一座祠贯连古今。纪念张仲景的医圣祠位于宛城区，是中医药文化的重要发源地和仲景医学的祖庭所在地。 2021年5月12日，习近平总书记在南阳市考察调研，首站便来到医圣祠，了解张仲景生平和对中医药发展的贡 献，了解中医药在防治新冠肺炎疫情中发挥的作用以及中医药传承创新情况。 近年来，宛城区深入落实国家关于中医药工作的部署，坚持以人民健康为中心，牢牢把握"传承创新"的核心 方向，以"高质量发展"为路径，努力实现"普惠于民"的根本目的，系统谋划、全域推进，中医药事业和产业 呈现蓬勃发展的良好态势。 医圣文化园主体建筑张仲景博物馆。 10月23日，各式药膳亮相南阳医圣文化园。 10月23日，在南阳医圣文化园，游客正在了解药膳美食。 1 历久弥新擦亮文化底色 红墙朱瓦、重楼汉阙，宛城区仲景路上的医圣文化园，是南阳中心城区分外亮眼的文化地标。 今年国庆中秋假期，南阳医圣文化园再度成为文旅打卡热点。如织的游客漫步在亭台廊桥间、曲折碧水畔， 请中医名家把脉问诊，选购艾草香囊、中药奶茶等文创产品，与身着汉服的演员合影、自拍，似乎重回汉唐 盛世。 医圣文化园以张仲景博物馆为中心精心打造，一期项目总投资59亿元，规划用地面积689亩， ...

"哇，这个中药奶茶好好喝啊！"……在广东省名中医吴伟教授岭南鲜药应用工作室，游客不仅可以 问诊，还可以体验"药食同源"的中医药膳食文化，现场熙熙攘攘、气氛热烈。 不远处，一阵欢呼声传来："快看，'天外飞仙'！"只见身着古装的不倒翁小姐姐轻盈旋转，边表演 边向孩子们派发棒棒糖。董小英举起手机记录这一幕，连连点赞："传统技艺与现代互动巧妙融合，这 样的'潮玩'非遗，孩子看得懂、玩得嗨，文化传承就该这么生动！" 开街仪式上，合浦县还首次将中医药与非遗戏曲相结合，让两种文化在"一文一武、一静一动"中碰 撞出差异化国潮火花。当天，欧凯明艺术工作室、广东省名中医吴伟教授岭南鲜药应用工作室正式揭 牌。 在欧凯明艺术工作室，市民、游客络绎不绝。欧凯明是著名粤剧表演艺术家、国家级非物质文化遗 产代表性传承人，作为土生土长的合浦人，这次在家乡设立工作室，他充满期待："希望通过工作室为 合浦的文化事业，尤其是传统艺术的传承与弘扬贡献一份力量。" 彩旗猎猎，醒狮腾跃，10月1日上午，全国首个"海丝文化+非遗+月饼"主题沉浸式文旅街区在合浦 县月饼小镇正式开街。锣鼓声中，海丝风情舞蹈翩跹登场，非遗匠人展演绝活，智能机器狗卖萌争 宠…… ...

Core Insights - The article discusses a new marketing trend in the tea beverage industry, where brands are using bold and unconventional strategies to attract attention, particularly focusing on products that promote digestive health and relieve constipation [1][3][8] - The trend has led to a surge in social media content around these products, with a notable emphasis on the "laxative" effects of certain drinks, particularly from the brand blueglass, which has gained notoriety for its "畅" series [3][10] Marketing Strategies - Several brands, including blueglass, have adopted a straightforward and somewhat edgy marketing approach by highlighting the digestive benefits of their products, which has resonated with consumers [3][7] - Other brands, such as 奈雪的茶 and 沪上阿姨, have also launched products with similar "digestive" themes, indicating a broader trend within the industry [4][5] Consumer Behavior - There is a significant consumer interest in products that claim to alleviate constipation, with over 56 million individuals in China reportedly suffering from this issue, leading to a rise in related social media discussions [8][10] - The popularity of these "laxative" drinks has sparked a wave of consumer experimentation, with many users sharing their experiences online, further driving the trend [10][12] Industry Risks and Concerns - The marketing tactics employed by some brands have raised concerns about consumer health and safety, with reports of adverse effects such as severe diarrhea and gastrointestinal issues following consumption [10][11] - Critics argue that the use of humor and casual language around serious health issues can be disrespectful and may mislead consumers about the safety and efficacy of these products [11][12] Market Trends - The new-style tea beverage market in China is projected to reach a scale of 354.72 billion yuan in 2024, although growth rates are slowing, prompting brands to seek differentiation through unconventional marketing [13] - The saturation of the market has led to increased competition, with brands attempting to stand out by leveraging consumer trends and social media engagement [13][14]

