Traditional Chinese family meals are known for their complexity, requiring numerous ingredients and extensive preparation. However, a 2024 survey revealed that over 60% of office workers spend less than 30 minutes cooking each day.
Since mid-June, a "cooking revolution" featuring simple dishes with minimal ingredients and techniques has been spreading, spearheaded by a small group of food influencers. Dishes like soy sauce braised duck cooked in a rice cooker and beef congee made with leftover rice have become trending topics. This trend emphasizes convenience and speed, appealing to office workers who desire healthy meals without the time commitment.
Recipes often involve boiled or lightly seasoned ingredients, prioritizing low-oil cooking methods. Popular dishes include boiled vegetables, slow-cooked meats, or meals prepared using rice cookers, microwaves, and air fryers. For stir-frying, cooks are advised to use a cold pan to minimize oil splatter.
One of the trend's leaders is Houpicheng, a Guangdong-based influencer known for preserving the natural flavors of ingredients, a hallmark of the region's cuisine. Last month, she gained 2.4 million followers, bringing her total to 5.9 million, with 4.52 million on Douyin, according to data analytics platform Newrank.
Other influencers have also joined the movement. Liuyixuanfanya is famous for her one-pot rice cooker recipes. These simple cooking methods have resonated with many office workers, especially those exhausted from long hours and tired of elaborate meals.
This shift comes amid rising obesity rates in China. In 2021, the country had over 400 million adults who were overweight or obese, with a BMI of 24 or higher. This number is projected to reach 630 million by 2050.
In March, the central government announced a national weight-loss plan to address obesity, a contributing factor to chronic diseases like high blood pressure, diabetes, heart disease, fatty liver disease, cancer, and cognitive decline.
Tong, a craftswoman in Sichuan province, said she discovered Houpicheng on the Xiaohongshu platform while seeking ways to manage her weight. She said learning to cook simple family meals, especially quick breakfasts, has made a noticeable difference.
"It suits young people like me," she said.
Ngoc Ngan (According to Sixth Tone)
