Beyond Impossible: Is China ready for vegan meat?

By Mark Andrews

Goldthread. 16/12/2020

Makers of vegan meat hope to break into the Chinese market, but in a country where meat consumption has long been a symbol of wealth, convincing consumers is an uphill battle.

There was no shortage of eager takers for the free mushroom frittatas and omelets at Future Food Studio, an outdoor pop-up at a glitzy Shanghai shopping mall in October.

But the egg dishes—all made by well-known local chefs—contained no eggs. Instead, the main ingredient was Just Egg, a plant-based alternative consisting of mung bean and legumes.

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Mark Andrews has written about everything from Japanese houses to heli hikes on New Zealand glaciers, test drives of Chinese cars to bar and restaurant reviews. He currently specialises in travel articles and reviews of Chinese cars plus articles about the Chinese auto industry.

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