On October 17, in Zhangshu, Jiangxi Province, we explored the vibrant atmosphere of the 55th National Medicinal Materials and Pharmaceutical Trade Fair, where innovation meets tradition in the realm of traditional Chinese medicine. The fair, held from October 16 to 25 in the “Chinese Medicine Capital,” has attracted over a thousand pharmaceutical enterprises from across the nation.
One standout exhibitor, a well-known local herbal company, showcased a range of interactive experiences rooted in traditional Chinese medicine culture. A towering gourd herbal installation drew numerous visitors eager to snap photos, while younger attendees waited in line to learn “Wu Qin Xi” from a performer dressed as the legendary herbalist Ge Xuan. After participating, they received fun merchandise like wellness hammers and fridge magnets.
A representative from the herbal company shared, “Last year, we set up a pop-up café during the fair, featuring different coffee flavors infused with herbal ingredients like ginseng, goji berries, dried tangerine peel, and honeysuckle. Our ginseng Americano and goji latte became instant hits.” The company recognizes the growing enthusiasm for “new-style” traditional aesthetics among younger audiences and is leveraging the fair to enhance its brand presence.
Nearby, a traditional Chinese medicine enterprise from Jiujiang had their booth transformed into a tea shop, drawing in visitors with innovative drinks that combine ancient recipes and food therapy concepts. “This tea, named ‘Zhuozhuo Qihua,’ incorporates rose and peach gum. Rose helps relieve liver stagnation and reduce internal heat, while peach gum is known for its beauty benefits. It’s particularly popular among women,” explained a staff member dressed in a traditional Chinese dress.
Du Xiaoyang, a representative from the tea brand, elaborated, “Our customers can savor a variety of herbal teas, light dairy teas, and fresh fruit teas, each infused with the essence of ancient medical formulas and modern innovation.” He mentioned their commitment to the “new-style” aesthetic, highlighting that staff at their Lushan Guling Street store wear traditional attire that aligns with the brand’s image.
A representative from Shandong expressed enthusiasm for the innovative “herbal+” products emerging on the market, noting the favourable reception from younger consumers.
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