A viral image capturing Bondi Beach in the early morning has highlighted a growing cultural shift in Sydney, where pre-dawn routines are becoming the norm.
Background and Social Context
Bondi Beach has long been a popular coastal destination, but recent online footage and photography have reignited global interest, not for its waves or tourist appeal, but for what occurs before sunrise.
A photograph taken on 14 March 2025, just after 7 a.m., showed crowds already active across the shoreline. Captured by photographer Eugene Tan, the image was shared by investor Ivan Power, who flagged the emergence of what he calls the “Morning Economy.”
The trend has been developing steadily since the COVID-19 pandemic, which altered daily routines and sparked new preferences for healthier and more structured lifestyles. While nightlife once dominated urban culture, current patterns suggest a widespread shift toward early starts and community activity.
Rise of the Morning Economy
People at Bondi Beach, both locals and visitors, are socialising, exercising, and even working before dawn. Business meetings, dating events, and social activities are increasingly scheduled for early hours, with some dating clubs launching 7 a.m. gatherings and local cafes adjusting to demand by opening before 6 a.m.
The shift has not gone unnoticed. Ivan Power noted on LinkedIn that Sydney could be considered a global leader in the Morning Economy, driven by demand for green spaces, fitness culture, and cost-effective leisure. With alcohol consumption and late-night activities declining among young Australians, early mornings are becoming the new standard for health and social connection.
Digital Reach and Reactions
A video posted by British influencer Molly-Mae Hague in March 2025 received over 700,000 views on TikTok, showcasing the 6 a.m. activity at Bondi Beach. Viewers observed joggers, surfers, swimmers, and sunrise-watchers, describing the atmosphere as vibrant and inspiring. Many international users praised the lifestyle, calling it an ideal way to begin the day.
Some viewers, however, were critical, calling Bondi overpriced and overcrowded. Others questioned the area’s nightlife, noting its early closures and quieter evenings compared to cities abroad.
Divided Public Response
Commentary on social media has reflected a range of opinions. While many commenters praised the routine as healthy and aspirational, others dismissed it as pretentious or inaccessible. Observations were based on public comments rather than formal polling, and some concerns were raised about the inclusivity of such trends, particularly in areas without similar infrastructure or green spaces.
Former England cricket coach Jon Lewis also weighed in, stating that Australia’s outdoors-oriented culture may give its athletes a physical advantage. He cited a personal experience walking from Bondi to Coogee, noting the number of residents already engaged in fitness activities early in the morning.
Looking Ahead
With the popularity of early mornings growing in both practice and social status, questions have emerged about how Sydney can better support this shift. Calls for increased investment in public green and blue spaces have been highlighted as a cost-effective way to support community wellbeing and economic growth.
The trend also suggests a potential rethinking of city planning and local business operations, centred around an early-hour lifestyle.
Published 27-May-2025