Going Veg*n: Plant-based food advocacy and sustainability intersections in the Sino-cultural Sphere

Principle Investigator：Chih-Lan Song/Gina Song Lopez

While the Sino-cultural sphere has deep-rooted traditions of vegetarianism that are largely tied to religious practices, the past decade has witnessed significant transformations regarding meatless diets. Driven by growing awareness of the climate, health, and ethical issues connected to food production and consumption, a new generation of veg*ns (inclusive of vegans and vegetarians) in both Taiwan and China are increasingly engaged in dietary and lifestyle advocacy centered on plant-based living.

This development is characterized by the founding of vegan and animal advocacy organizations, the rise of veg*n fairs, and the proliferation of veg*n restaurants and plant-based food products. At first glance, these developments seemingly reflect the global expansion of veganism as a trend. However, the cases of veg*n advocacy in China and Taiwan offer unique comparative insight into the local processes involved in the adoption of ecological norms and plant-based food practices.

Drawing from interdisciplinary discussions on sustainability transitions, social movements, and vegan studies, the project will discuss the role of vegan advocates as moral entrepreneurs, actors who are actively constructing new moral markets that intersect with distinct visions of ecological modernity.