Lululemon Uses Cultural Wellness Events To Power Growth in China

Back in 2022, lululemon operated only about 70 stores in Mainland China; by the end of fiscal 2025, that number had climbed to more than 170, more than doubling its brick-and-mortar presence in the market. This rapid scale-up is central to the brand’s “Power of Three x2” ambition, which targets around 200 locations in China as part of its international growth push.

That store growth is translating into outsized top-line momentum. Revenue in the Chinese market rose 29% for fiscal 2025, lifting its share of global sales from 13% to 16% and cementing China as one of lululemon’s fastest-growing regions. The company expects about 20% revenue growth in China again in fiscal 2026, a pace that significantly outstrips its global average outlook of mid single-digit growth.

Store openings follow the community

To support this demand, lululemon plans to open 40–45 new company-operated stores globally in fiscal 2026, with 25–30 of those in international markets and the majority in the Chinese market. In other words, more than half of the brand’s global net new doors will be outside the Americas, and China is expected to capture the biggest share of that expansion.

The recent yoga festival at Huanghuacheng Lakeside Great Wall – alongside running clubs, city-wide yoga series, and other local activations – functions as customer acquisition at scale in a key priority region. By gathering thousands of guests at an iconic landmark and tying the experience to cultural heritage and wellness, lululemon reinforces its positioning as a premium, lifestyle-led athletics brand, not just an apparel label.

Why big cultural moments matter now

As growth in the Americas has slowed, management has repeatedly pointed to international markets, especially Mainland China, as the primary lever for future expansion. Community events give lululemon a relatively asset-light way to build brand heat, test new cities, and deepen local relevance before or alongside store openings.

The Great Wall activation also mirrors moves lululemon has made at other high-profile events in China, from showcases at the China International Import Expo in Shanghai to localized Chinese New Year campaigns and city-specific product stories. These touchpoints help the brand localize its global playbook, blending yoga roots with cultural storytelling that resonates with Chinese consumers who are increasingly looking for premium, wellness-driven lifestyles.

Expansion will shape future events

Given the growth profile of China, it is reasonable to expect that lululemon will continue to scale these kinds of large, visually impactful community moments alongside its store roll-out. With more than 170 stores already in the market and a clear path to 200 and beyond, the brand has both the physical network and revenue base to support frequent, high-touch engagement campaigns. Put simply, the more lululemon leans into China as a growth engine, the more we are likely to see yoga mats, run clubs, and culture-led collaborations appear across the country’s most recognizable cityscapes.