In recent weeks, traditional Chinese medicine (TCM) wellness markets have been drawing large crowds in numerous bustling shopping districts in Hangzhou, Zhejiang Province. These markets combine the essence of TCM culture with the vitality of modern night market economics, infusing the city’s evenings with a unique herbal charm.
What’s behind the popularity of these wellness markets? What is the “secret sauce” that allows TCM culture to resonate with a wider audience?
The rising demand among young people for health and wellness is a significant driving force behind the success of these markets.
On a recent Saturday night in West Hangzhou, over 30 experts from the Zhejiang Provincial Traditional Chinese Medicine Hospital gathered in the outdoor area of a popular shopping mall to host a TCM wellness market. In a designated area for experiencing TCM techniques, many young attendees eagerly tried out traditional therapies like cupping, ear acupuncture, gua sha, acupuncture, and massage. Many young women showed great interest in TCM health products such as herbal tea, beauty ointments, and hair growth shampoos, stopping to sample and seek advice.
Simultaneously, the “National Medicine Wellness Gathering” night market organized by Zhongshan Hospital in downtown Hangzhou attracted a significant number of young visitors. Zhang Da, a member of the “post-2000” generation, learned about the market through social media and attended with several friends. “We often jokingly refer to ourselves as ‘fragile youths,’ and it feels quite apt,” he shared. “You can see that more and more people around us are starting to pay attention to health and wellness since health is foundational to everything.”
Zhang Hong, the executive deputy director of the Zhejiang Provincial Traditional Chinese Medicine Hospital, shared some insightful statistics. A recent analysis of patients visiting their three outpatient departments in 2023 revealed that over 80% of attendees were under 65 years old, with approximately 55% being under 40.
“In the past, TCM was often associated with elderly patients, but that’s changing,” Zhang explained. “Middle-aged and young adults now constitute the majority of our patients and are becoming the backbone of TCM treatment. The fast pace of modern life has led to many young people experiencing suboptimal health. TCM, with its preventive approach and natural ingredients, has become increasingly popular among them.”
In response to this emerging trend, various TCM hospitals have begun relocating their outpatient services to shopping malls where young people tend to congregate. This grassroots approach aims to showcase the charm of TCM and encourage greater understanding of traditional culture and its integration into the health aspirations of the younger generation.
How compelling is TCM culture? The revitalization of traditional medicinal paste is a prime example.
With colder weather approaching, many health enthusiasts are beginning to consider health supplements. Medicinal paste, one of the eight traditional forms of Chinese medicine, has a history spanning thousands of years. At a recent wellness market, the time-honored Fanghuichun Hall introduced several functional medicinal pastes tailored to modern ailments, such as sleep aid and beauty enhancement formulas. They even offered free cooking sessions for Dong’e Ejiao, which captivated many and turned them into loyal fans.
The TCM health night market at Zhongshan Hospital also featured a booth dedicated to medicinal paste, drawing the attention of numerous young participants. The hospital invited pharmaceutical experts to help attendees identify rare medicinal materials and provided tips on how to properly prepare medicinal paste, ensuring they felt confident in their wellness journeys.
Ma Huijuan, party secretary of Zhongshan Hospital, noted, “The longevity of TCM lies in its transmission, while its depth is found in its popularization. In today’s rapidly evolving society, the application of TCM services and their contexts have changed significantly. By bringing TCM markets into the streets, we’re allowing doctors to engage directly with citizens, enabling them to gain firsthand experience of TCM’s positive roles in disease prevention, treatment, and health maintenance. We hope to foster a deeper trust and affection for TCM.”
Moreover, in an age where “city walks” have become popular, combining TCM with cultural and tourism elements showcases the city’s cultural diversity.
“Being able to learn about wellness from TCM experts without stepping into a hospital is fantastic. It’s practical and trendy to receive TCM knowledge while enjoying a day out shopping,” said Chen Fangfang, who had just finished her shopping at Xixi Impression City. “I hope these markets continue; they’ve become a new weekend gathering option with friends.”
In June, the Zhejiang Provincial government released an action plan aimed at the innovation and inheritance of historical classic industries, emphasizing the promotion of “historical classics + culture and tourism.” The province is also set to introduce further measures to support the inheritance and innovative development of locally produced traditional Chinese medicine, facilitating the growth of this industry and contributing to the establishment of a demonstration zone for shared prosperity.
Thus, articulating TCM culture through new methods and platforms, and creatively integrating it into various fields, is a natural evolution. Today, TCM culture serves as a window to the new era, connecting more individuals—especially young people—with a better life and traditional wisdom.
