Cover A group photo of the team behind Zupe, a new social media platform focused on health and wellness content (Photo: Zupe)
A group photo of the team behind Zupe, a new social media platform focused on health and wellness content (Photo: Zupe)
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Inspired by Chinese social media platforms, Hong Kong nutritionist Candice Chan is set to launch an AI-powered app in April that aims to make reliable health and wellness information more accessible
The internet has become a breeding ground for unverified health misinformation, with platforms like TikTok often hosting some of the most outrageous claims.
Viral challenges have previously urged users to mix drinks with borax, a laundry detergent, for supposed anti-inflammatory benefits. Other misguided trends included dry scooping pre-workout powder for enhanced effects and pouring beer on the skin for a better tan.
The flood of wellness content online is further clouded by advertisements and product endorsements that can confuse consumers. Despite this, more young, tech-savvy individuals are turning to social media for health advice.
Read more: Getting health advice on TikTok? You might want to read this first
To address this issue, Hong Kong nutritionist Candice Chan, co-founder of the wellness center LifeHub, has teamed up with her business partner Jonathan Seah and fellow entrepreneurs Brent Ferguson and Patrick Deloy to launch Zupe, a social media platform designed to deliver credible health and wellness information and encourage open discussions on these topics.
“We are a social media network, a consultation platform, a marketplace and even an AI tool—all combined into one,” explains Chan, a Gen.T Leader of Tomorrow.
Like other social media platforms, users can share health and wellness content on Zupe. Each post features an AI button that provides additional insights, like explanations, pros and cons.
Chan explains that the AI is trained on extensive functional medicine and health research, including scientific journals and books. “Because doctors may not have the latest nutrition and wellness knowledge or be out of date with the latest scientific developments, we built an AI knowledgeable in this area, and we continuously provide it with the most updated information.”
Wellness professionals, such as nutritionists and yoga instructors, can join as verified experts. To ensure their credentials, the platform conducts interviews and assesses their backgrounds, supported by an external background check provider. Once verified, users can book consultations with these experts via text, voice or video calls, paying by the minute.
Chan’s experience looking for postpartum recovery tips on the Chinese social media platform Xiao Hong Shu, or Little Red Book, inspired this approach. She paid 300 RMB for a baby sleep consultant she found on the app.
Content posted by users will appear on the community page of the Zupe app (Photo: Zupe)
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“In Hong Kong, these specialists charge more [than the app], and consultations often follow a structured protocol,” she says. High costs can discourage people from seeking advice, even when practitioners are eager to attract clients.
With pay-per-minute, users can pick the advisors they trust and are most aligned with. “Not all health experts share the same view on a specific topic. For example, multiple doctors might offer you different advice for the same issue, even though each one is qualified.”
Zupe also features a marketplace where users can leave public product reviews. Brands will not be allowed to incentivise feedback, according to its press release.
Read more: The celebrity wellness craze: Do these trendy health hacks actually work?
Above Zupe co-founder and co-CEO Jonathan Seah (Photo: Zupe)
Zupe co-founder and co-CEO Jonathan Seah (Photo: Zupe)
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After two years of development, the social media app was opened for early access for a small group of users last November. It will be launched globally in April 2025.
In addition to being the go-to app for health and wellness content, Chan says the goal is also to cultivate a community for health and wellness enthusiasts, akin to those robust online circles focused on luxury fashion, sports and astrology. “People want to find their tribe and engage with topics they care about. The health and wellness crowd deserves trustworthy information and valuable user feedback.”
The serial entrepreneur believes that while outright misinformation should be moderated, there is a rich diversity of thought among health experts who present different remedies that work for various individuals. “We want people to have those conversations on Zupe,” she says. “We want the experts on the platform to help the audience decipher what is right or wrong.”
Meet more Gen.T Leaders of Tomorrow from the Wellness sector.
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Based in Hong Kong, editor Yoyo Chow covers the people and ideas redefining Asia’s future—from cutting-edge innovation and AI to bold moves in sustainability and diversity. She also drives content for Tatler Gen.T in Hong Kong, a platform and community spotlighting the region’s next generation of startup founders, creatives and changemakers.
Before that, she was a video journalist producing content for international TV and digital platforms, including Reuters and South China Morning Post. If you have a powerful story to share, she’s all ears. Send press materials, event invites and any inquiries to yoyo.chow@tatlerasia.com.
