Veganuary-inspired sister campaign V-March to launch in China next month
3rd February 2025 – Veganuary, the global organisation encouraging people to try vegan in January and beyond, expanded its global presence again this year with new campaigns in Canada, Peru and Malaysia in collaboration with partner organisations in those countries. Globally, around 25.8 million people participated in Veganuary in January 2025. A new sister campaign, V-March, will bring the Veganuary concept to even more people when it launches next month in China.
Nationally representative surveys* were commissioned by Veganuary in 11 of its core campaign countries to establish the percentage of people who report having taken part in Veganuary during January 2025. Based on these results and the current population estimates for each country, Veganuary has calculated that roughly 25.8 million people worldwide chose to try vegan this January as part of Veganuary.
Celebrities continue to be drawn to the campaign’s positive, friendly approach to diet change, with Woody Harrelson, Pamela Anderson, Bethany Antonia, Victoria Ekanoye, Hugh Fearnley-Whittingstall, Ainsley Harriott and Levi Roots all offering recipes and cooking tips for 2025 participants.
Olympic rowing champion Imogen Grant urged people to follow in her footsteps and use Veganuary to start their plant-based journey. Veganuary Ambassador Chris Packham sent a heartfelt message to fellow TV presenter Jeremy Clarkson, encouraging him to take part in Veganuary to help his heart health.
Love Island star India Reynolds shared her pragmatic approach to plant-based eating on Veganuary’s podcast which also hosted Maggie Baird, Billie Eillish’s mother and long-time plant-based advocate, reflecting on how the food landscape has changed over the past decade.
But the Veganuary 2025 momentum isn’t over yet! Mangchun Sanyue ( 茻春三月), roughly translated to Vegan Spring March or V-March for short, a sister campaign developed by China Vegan Society with the support of Veganuary’s global team, will launch on 1st March and run for 31 days.
While Veganuary has inspired millions of people worldwide to explore the benefits of eating plant-based, with official campaigns already running in 20 countries, the traditional January challenge isn’t a perfect fit for every audience. In China, the timing of the Lunar New Year – falling between late January and early February – makes it a challenging season for lifestyle changes.
The team at China Vegan Society conceptualised V-March as a fresh twist on Veganuary more tailored to the Chinese calendar. Over 50 businesses in China have already committed to being a part of the campaign by launching or promoting plant-based products, and many more are expected to join.
Jian Yi, Founder & CEO of China Vegan Society, shares his excitement about the campaign:
“China boasts extraordinary plant-centred culinary traditions. We have more reasons than ever to celebrate those traditions amid all the health, ecological and ethical crises we are struggling with today. Inspired by the amazing transformative power Veganuary has shown in changing people’s lifestyle for the better, we hope V-March will open up opportunities for people in China and others of Asian descent around the globe who observe the lunar New Year.”
Reflecting on the success of the 2025 campaign so far and the exciting sister campaign launching in China, Veganuary’s Head of Communications Toni Vernelli says: “It is incredibly inspiring to see Veganuary’s participation and influence continue to grow around the world. As people become more aware of the incredible impact our food choices have on the health of our planet, attitudes towards plant-based eating are changing everywhere and Veganuary’s friendly, non-judgmental, just-give-it-a-go-for-a-month-and-see-what-you-think approach has undoubtedly played an instrumental role in this shift.”
Media contact
Toni Vernelli, International Head of Communications, Veganuary
T: 07505 866 548
E: [email protected]
Note to editors
Veganuary is free to join, and people can take part at veganuary.com to receive our Celebrity eCookbook, the Official Veganuary Starter Kit and 31 daily emails packed with nutritional info, delicious recipes, meal plans and helpful advice.
Since Veganuary launched its first pledge in January 2014, millions of people – coming from almost every country in the world – have taken part. From humble beginnings on a kitchen table in Yorkshire, there are now official Veganuary campaigns in the UK, US, Germany, Chile, Argentina, India, Spain, Australia, Austria, Brazil, France, Greece, Italy, Malaysia, Mexico, Peru, Singapore, South Africa, Switzerland and Canada. It has truly become a global phenomenon.
*Survey details are as follows:
UK – Total sample size was 2124 adults. Fieldwork was undertaken between 24th – 27th January 2025. The survey was carried out online by YouGov PLC. The figures have been weighted and are representative of all UK adults (aged 18+)
Germany – Total sample size was 2147 adults. Fieldwork was undertaken between 20th – 23rd January 2025. The survey was carried out online by YouGov PLC. The figures have been weighted and are representative of all German adults (aged 18+)
Italy – Total sample size was 2060 adults. Fieldwork was undertaken between 21st – 25th January 2025. The survey was carried out online by YouGov PLC. The figures have been weighted and are representative of all Italy adults (aged 18+)
Spain – Total sample size was 1083 adults. Fieldwork was undertaken between 21st – 24th January 2025. The survey was carried out online by YouGov PLC. The figures have been weighted and are representative of all Spain adults (aged 18+)
France – Total sample size was 1040 adults. Fieldwork was undertaken between 20th – 26th January 2025. The survey was carried out online by YouGov PLC. The figures have been weighted and are representative of all France adults (aged 18+)
Austria – Total sample size was 1003 adults. Fieldwork was undertaken between 20th – 29th January 2025. The survey was carried out online by YouGov PLC. The figures have been weighted and are representative of all Austria adults (aged 18+)
Switzerland – Total sample size was 1004 adults. Fieldwork was undertaken between 20th – 29th January 2025. The survey was carried out online by YouGov PLC. The figures have been weighted and are representative of all Switzerland adults (aged 18+)
Chile – Total sample size was 1062 adults. Fieldwork was undertaken between 21st – 23rd January 2025. The survey was carried out online by YouGov PLC. The figures have been weighted and are representative of all Chile adults (aged 18+)
Canada – Total sample size was 1008 adults. Fieldwork was undertaken between 20th – 25th January 2025. The survey was carried out online by YouGov PLC. The figures have been weighted and are representative of all Canada adults (aged 18+)
Brazil – Total sample size was 1002 adults. Fieldwork was undertaken between 16th – 24th January 2025. The survey was carried out online by YouGov PLC. The figures have been weighted and are representative of all Brazil adults (aged 18+)
US – Total sample size 2000 adults. Fieldwork was undertaken between 14-23 January 2025 by Wakefield Research using an email invitation and an online survey. The figures have been weighted and are representative of all US adults (aged 18+)
