Traditional Chinese Medicine (TCM) is making waves in modern diets, especially among young consumers in China. There is a growing awareness of health and well-being, leading to a rise in the popularity of TCM cuisine.
Incorporating Chinese medicinal ingredients into food and beverages has become a trend in the catering industry. Items such as TCM drinks, bread, ice cream, and hotpot are now infused with traditional herbs known for their health benefits. What was once considered a simple supplement has now evolved into unique and popular products, particularly among the younger generation.
At the Peerless Tea Delights shop in Xining, Qinghai province, customers can find various Chinese herbs on display in glass boxes. The menu includes porridge to strengthen the spleen and stomach, desserts to relieve summer heat, and teas to boost immunity. The shop, which has been in the Wu family for about a century, offers a unique dining experience rooted in TCM principles.
One customer, 20-year-old Yang Yilin, tried a cup of “lung-clearing and throat-moistening” tea and shared her positive experience. She found the taste to be a pleasant surprise, starting off sweet and ending with a slight herbal note. While the visible effects may not be immediate, Yang believes that opting for TCM-infused products is a healthier choice compared to indulging in fried foods, as it brings “less of a mental burden.”
Leading TCM brand Tong Ren Tang launched Zhima Health in 2019, focusing on the concept of “medicine and food sharing the same source.” Zhima Health offers a range of products related to wellness regimes, including herbal coffee, herbal tea, bird’s nest, and lily rice cakes. The brand’s herbal extracts, such as raspberry and hawthorn, are popular choices among office workers looking for a natural energy boost.
Apart from food items, Zhima Health also provides offline health consultation services, catering to customers seeking holistic well-being solutions. As more TCM companies invest in the food sector, there is a growing recognition of the untapped potential in the market for health-conscious consumers.
According to a survey by the National Bureau of Statistics, health and wellness ranked third in the consumption preferences of young people aged 18 to 35. Dr. Zhang Jingchun from the Xiyuan Hospital of China Academy of Chinese Medical Sciences in Beijing noted the increasing demand for fashionable health maintenance, emphasizing that wellness is no longer limited to the elderly.
While TCM cuisine can offer health benefits, Dr. Zhang highlighted the importance of considering individual factors such as age, gender, weight, and season when incorporating these products into one’s diet. She advised moderation and cautioned against solely relying on TCM cuisine for significant health improvements. If experiencing discomfort, seeking medical advice is recommended.
As TCM cuisine continues to gain popularity for its potential health benefits, the discussion around its effectiveness and proper usage remains ongoing. With a focus on wellness and health-conscious choices, TCM-infused products are finding their place in modern diets, catering to a diverse range of consumer preferences and needs.