If you hadn’t read the flyer closely before heading to Shanghai’s first ever MeatFest in June 2019, you might have been a bit disappointed upon arrival. The sounds and smells of sizzling meat might have seemed like a carnivore’s dream come true, but the name was tongue-in-cheek; the event was thrown by Vegans of Shanghai for “eco-conscious meat lovers” and served only domestically sourced plant-based “meat” products. It’s part of a bigger push towards eating a plant-based diet in China, where vegetarians make up less than 5 percent of the population. But even at such a low rate, that still comes out to approximately 50 million people (a population larger than that of Spain).