Lifestyle brand KnowYourself is an evolution of Qian Zhuang’s popular online psychology blog. The platform now has more than 10 million users, many of whom are young people seeking advice on mental wellness. Backed by investors such as ZhenFund and Eight Roads Ventures, the brand seeks to raise awareness of mental health through workshops and an app offering self-help tools, meditation sessions, psychological assessments and text-based counselling.