Can Chinese herbal bread alleviate young people’s “health anxiety”
The slogan on the barricade of an unopened restaurant near the China World Trade Center area recently caught the attention of consumers: "Don't rush! Chinese herbal bread (养生吐司) coming out soon."
The slogan about "Chinese herbal bread(养生吐司)" on the barricade of a bakery has piqued the curiosity of many consumers. Images are from RED.
After experiencing the dazzling array of bread in China’s big cities, many people are still curious about what "Chinese herbal toast" is. In fact, as early as last year, on the first floor of the First Teaching Hospital of Tianjin University of Traditional Chinese Medicine, a bakery named "Medicinal Food Shop(药食坊)" opened, offering signature products such as " Donkey-hide gelatin bread, astragalus bread and lotus leaf cooling bread," among others. The interesting fusion of Chinese and Western styles has attracted many young people.
Many netizens have expressed that the average price for a single item is around ¥20 ($2.80), and its appearance doesn't differ much from regular bread, but it is full of creativity. Images are from RED.
Similarly, in Zhengzhou, there is a shop called "Zhongjing Life" that specializes in health food made from Chinese medicinal ingredients. It offers unique products such as hawthorn dragon fruit bread, tangerine peel chocolate cake, and yam oat milkshake, all of which combine health benefits with trendy appeal.
The interior design of Zhongjing Life's stores is inspired by traditional Chinese medicine shops. Images are from RED.
In response to past consumer skepticism online, many stores have stated that the medicinal herbs added to the bread can all be found on the list of "Homology between medicine and food" published by the National Health Commission. In other words, all the raw materials are approved by health authorities and can be added to the products sold in the stores as ingredients. However, some stores also emphasize, to keep consumers rational, that "bread does not cure illnesses" and encourage everyone to consume rationally.
A bakery prominently displays a product statement in a visible area, accompanied by a model of a bread. Images are from RED.
Chinese herbal bread from other cities in China stands out with its distinctive appearance and unique store decor. Images are from RED.
Chinese traditional wellness practices such as sand therapy, Sanfu moxibustion, and herbal or botanical beverages are trending this summer. Chinese consumers are increasingly drawn to health regimens rooted in ancient wisdom.