‘New’ Veg*n Foodscapes: Moral consumption and visions of ecological modernity in the Sino-cultural sphere

Although the Sino-cultural sphere has longstanding traditions of vegetarianism predominantly connected to religious practices, the past decade has seen the emergence of new approaches to meatless diets. Growing awareness of the climate, health, and ethical issues connected to food production and consumption is leading to increasing interest in alternative, greener, and sustainable lifestyles. Contemporary veg*ns (inclusive of vegans and vegetarians) in Taiwan and China are increasingly engaged in dietary and lifestyle advocacy centered on plant-based living, a development characterized by the founding of vegan organizations, the rise of veg*n fairs, and the proliferation of veg*n restaurants and plant-based food products. At first glance, these developments appear to follow 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 informing the adoption of ecological norms and plant-based food practices. Drawing from interdisciplinary discussions on sustainability transitions, social movements, and vegan studies, this talk will discuss the role of vegan advocates as moral entrepreneurs engaged in the construction of new moral markets which are closely aligned with distinct visions of ecological modernity.

Gina Song Lopez is a PhD candidate at the Centre for East and South-East Asian Studies. Her doctoral project focuses on the rise of the vegan advocacy movements in Taiwan and China. Her interest in this topic draws from the emergence of climate and animal advocacy discourses advanced by a new generation of vegans and vegetarians and the noticeable growth of the plant-based food market. Her project is particularly interested in examining how ‘new’ veganism is understood and promoted locally.