Exploring pre-school sport and physical activity in China: a critical perspective on parents and under-fives

This chapter discusses sport and physical activity for children under the age of five in China, particularly the socio-cultural factors shaping parental decision-making. It further examines the intersection of parents’ cultural capital and their choices regarding their children’s participation in sports, demonstrating how these decisions are deeply influenced by social norms, economic status, and cultural expectations. In recent years, the promotion of physical activity in China has increased impacting the rapid expansion of the private pre-school sports sector creating an overwhelming landscape for parents, who must contend with various external pressures such as media advertising, societal trends, and public opinion. Despite the expansion of the market, there is a lack of research on the socio-cultural impacts of these activities. This chapter investigates the social and cultural context that shapes parental decisions regarding preschool children’s sports and physical activity in China. The research, conducted between 2017 and 2020, draws on an ethnographic case study focused on the market for young children’s tennis in Ningbo, a city in the Zhejiang province.