for performance, but as a way to express identity. She had picked up the coolest, most relevant style cue of the moment, without ever setting foot on a trail.

Marketing is shifting fast, with more and more money flowing into outdoor-inspired fashion, apparel, and equipment. Quick-dry wear alone reached $253 million in sales. According to Jing Daily, cycling gear, quick-dry apparel, and hiking footwear are among the fastest-growing segments, reflecting China’s heightened engagement with fitness and adventure.

This booming market has started to eclipse traditional luxury, positioning itself as a new engine for economic growth.

So, how did this happen seemingly overnight? What does this cultural and economic shift suggest? And what hidden factors are driving this change?

From Flaunting to Function: The Collapse of Ostensible Luxury

For the past two decades, China has been one of the most important markets for luxury. Traditional luxury consumption surged in parallel with the country’s rapid economic rise and growing national confidence. But as growth slows and anxieties about the future intensify, consumer confidence and enthusiasm for status symbols have cooled.

Many Chinese consumers are now re-evaluating the meaning behind luxury purchases. Brands built on dreams and desire are facing disillusionment. In the face of economic and geopolitical tension, flaunting wealth through big logos feels not only outdated but tone-deaf.

A more grounded, pragmatic mindset is replacing conspicuous consumption. Consumers are prioritizing function, comfort, and quality. The so-called gorpcore—wearing outdoor gear in urban settings like the office or daily life—reflects a growing preference for multifunctional attire that seamlessly adapts to different scenarios. More importantly, it signals a more discerning taste, a free-spirited soul, and a quiet rebellion against over-consumerism marked by flashy logos. It’s also a subtle, strategic response to an era where abundance is no longer guaranteed — an economic aesthetic born of caution, adaptability, and foresight.

More Than Wellness: A Convergence of Social Forces

Health and wellness are, of course, key drivers of the outdoor boom. But this movement is also the product of several other forces coming together.

One hidden factor? Car ownership. Since the late 1990s, cars have become affordable for most Chinese families, enabling them to explore the outdoors. Camping soon evolved into a middle-class lifestyle, bringing with it a wave of interest in hiking, cycling, fishing, and more.

Then came the pandemic. Health became the new luxury. It forced people to pause, reflect, and re-prioritize their lives. Outdoor activities, previously niche or seasonal, became year-round and mainstream. In the post-pandemic era, the intensified “involution 内卷” within Chinese society further reinforced this health-conscious mindset. According to a McKinsey report, the younger generation’s high levels of burnout, declining overall health, and constant exposure to wellness content on social media have made them more inclined toward health-related purchases. Outdoor-inspired consumption has become a conduit for releasing both mental and physical tension. People are seeking a sense of safety and control, armoring themselves with high-tech gear not only in the wild but also in the urban jungle.

What Brands Need to Watch

As the outdoor market continues to grow, there are important dynamics brands should take notes of.

First, the market is still in the process of social status resetting. It’s too early to dive deep into niche or hyper-segmented spaces. Most consumers are still trend-followers, borrowing cues from tastemakers and the elite. The shift away from ostensible luxury items toward high-performance gear is, for many, simply a more discreet way to flaunt wealth and prestige.

The challenge and opportunity for brands lies in turning this surface-level trend into deeper, long-lasting passion. Brands that invest in education, community, and authentic storytelling could build stronger emotional resonance and long-term loyalty.

Second, this so-called explosion is actually the result of slow-burning cultural change, years in the making. Brands need patience. The market will grow steadily, often in ways that aren’t immediately visible. Now is the time to observe, listen, and strategize. Rather than pouring all resources into the trend in one go, brands should take a measured, thoughtful approach. Stay cool. Avoid reactive moves. Understand the culture before chasing the hype recklessly.