Driven by global trends toward returning to nature, ecological harmony, and carbon neutrality, consumers—especially younger generations—are increasingly turning to plant-based foods. Market research data shows that the global plant protein market is expected to grow at a compound annual growth rate of 14% from 2019, reaching $40.6 billion by 2025. According to GFI data, China's plant-based market size was close to $1 billion in 2018. Institutions predict annual growth of 20%-25% in the coming years, and plant-based foods are sparking a new wave of enthusiasm. On June 25, LIVEKINDLY Collective, which has raised up to $535 million in the global plant-based food industry, officially entered the Chinese market under the Chinese name "礼的乐活" (Lide Lehua), holding a China strategy and new product launch event themed "Embracing a New Era of Plant-Based Living," committed to advancing the development of plant-based foods in China. (LIVEKINDLY Collective 礼的乐活 China Strategy and New Product Launch) LIVEKINDLY Collective 礼的乐活 is a collective of visionary founders, global entrepreneurs, and multinational corporate leaders, with extensive experience, resources, and unique advantages in the plant-based field. It brings together plant-based brands from Germany, South Africa, Sweden, and the United States, such as Oumph!, Fry's Family, LikeMeat, No Meat, and The Dutch Weed Burger in the food sector, as well as the LIVEKINDLY media platform. These brands have distinct differentiated positioning to meet the diverse needs of different consumer groups. This time, it launched new brands "哈皮鸡" (Happy Chicken) and "咯咭藸" (Ge Ji Zhu) in the Chinese market, forming a complete brand portfolio system that allows millions of consumers to embrace the beautiful plant-based lifestyle in their preferred way. (LIVEKINDLY Collective Global Brand Portfolio) Roger Lienhard, founder of LIVEKINDLY Collective 礼的乐活, stated: "Since its establishment in March 2020, 礼的乐活 has raised $535 million in 12 months to support promotion in key global regions and the Chinese market, as well as strategic acquisitions in the plant-based field. We have completed acquisitions of six brands across three continents—North America, Europe, and Africa—becoming one of the world's top three plant-based food companies with the highest funding and fastest growth. 礼的乐活 is committed to driving change in the global food system and contributing to the world's sustainable development." (LIVEKINDLY Collective 礼的乐活 Founder Roger Lienhard) Scalable operations and rapid advancement are the strategic guiding principles for LIVEKINDLY Collective 礼的乐活 to drive its plant-based mission, with entering the world's most influential markets being a key pillar. "We place great importance on China, the world's largest consumer market. Only by successfully satisfying the needs of foodservice clients and consumers in China can we truly achieve our grand vision of 'making plant-based living the new normal,'" said Kees Kruythoff, CEO of LIVEKINDLY Collective 礼的乐活. "To successfully serve the Chinese market, the company implements the 'In China, For China' strategy from top to bottom, from the strategic planning of Greater China investors and directors, to the building of a local elite team, to the development of brands and innovative products. We are confident in our ability to serve the Chinese market well and make significant contributions to the plant-based living movement." (LIVEKINDLY Collective 礼的乐活 CEO Kees Kruythoff) As a pioneer of plant-based lifestyles, China has a long history of consuming soy products, vegetarian meat, and emphasizing balanced meat-vegetable diets. According to the Food and Agriculture Organization of the United Nations, China's per capita vegetable consumption is about three times that of the United States, while meat consumption is about half. Different dietary habits mean that Chinese consumers' requirements and understanding of plant-based foods differ historically from European and American markets, making product development more tailored to Chinese market characteristics. Respecting Chinese consumers' tastes and dietary habits, after 10 months of consumer research and development, LIVEKINDLY Collective 礼的乐活 has created new plant-based brands "哈皮鸡" and "咯咭藸" specifically for the Chinese market, bringing delightful new flavors to Chinese consumers. Liu Qiao, CEO of LIVEKINDLY Collective Greater China, said: "China's understanding of plant-based foods is more inclusive, and we will adhere to a 'plant-based' development path with Chinese characteristics, creating products that match Chinese tastes and consumption scenarios. We will not only continuously introduce the world's most advanced technologies and products but also specifically develop delicious products for the Chinese market, such as steamed dumplings, fried rice, vegetarian meat skewers, and matsutake mushroom soup, made with natural ingredients and new-tech plant-based meat. At the same time, we will build a full industry chain layout from raw material traceability, R&D, production, to brand marketing that meets Chinese market demands, providing Chinese consumers with delicious and more diverse food choices." (LIVEKINDLY Collective Greater China CEO Liu Qiao) At the launch event, LIVEKINDLY Collective 礼的乐活 signed a cooperation agreement with Bühler Group, a global leading food processing equipment manufacturer and its global partner, announcing the investment and installation of a new high-capacity wet plant-based meat production line this year, introducing world-class production equipment, unique formulas, and processes. Once completed, it will be used to produce globally leading plant-based chicken products, including several innovative products that have won awards in international food evaluation programs, providing diverse and delicious options for consumers and foodservice operators. (LIVEKINDLY Collective 礼的乐活 X Bühler Group Signing Ceremony) Today also marks the first day of implementation of China's first plant-based group standard, "Plant-Based Meat Products," issued by the Chinese Institute of Food Science and Technology. The standard clearly defines the definition, basic requirements, technical indicators, and labeling of plant-based meat products. The release of China's first plant-based group standard signifies that China's plant-based market is entering a phase of rapid growth. About LIVEKINDLY Collective 礼的乐活 Driven by the belief that plant-based foods can make the global food system sustainable, Blue Horizon Group founded LIVEKINDLY Collective. As a collective of visionary founders, global entrepreneurs, and multinational corporate leaders, LIVEKINDLY Collective 礼的乐活 is uniquely positioned to create impact quickly and at scale—pursuing purpose-driven missions through unique capabilities in sustainability, harmony with nature, and energy conservation and carbon reduction. Through a complete brand portfolio (Oumph!, Fry's Family, LikeMeat, No Meat, The Dutch Weed Burger), LIVEKINDLY Collective 礼的乐活 provides sustainable, nutritious, and delicious food options to global consumers, making plant-based diets the new normal. About LIVEKINDLY China 礼的乐活 Food Technology Co., Ltd. To serve the Greater China region, the world's largest consumer market, LIVEKINDLY invested in establishing its Asia-Pacific headquarters in Hong Kong in 2020 and successfully registered "礼的乐活食品科技有限公司" in mainland China. Under the grand strategy of respecting Chinese dietary habits, the company abandoned simple transliteration from the naming stage, drawing inspiration from Chinese life culture. "礼的乐活" hopes to integrate the beautiful Chinese cultural concept of "礼" (ritual/propriety) in diet into a modern sustainable lifestyle. Through the simple change of one meal, it aims to have a loving impact on oneself, others, and the planet, enjoying a healthy life of joy, harmony, and rhythm. -END- Review: Asher Are you "watching" me?