TCM adds spice to modern diets for young consumers

Youth market

Like Tong Ren Tang, many leading TCM companies are investing in the food sector, tapping into the potential of a market yet to be fully explored.

An investigation initiated by the National Bureau of Statistics showed that health and wellness ranked third in the consumption rankings of young people aged 18 to 35.

On the one hand, young people in China joke about themselves being "crispy skin youngsters", mocking their poor health. In fact, it's more a complaint about stress and depression from overwork.

On the other hand, young Chinese want to stay healthy but feel it's hard to abandon unhealthy habits such as staying up late and eating junk food. Therefore, products that claim to be able to balance good taste and benefit health are favored, experts said.

Shi Jingwen, 20, barely drinks milk tea, unlike most women her age, because she said she places a high value on health in terms of diet.

But she would like to try a cup of almond tofu and osmanthus tea by Tea of Seasons, a herbal beverage brand created in 2022 by a time-honored Beijing TCM provider.

"When I learned about the products they offer based on the seasonal cycle and incorporating some TCM knowledge, I became extremely interested," she said.

"Their products can provide people with a healthy enjoyment both physically and mentally. For example, products like their mung bean soup introduced in the summer better meet people's needs for cooling down during the hot season. This can also provide a sense of comfort in one's healthy diet," she said.

She added that the products also inherit traditional Chinese culture, which is special.

The brand's founder, Wei Wei, believes that medicine and tea share the same cultural origins and can be traced back to the era of Shen Nong, a mythical ruler known as the "Father of Agriculture" in China. According to legend, Shen Nong used tea multiple times to detoxify his body. By consuming natural herbal tea, one can nurture the body and mind, thus continuing the wisdom of our ancestors, according to Wei.

Huangdi Neijing (Inner Canon of the Yellow Emperor) is one of the Chinese medical classics. It mentions "nourishing the liver in spring, the heart in summer, the lungs in autumn, and the kidneys in winter". The company develops 24 drinks based on the 24 solar terms.