Crowds gather at Great Wall for Lululemon yoga festival

Thousands of enthusiasts gathered at the Great Wall in Beijing on Saturday for a yoga festival organized by Lululemon. The festival was billed as part of the athletic apparel, footwear, and accessories retailer's growing investment in China.

More than 2,000 participants assembled at the Huanghuacheng Water Great Wall in the Huairou District, for a full day of yoga, wellness programming, cultural performances and community engagement. The location is known as the only section of the Great Wall connected to water.

"With thousands in attendance, today was not only a celebration of a decade-long dream fulfilled, but also a powerful reminder that the practice of yoga continues to endure in our communities," said Lynn Cheah, senior vice-president of brand marketing at Lululemon China.

China remains a key growth engine for the company. In the fourth quarter of its fiscal 2025, Lululemon reported 24 percent net revenue growth in the Chinese market, while full-year net revenue in the market increased 29 percent. By the end of 2025, the company operated more than 170 stores across the country.

On the Great Wall itself, the brand ambassador Zhu Yilong joined the HiiKo Drum Group in a traditional Chinese drum performance. More than 200 yoga practitioners participated in a Tai Chi-inspired yoga flow created by another brand ambassador, Lin Min.

The company said all event installations utilized fully removable, zero-impact structures. Volunteers from local Great Wall Conservation Stations also participated in an effort to raise awareness of cultural heritage preservation and environmental stewardship.

As part of its stated commitment to conservation efforts, Lululemon announced a donation to the China Foundation for Cultural Heritage Conservation to support a preventive conservation project focused on the Great Wall in Huairou District.

Lululemon has plans to bring similar events to Shanghai, Xi'an in Shaanxi province, Shenyang in Liaoning province and Chongqing, connecting local yoga communities through movement and wellness programming at prominent city landmarks.

The company will also expand its wellness content offerings with the launch of its first video podcast series, Conversations on the Mat, beginning June 8.