A tent is just a tent until it isn't.

In China, a single tent can now open the door to an entire range of experiences: coffee, barbecue, road trips, sports, social gatherings and more.

Follow the tent a little further, and an entire chain of businesses behind it unfolds: outdoor gear design and manufacturing, RV production, campsite operations and tourism.

So why are more Chinese consumers willing to spend on outdoor lifestyles? And how can a humble tent connect a new way of living to a rapidly expanding market? Follow the tent and Unbox China with us.