Let's enjoy the outdoors, responsibly

In recent years, outdoor sports have surged in popularity across China, with first-tier and emerging first-tier cities leading market growth. According to the General Administration of Sport, the number of people participating in outdoor activity nationwide has exceeded 400 million person-times, with those born in the 1980s and 1990s as the primary driving force. Enthusiasts are fueling the market with annual spending per activity averaging between 2,000-5,000 yuan ($281-701). However, an increase in accidents has cast a shadow over this trend, causing some to associate outdoor sports with heightened risks.

With social media and short-video platforms fueling new trends, many beginners have taken to outdoor sports without understanding the risks involved. Inspired by influencers' picturesque hiking photos with catchy captions like "beginner-friendly" and "just need legs", they enthusiastically set out on trails.

Motivated by a "came all the way up to here" drive and the desire to share their "brave explorer" posts online, they often rush into outdoor adventures unprepared, lacking both the equipment and awareness necessary to ensure safety.