I recently attended the 3rd Annual LOHAS China Conference in Shanghai and it was very surprising for me. For those of you who don’t know LOHAS is much more popular internationally than it is in the United States. The concept of LOHAS was introduced to Japan in 2005 and it has taken off since. Today, over 60% of the Japanese adult population is familiar with the term LOHAS and use the term like we do when we identify green. The way that pop culture works in Asia is that usually trends start in Japan and spread to other areas of the region. You can see this in music, fashion, and even TV commercials. Since LOHAS was picked up strongly in Japan it was quickly adopted by China, Korea and other countries in S.E. Asia. In Japan the sustainable aspect of LOHAS is strongly embraced however in many other Asian countries, health is the leading aspect. Health is a huge element of the Asian culture as it is in every culture. But what LOHAS provides is traditional Asian values of respect for nature and society. LOHAS translates in Chinese as “happy life” or “life of harmony” which many Asian marketers have grabbed onto and used as sales initiatives for things not really related to authentic to the LOHAS orientation. I have walked down the streets of many Asian countries and have seen LOHAS sales for clothing, furniture and hotel chains all promoting ways to live a “happy life” which pretty much means everything. Who doesn’t want to live a happy life?

When I was initially invited to speak at the Chinese LOHAS Forum I was skeptical. I had been to my share of Chinese and Japanese business events and have found them typically to be a bit heavy on formalities and not very creative in content. I was pleasantly surprised to find the Chinese LOHAS Forum to be very different than I anticipated. It is run by professor Shen Li who teaches traditional Chinese business at Beijing University using Daoist principles. His outlook on LOHAS was much different than a typical business conference. It embodies the traditional elements of Daoism and the interconnectedness people have with the universe and each other. The speakers that presented were specialist in bio dynamic farming, chi qong, futurists, and activists that are all interested in LOHAS elements that are in line with original LOHAS values. And they brought people from all over China interested in these principles as well. It was very refreshing to see there is a following for LOHAS values in a way that LOHAS is oriented here in the U.S. I met some interesting business contacts such as the LOHAS association of Maccau, organic CSA groups and wellness specialists. I also connected with LOHAS China magazine which is produced by the largest privately held media company in China. I hope they can educate their readership on true LOHAS values that are done the right way and not capitalize on the “happy life” sales campaigns. I spoke at the conference on the origins of LOHAS and ways to determine LOHAS-washing or green washing. I hope people take my advice there.

The enormity of the Chinese market is astounding. Only when you actually go and experience it in a city like Shanghai can you understand the power of its pulse and the momentum of China’s emerging middle class. The huge population has its challenges as it grows and LOHAS values are needed to foster intelligent growth. I certainly am excited about the opportunity LOHAS has in China and hope it can expand.