29块9的“情绪用品”，成了端午标配？

Core Viewpoint - The article discusses the rising popularity and commercialization of mugwort (艾草) in China, particularly during the Dragon Boat Festival, highlighting its cultural significance and the emergence of a lucrative market around it [10][58]. Group 1: Cultural Significance - Mugwort is traditionally associated with the Dragon Boat Festival, symbolizing health and safety, and is often sold in decorative bundles [6][10]. - The modern interpretation of the festival emphasizes creating a festive atmosphere, especially among young urban dwellers who may not participate in traditional activities [13][17]. - The act of hanging mugwort is steeped in cultural practices and beliefs, with various rules and customs surrounding its use [21][25]. Group 2: Market Potential - The mugwort industry in China has shown significant growth, with a production volume of 300,000 tons in 2020 and a compound annual growth rate of 9.5% [59][60]. - Major production areas include Hubei and Henan, with the industry generating over 10 billion yuan annually in Nanyang alone [60][62]. - The medicinal properties of mugwort contribute to its marketability, being recognized in both traditional Chinese medicine and Western medicine for its anti-inflammatory effects [63][66]. Group 3: Consumer Behavior - Consumers are increasingly drawn to mugwort products not just for their medicinal claims but also for their emotional and aesthetic value, particularly during cultural festivals [92][96]. - The pricing of mugwort products can be high, with some items like mugwort bundles priced at 29.9 yuan and other products reaching into the thousands [71][86]. - There is a growing trend of consumers purchasing mugwort products for the perceived emotional benefits rather than their actual therapeutic effects [98][100].