The man making a business out of China’s burnout generation
Jan 27, 2025
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Li Jianxiong, a former marketing executive turned mental health advocate, shares his profound journey from burnout to healing. He founded Hardify, a community that blends Western psychology with traditional Chinese culture to support those disillusioned by China's intense work culture. They delve into the effects of the pandemic on societal values, the shift towards self-awareness, and the therapeutic power of storytelling. Jianxiong’s insights reveal a generation seeking balance amid overwhelming pressure.
Li Jianxiong's journey from corporate burnout led him to establish Hardify, a community that supports mental well-being and personal growth.
The podcast highlights a cultural shift in China, where young professionals are increasingly rejecting relentless work pressures in favor of meaningful experiences.
Deep dives
Li Jianxiong's Journey from Success to Burnout
Li Jianxiong, born in 1984 to impoverished farmers in Henan province, climbed the ranks of China's corporate landscape, eventually becoming a senior marketing director at a prominent tutoring company. However, the pressures of the notorious 996 work culture led him to experience severe health issues, including insomnia and a disabling rash, prompting him to leave his high-powered job in 2018. This period of crisis catalyzed his journey of self-discovery, where he explored various philosophies and healing practices, including positive psychology and spiritual retreats. His experience mirrored the broader struggles of many in China's middle class, confronting an unsustainable work culture that left them feeling disillusioned and overwhelmed by the pursuit of success.
Founding Hardify: A Community for Burnouts
After returning to Beijing in 2021, Li founded Hardify, a mutual support community designed for individuals dealing with burnout, inspired by the principles of Alcoholics Anonymous. The program began with small gatherings and expanded rapidly to include workshops and courses on well-being, attracting tens of thousands of participants seeking relief from societal pressures. With a focus on therapeutic methods, Hardify offers diverse classes that range from meditation to ancient philosophical teachings, providing a space for personal growth. Li's initiative addresses the growing discontent among young Chinese, many of whom feel trapped in a system that no longer delivers on the promises of success and social mobility.
The Changing Perspectives of the Chinese Middle Class
Li Jianxiong's story reflects a broader cultural shift in China, particularly among the middle class that once believed in the meritocratic ideals of hard work leading to prosperity. As economic growth has slowed and societal pressures have increased, many young people have begun to reject the relentless pursuit of success, leading to terms like 'lying flat' and 'involution' entering popular discourse. The COVID-19 pandemic intensified these sentiments, with individuals reassessing their lives and the values that drove them, prompting a search for meaning beyond material gains. This collective reevaluation is evident in the rise of community-focused endeavors like Hardify, which offer alternative paths to fulfillment and well-being.
The Emergence of New Healing Practices
The formation of organizations like Hardify highlights a significant trend towards mental health and self-exploration in post-pandemic China, where traditional community structures have been eroded. Li's approach, which combines elements of Western psychology with local cultural practices, addresses the urgent need for communal support systems in a society currently grappling with isolation and disillusionment. Participants often report profound personal transformations as they engage in activities that allow them to express vulnerabilities and reconnect with their identities outside societal roles. As this movement grows, it signifies a shift in how many Chinese individuals are beginning to conceptualize wellness, focusing on emotional and communal health rather than solely economic success.
Li Jianxiong was a highflying marketing executive in Beijing until a breakdown sent him to the west on a wellness voyage of discovery – just as his peers were losing faith in the Chinese Dream. By Chang Che. Read by Vincent Lai. Help support our independent journalism at theguardian.com/longreadpod
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