China’s private-sector afforestation efforts, driven by digital engagement, have reached a significant milestone, highlighting the integration of gamified incentives into national environmental strategies. Since 2017, the partnership between the tree-planting initiative Ant Forest and the China Green Foundation has resulted in the planting of 386 million trees across approximately 440 projects in seven provincial-level regions, including Gansu, Qinghai, and the Inner Mongolia autonomous region, according to Zhang Quanzhou, secretary-general of the China Green Foundation.
The initiative has contributed to the restoration of over 200,000 hectares of desertified land, with around 90 percent of this work taking place within key zones of the Three-North Shelterbelt Forest Program – recognized as the world’s largest afforestation project. Zhang emphasized that the program effectively channels the "green energy" generated by hundreds of millions of internet users into tangible ecological benefits.
Ant Forest was established in August 2016 by Ant Financial, an affiliate of Alibaba Group, as an app that rewards users with virtual energy points for environmentally friendly actions such as walking, using public transportation instead of cars, or opting for digital receipts when shopping online. Once users accumulate enough virtual energy, they can apply to have real trees planted on their behalf.
To ensure the longevity and transparency of the project, the China Green Foundation has developed a long-term public participation framework. In cooperation with the National Greening Committee, the foundation launched a nationwide online platform enabling citizens to adopt, monitor, and track the growth of trees via mobile devices, turning voluntary tree planting into a consistent, year-round activity. The foundation also implements robust accountability measures, including satellite remote sensing, third-party inspections, and digital monitoring to establish a clear chain of responsibility.
The governance structure supporting this effort involves government guidance, corporate funding, public involvement, foundation management, and oversight from forestry and grassland authorities, according to Zhang. This collaborative approach has been highlighted in scientific commentary as a successful model for leveraging digital incentives to engage the public and mobilize resources for environmental restoration.
Since its inception, Ant Forest has engaged over 500 million users and financed the planting of more than 619 million drought-resistant trees and shrubs. Among its dedicated users is Li Meng, a 28-year-old map data collector who has personally contributed to planting 1,120 trees since 2016. Li attributes his commitment to a shared sense of ecological responsibility across China’s regions, noting that while Western China is sparsely populated, it plays a crucial role in protecting the environment for more densely populated eastern areas.
During a recent visit to Alxa League in Inner Mongolia, Li observed tree growth at various stages, reinforcing his belief in the gradual and persistent nature of public welfare efforts. “It will slowly grow stronger, better and better,” he said, underscoring the cumulative impact of sustained individual and collective environmental actions.