With Chinese consumers becoming increasingly more health-conscious, big brands such as Mengniu, Coca Cola, Danone, and Starbucks have all looked to the Chinese plant-based beverage market for revenue. Veganism and the plant-based nutrition movement is a global mega trend which is also beginning to shape the Chinese market, due to increased living standards, China’s economic development, and the major issues the country’s healthcare system is facing. From 2015 to 2017, plant-based milk sales in China increased by 17%. Start-ups specialising in alternative protein, from eggless eggs to pea-stuffed burgers and cell-grown fish products, are piling into the Chinese territory of Hong Kong to tap the mainland’s booming multi-billion dollar food market. Backed by some of the world’s top billionaires including Hong Kong businessman Li Ka-shing, philanthropist Bill Gates and actor Leonardo DiCaprio, plant protein firms are expanding into China for the first time this year. This trend will greatly influence the consumption of fresh vegetables and fruits, especially imported vegetables and fruits.