Deeply entrenched physical, mental and financial health stereotypes shape attitudes and behaviours around wellbeing across Asia, according to AIA Group's "Rethink Healthy" research study.
The study conducted across Mainland China, Hong Kong SAR, Singapore, Thailand and Malaysia, was released on 9 February 2026. It analysed more than 100m social media posts and online content, alongside a survey of 2,100 respondents.
The research set out to understand how stereotypes around wellbeing are formed, reinforced and normalised in everyday life. It reveals that rigid expectations around fitness, mental health, wealth and family responsibility continue to exert powerful pressure on individuals and shape how people see themselves, how they relate to others and how they engage with their health journeys.
Key findings of the research include:
- 69% of respondents agree that fitness requires discipline with no compromise.
- 59% believe that improving health requires a complete transformation.
- 57% feel that to be respected, a person must control their emotions and avoid showing vulnerability.
- 63% feel negatively about financial health stereotypes, while 41% associate personal worth with financial success – particularly for men.
Only people with good well-being tend to find these stereotypes motivating, while those with poorer well-being experience them as pressure that reinforces self-doubt and delays action.
AIA Group Chief Marketing Officer Stuart A. Spencer said, “The data is unequivocal. Asia’s health challenge is no longer just medical; it is also behavioural and cultural. As lifestyle-related diseases continue to rise across the region, deeply rooted stereotypes around fitness, financial success and mental health are quietly undermining prevention, delaying support and driving poorer health outcomes.
“By uncovering these insights, our aim is to empower people to question limiting beliefs, challenge how health is portrayed and make more informed choices for their overall health and well-being. We believe that helping people live 'Healthier, Longer, Better Lives' requires changing the narratives that shape everyday behaviours in the first place.”
Based on these findings, AIA has unveiled the next phase of "Rethink Healthy" to help change behaviour, anchored by three new films that bring these hidden pressures to life. AIA also 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-create ways to encourage more inclusive and authentic well-being conversations online.