New Chinese-style wellness trend brings new business opportunities

In recent years, the trend of new Chinese-style wellness has gained enduring popularity on social media. Since the COVID-19 pandemic, the demand for preventive health measures has only increased in China. This Chinese-style wellness approach, which promotes the concept of 'food as medicine,' along with a wellness regime that combines nutritional eating and light daily exercise to balance energy and blood flow, is especially well-suited to the Chinese constitution. Many people are looking to the ancient health guide ‘The Yellow Emperor's Inner Canon(黄帝内经),’ which has been revered for over two thousand years, to adopt practices like ‘nourishing according to the seasons’ and ‘eating according to the seasons’ to enhance their wellness routines.

Baduanjin, or Eight Pieces of Brocade, is one of the most ancient forms of Chinese qigong (a system of deep-breathing exercises). It is renowned for its health benefits, combining gentle movements with breath control. Regular practice of Baduanjin is believed to bring numerous health benefits, such as enhancing physical fitness and improving one’s mental state. This Chinese-style 'yoga' has become popular among both the elderly and young people for maintaining health, especially during the COVID lockdowns at home. Images: RED Note

Chinese traditional five-tone music therapy, rooted in the ancient Chinese Five Elements theory, links music to human health, using it to balance the body's yin and yang, organ functions, and emotions. The five tones in this music—Gong, Shang, Jue, Zhi, and Yu—correspond to the spleen, lungs, liver, heart, and kidneys, respectively. This therapy, often called 'electronic Chinese medicine,' is also popular among young people for regulating emotions. There are many notes on Xiaohongshu/RED recommending song lists and offline emotional healing activities based on this therapy. Images: Xiaohongshu @时谷知否 @IN PEACE 伸心

This new trend in Chinese-style wellness has created new business opportunities by combining traditional Chinese medicine with bubble tea, dining, fairs, and AI. Let's review some notable examples that might inspire you.

TCM clinic + canteen & freshly made drinks

Now the most popular beverage spots aren’t trendy bubble tea shops but traditional Chinese medicine (TCM) stores! With the rise of the new Chinese-style wellness trend, these shops have expanded beyond selling herbal remedies and offering consultations. They’ve ventured into new business areas by creating their own dining canteen and freshly made herbal drinks, becoming the latest sensation in Chinese wellness. These TCM shops offer products based on traditional herbal recipes, using ingredients like mint, liquorice, balloon flower, and honeysuckle, which have specific health benefits. Their focus on transparent ingredient sourcing and fresh preparation processes also attracts many customers eager to experience these innovative offerings.

A traditional Chinese medicine (TCM) clinic in Henan has launched a 'Nutritional Wellness Kitchen,‘ following the principles of ’seasonal health' and 'food as medicine.' Images: Food Daily

The TCM clinic offers wellness meals that incorporate herbal ingredients, such as liver-nourishing herbal chicken soup and dried tangerine peel pig’s trotters. Images: Xiaohongshu @ 玛卡巴卡

There are also new Chinese-style drinks available at TCM clinics. In addition to traditional consultations, these clinics now offer their own unique herbal milk teas. Some TCM clinics have even opened dedicated tea shops, where shelves are filled with fresh herbal ingredients that highlight the genuine value of their products.

At the tea shops within TCM clinics, the ingredients used for their 'food as medicine' beverages are prominently displayed, emphasizing the authenticity and quality of the products. Image: Xiaohongshu @SuperShe

The Shanghai-based traditional Chinese medicine brand Tonghan Chuntang has also opened a Chinese herbal tea shop. They have launched a series of 'Twenty-Four Solar Terms Teas,' creating tea drinks with different benefits tailored to the effects of various solar terms on the body. These include offerings such as 'peach gum and osmanthus rice wine milk,' 'stewed pear soup,' and 'loquat and snow pear soup,' etc.

Tonghan Chuntang and it's Twenty-Four Solar Terms Tea series. Image: RED

Beijing's time-honored TCM brand Changchun Tang has launched a new herbal tea brand called 'Shunshi Er Yin(顺时而饮).' This brand offers ready-to-drink teas and packaged products in-store, with the option for customers to purchase the teas online through e-commerce platforms to boost sales.

Consumers can purchase ready-to-drink teas and packaged products at the ‘Shunshi Er Yin’ stores. Images: Xiaohongshu @ 顺时而饮

What does coffee with herbal ingredients taste like? The renowned traditional Chinese medicine brand Beijing Tongrentang (北京同仁堂) has opened Tongrentang Cafe. They have introduced products like ‘dried tangerine peel latte,’ 'wolfberry latte', and the 'stay up late beverage' with many traditional herbal ingredients. These drinks use honey instead of unhealthy syrup and are made with functional traditional Chinese 'food as medicine' ingredients available in their stores.

Beijing Tongrentang Cafe. Image: RED

These TCM clinics, with their rich history and strong reputation, are capitalizing on their expertise in “food as medicine” to enter the new Chinese-style ready-to-eat food market. By being transparent about their ingredient sources and showcasing their freshness and authenticity, they’re tapping into the trend of new Chinese-style wellness and earning consumer trust for the genuine quality of their products.

TCM culture + offline experience fairs

Traditional Chinese medicine (TCM) is connecting with the public through wellness markets, where visitors can enjoy free TCM pulse diagnoses, moxibustion treatments, wellness teas and coffees, traditional performances, and music festivals. These markets attract thousands of mostly young visitors in just a few days. Not only do these TCM-themed markets bring wellness concepts into modern life, but they also help transform the TCM industry and boost the local cultural and tourism economy.

At the Zhejiang TCM Creative Market, young people are exploring a variety of traditional herbal ingredients. Image: 浙江在线网站

At the Zhejiang TCM Creative Market, there are free TCM pulse diagnosis sessions where visitors receive medical guidance and advice. Image: 浙江在线网站

In the TCM massage therapy area of the Nanchang Night Market, visitors can receive traditional TCM treatments. Image: 搜狐号@诊锁界

AI-powered TCM consultations

TCM is also evolving by integrating with AI technology to improve diagnostic accuracy and efficiency, offering personalized services for patients. AI-powered consultations are already being used in some TCM hospitals, helping to transform traditional TCM from an ‘experience-based practice’ into a scientific and applicable field.

Smart TCM pulse diagnosis device: results in two minutes. Image: Xiaohongshu @爱养生的云子icoo

This type of device also offers intelligent tongue diagnosis, provides personalized wellness recommendations based on body constitution, and offers TCM wellness courses. Images: Xiaohongshu @觉主 @Fan范儿

How can brands tap into this trend?

The examples above show how traditional brands are rejuvenating by aligning with young people's wellness trends. By incorporating herbal ingredients into new products and expanding consumer interactions, these brands are attracting a younger audience. The new Chinese-style wellness trend offers not only domestic brands fresh ideas for product innovation and consumer experience, but it also provides foreign brands with an excellent opportunity to engage young Chinese consumers. For instance, foreign brands can launch limited-edition food and beverage products that feature TCM ingredients. Moreover, by hosting offline pop-up events that combine Chinese wisdom with modern society's craving for relaxation and relief from the pressures of daily life, brands can create an ideal lifestyle experience that resonates emotionally with young consumers.