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HONG KONG, February 9, 2026 /PRNewswire/ — AIA Group Limited (“AIA” or the “Group”) today released new research revealing that deeply ingrained stereotypes around physical, mental and financial health are shaping attitudes and behaviors around wellness across Asia. The study(1) was conducted across mainland China and Hong Kong SAR(2)Singapore, Thailand and Malaysia, analyzing over 100 million social media posts and online content, alongside a survey of 2,100 people.
The research aimed to understand how stereotypes around well-being are formed, reinforced and normalized in daily life. It reveals that rigid expectations around fitness, mental health, wealth and family responsibility continue to exert powerful pressure on individuals and shape how they view themselves, how they interact with others and how they engage in their health journey.
Key findings include:
- 69% of respondents agree that fitness requires uncompromising discipline.
- 59% I believe that improving health requires a complete transformation.
- 57% believe that to be respected, a person must control their emotions and avoid showing vulnerability.
- 63% have a negative view of stereotypes about financial health, while 41% associate personal worth with financial success – especially for men.
- Only people with good well-being tend to find these stereotypes motivating, while those with lower well-being perceive them as pressure that reinforces self-doubt and delays action.
Stuart A. Spencer, AIA Group Chief Marketing Officersaid: “The data is unequivocal. The health challenge in Asia is no longer just medical, it is also behavioral and cultural. As lifestyle-related diseases continue to rise across the region, deeply ingrained stereotypes around fitness, financial success and mental health are quietly undermining prevention, delaying support and leading to poorer health outcomes.
“By uncovering this information, our goal is to empower people to challenge their limiting beliefs, question the way health is presented, and make more informed choices for their overall health and well-being.” We believe that helping people live healthier, longer, better lives first requires changing the narratives that shape everyday behaviors.
AIA Unveils Next Phase of Rethink Healthy to Help Change Behavior
Building on this knowledge, the AIA has launched the next phase of Rethink Healthy, anchored by three new films that bring these hidden pressures to life:
- perfect son – explores the mental health challenges created by expectations of success, strength, and family duty.
- Mother and daughter – highlights how narrow definitions of “healthy” and body image ideals can be unintentionally passed down from parent to child.
- Lone Wolf – challenges the belief that only intense exercise matters, showing how joy and movement can be reframed at every stage of life.
To further the campaign’s impact, AIA brought together creators and brand ambassadors from across the region for a summit on responsible health storytelling. They examined how stereotypes shape content and co-created ways to encourage more inclusive and authentic online conversations about wellness.
Together, these initiatives reinforce AIA’s long-term commitment to helping people in Asia live healthier, longer and better lives, and support its ambition to inspire and engage one billion people by 2030.
Rethink Healthy Research Report and Methodology
About AIA
AIA Group Limited and its subsidiaries (collectively “AIA” or the “Group”) constitute the largest independent publicly traded pan-Asian life insurance group. It operates in 18 markets – branches and wholly owned subsidiaries in Mainland China, Hong Kong SAR, Thailand, Singapore, Malaysia, Australia, Cambodia, Indonesia, Myanmar, New Zealand, Philippines, South Korea, Sri Lanka, Taiwan (China), Vietnam, Brunei and Macau SAR.(3)and a 49 percent joint venture in India. Additionally, AIA holds a 24.99 percent stake in China Post Life Insurance Co., Ltd.
The company that is now AIA was established in Shanghai more than a century ago, in 1919. It is the market leader in Asia (excluding Japan) in terms of life insurance premiums and holds leading positions in the majority of its markets. Its total assets stood at US$328 billion as of June 30, 2025.
AIA meets the long-term savings and protection needs of individuals by offering a range of products and services including life insurance, accident and health insurance and savings plans. The Group also offers employee benefits, borrower life insurance and retirement services to corporate clients. Through an extensive network of agents, partners and employees across Asia, AIA serves holders of more than 43 million individual policies and more than 16 million participating group insurance plan members.
AIA Group Limited is listed on the main board of the Stock Exchange of Hong Kong Limited under the stock codes “1299” for the HKD counter and “81299” for the RMB counter with American Depositary Receipts (Level 1) traded on the OTC market under the symbol “AAGIY”.
About AIA One Billion
In 2022, AIA launched the AIA One Billion initiative to inspire one billion people to live healthier, longer and better lives by 2030. This ambition highlights AIA’s commitment to engage, educate and inspire communities across Asia to improve physical, mental and environmental well-being while championing financial inclusion. To date, the initiative has reached more than half a billion people through initiatives such as Rethink Healthy, AIA Healthiest Schools, AIA Voices and the AIA’s partnership with Tottenham Hotspur Football Club.
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Remarks : (1) AIA Rethink Healthy Asia Report 2026 (2) Hong Kong SAR refers to the Hong Kong Special Administrative Region. (3) Macau SAR refers to the Macau Special Administrative Region. |
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SOURCE AIA
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Source: PR Newswire
