If you hadn’t read the flyer closely before heading to Shanghai’s first ever MeatFest last month, 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% 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). Historically vegetarianism is rooted in Buddhist or Taoist beliefs but, like recently in the West, the meat-free lifestyle in China has become less about religion and more focused on health and being environmentally friendly – and millennials are leading the pack.