Core Viewpoint - The article highlights the significant growth and increasing popularity of traditional Chinese medicine (TCM) and its integration into modern health management, particularly among younger generations, driven by rising health awareness and supportive policies [3][10][30]. Group 1: Growth of TCM Institutions - The number of TCM clinics has surged from over 3,000 in 2015 to 42,000 by 2024, representing an approximate 13-fold increase over nine years [13]. - The overall number of TCM healthcare institutions in China has nearly doubled from 54,243 in 2017 to 92,531 in 2023 [13]. - In 2024, the total number of TCM consultations in China is expected to exceed 1.6 billion, following a 67.4% year-on-year growth in 2023 [13]. Group 2: Popularity of TCM Products - Sales of "Sanfu Ties" (a TCM patch) increased by 176% year-on-year before the summer of 2023, with major cities like Shanghai and Guangzhou leading in sales [4]. - The popularity of "Wu Mei Tang" (a TCM drink) surged, with over 200,000 packets sold within three days of its launch, and 1.15 million packets sold within 24 hours of the second version's release [8]. - The trend of TCM beverages, such as "Chinese herbal milk tea," is gaining traction among young consumers, reflecting a shift towards integrating TCM into daily life [9]. Group 3: Young Consumer Engagement - Over 50% of the consumers of TCM products are aged between 18 and 35, indicating a strong engagement from younger demographics [7][14]. - The topic of "TCM health management" has garnered significant attention on social media platforms, with over 6.9 billion views on Xiaohongshu [10]. Group 4: Economic Impact and Market Trends - The market for Chinese herbal drinks is projected to grow at a compound annual growth rate (CAGR) of over 88% from 2024 to 2028, with expectations of surpassing 10 billion yuan in sales by 2024 [16]. - The overall TCM health industry is expected to exceed 1.8 trillion yuan by 2025, with TCM's share of the health service industry projected to be between 30% and 40% by 2030 [28]. Group 5: Policy Support and Health Awareness - The rise of TCM is supported by government initiatives aimed at enhancing TCM services, with a target of achieving 99.6% community coverage of TCM clinics by 2025 [38]. - Increasing health concerns among the population, with 84.4% reporting various health issues, have driven demand for TCM as a viable solution for chronic health management [32].

Group 1 - The core viewpoint of the report highlights the growing demand for functional foods made from traditional Chinese medicine (TCM) materials, driven by an aging population and changing consumer preferences towards health and wellness products [1][2][15]. - By the end of 2024, the population aged 60 and above in China is expected to reach 310 million, accounting for 22% of the total population, indicating a significant market opportunity for health management products among the elderly [1][11]. - The market penetration rate of TCM functional foods has increased from 0.01% in 2019 to 4.79% in 2023, with projections suggesting it could reach 6.52% by 2028, reflecting a growing acceptance among consumers [2][22][23]. Group 2 - The trend of younger consumers embracing health supplements is leading to innovation and structural upgrades in the industry, with a focus on personalized and high-quality products [2][17]. - The report notes that the market for TCM functional foods is expected to grow significantly, with the market size projected to increase from 18.16 billion yuan in 2021 to 68.21 billion yuan by 2025, representing a compound annual growth rate (CAGR) of 39.2% [11][12]. - The report emphasizes the importance of policy support in promoting health and wellness, with initiatives like the "Healthy China 2030" plan encouraging the development of health foods [15][16]. Group 3 - The report suggests that companies like Yunnan Baiyao and Dong'e Ejiao, which have strong brand advantages and diverse product matrices, are well-positioned to benefit from the expanding market for TCM functional foods [2][35][38]. - The TCM industry encompasses a complete ecosystem from raw material supply to final product sales, with TCM decoction pieces being a key component benefiting from increased downstream demand [28][32]. - The report highlights the growing trend of personalized health management among younger consumers, which is driving the demand for innovative TCM products such as herbal teas and snacks [19][20][27].

