Traditional Chinese Medicine (TCM) is finding new avenues for growth, as businesses increasingly merge ancient practices with modern food and beverage trends. TCM, once confined to pharmacies, is now being infused into everything from herbal lattes to specialty foods, creating a burgeoning market that attracts health-conscious consumers.
In Beijing, the Baita Temple pharmacy is offering loquat pear lattes, while the First Teaching Hospital of Tianjin University of Traditional Chinese Medicine has introduced herb-infused bread, featuring ingredients like astragalus. These innovative products reflect the growing trend of blending TCM with the culinary world.
This trend is gaining traction as more consumers turn to TCM-inspired foods such as ice creams, breads, and coffee, driven by rising health awareness and an interest in the wellness benefits of traditional remedies. Zhang Jin, a doctor at Xiyuan Hospital of the China Academy of Chinese Medical Sciences, noted that this fusion helps demystify TCM principles and introduces them to a broader audience.
The consumer demographic for these products is shifting toward younger generations, a shift noted by Hu Hefeng, a medicated food dietitian. Products that were once associated with older generations are now appealing to younger buyers, particularly those born after 1995. A notable example is the Zhejiang Provincial Hospital of Chinese Medicine, which introduced a smoked plum soup priced at just 1.91 yuan ($0.26). The product went viral, amassing over 1.15 million orders within 24 hours and reaching 10 million orders in a single day. More than 80% of the orders came from consumers aged 20 to 35, according to Ye Wenyi, the hospital’s office director.
Smoked plum soup, a TCM beverage, is made from a blend of smoked plums, hawthorn, tangerine peel, and licorice. Known for its digestive and thirst-quenching properties, it serves as a natural alternative to traditional teas.
Despite the surge in popularity, China maintains strict regulations regarding the use of traditional medicine ingredients in food products. The country’s Food Safety Law prohibits the inclusion of pharmaceutical drugs in food, but it does permit the use of ingredients that are traditionally both food and medicine. In 2021, the National Health Commission introduced regulations for managing dual-use ingredients. As of November 2023, the list includes 102 traditional ingredients such as cloves, Chinese yam, hawthorn, and goji berries.
In Shandong Province, a hub for TCM-related businesses, over 130,000 health maintenance companies and nearly 200 medicinal food restaurants operate. The region has introduced a development plan to integrate medicinal foods into homes, communities, and healthcare facilities, further promoting the sector.
Since 2020, the Shandong Provincial Health Commission has hosted annual medicinal food competitions to highlight TCM-infused dishes, aiming to broaden public interest and foster innovation.
Hu emphasized that for the TCM food and beverage industry to thrive, it must balance market demand with consumer preferences. “Skilled professionals are essential to harmonizing the medicinal qualities of these ingredients with desirable flavors,” Hu said, underscoring the importance of expertise in crafting products that are both beneficial and palatable.
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