Core Viewpoint - The "medicine-food homology" industry in China is experiencing explosive growth, driven by increasing health awareness and favorable policies, with the market size surpassing 370 billion yuan and expected to exceed 400 billion yuan in 2024 [3][6]. Market Overview - The market for "medicine-food homology" has reached 376.3 billion yuan in 2023, with a growing number of registered enterprises, totaling over 2,900, and 400 new registrations in the first eleven months of the previous year [6][7]. - The industry is viewed as a vast blue ocean with significant development potential, as it combines the properties of food and traditional Chinese medicine, offering convenience in management compared to strictly regulated health products [7]. Consumer Trends - The younger generation, particularly Generation Z, is becoming the main consumer force in health and wellness, driving innovation in "medicine-food homology" products across various sectors such as snacks, dairy, and beverages [4][16]. - The demand for health products is expanding beyond the elderly demographic, with a notable increase in the consumption of health supplements among middle-aged and young consumers [8][10]. Product Innovation - Innovative products are emerging, such as traditional Chinese medicine-infused snacks and beverages, which are transforming the perception of these ingredients from "disease assistance" to "daily consumption" [15][17]. - Major companies are collaborating to develop health-oriented products, such as dairy products and condiments infused with traditional Chinese medicinal ingredients [17]. Regulatory Environment - The Chinese government is actively promoting the "medicine-food homology" sector through policies that simplify recognition processes and expand the list of approved substances, with 106 items currently included [10][11]. - However, the industry faces challenges due to a lack of standardized regulations, leading to market confusion and potential consumer deception regarding product claims [11][12]. Quality Control and Challenges - Quality control remains a significant issue, with concerns about the authenticity and consistency of medicinal ingredients, necessitating advanced technologies for traceability and verification [18]. - The industry is also grappling with homogenization, where many manufacturers replicate successful products, leading to a crowded market where price becomes a primary competitive factor [18]. Future Directions - The industry is moving towards standardization, technological advancement, and innovation, with a focus on research-backed product development to differentiate genuine innovations from mere marketing gimmicks [18].

Core Viewpoint - The article discusses the revitalization and innovation of traditional Chinese brands, known as "laozihao," emphasizing their cultural significance and the need for modernization to attract younger consumers [6][12]. Group 1: Definition and Importance of Laozihao - Laozihao refers to brands that have been established for over 50 years, showcasing distinct Chinese cultural characteristics and strong innovation capabilities [6]. - As of February 2024, there are 1,455 recognized laozihao brands in China, with 382 newly recognized, reflecting a growing emphasis on preserving and promoting these brands [6]. - The average age of laozihao brands is nearly 140 years, covering 32 industries, indicating their deep-rooted presence in Chinese culture [6]. Group 2: Innovation and Modernization - Traditional brands are increasingly adopting innovative approaches, such as the introduction of new products like bronze artifact-themed pastries and herbal tea beverages, to appeal to modern consumers [4][5]. - The concept of "reverse growth" is highlighted, where traditional flavors are presented in contemporary formats, such as coffee served in traditional tea bowls, attracting younger audiences [8][9]. - Brands like Tongrentang are incorporating modern ingredients into traditional recipes, creating new trends like "punk health" [9]. Group 3: Consumer Engagement and Experience - The transformation of laozihao stores into cultural spaces allows for interactive experiences, such as workshops where consumers can learn traditional crafts [9][10]. - User-generated content on social media platforms enhances brand visibility and engagement, with customers sharing innovative ways to enjoy traditional products [10][11]. - The integration of technology, such as AI in traditional medicine, exemplifies how laozihao can modernize while maintaining their cultural essence [13]. Group 4: Challenges and Considerations - There are concerns that merely adopting trendy consumer practices may dilute the deeper cultural values of laozihao brands [12]. - The article stresses that innovation should not equate to superficial changes but should involve a creative transformation of traditional practices [13]. - Maintaining a balance between tradition and modernity is crucial for the sustainable development of laozihao brands, ensuring they resonate with contemporary consumers while preserving their heritage [12][13].