Core Insights - The article discusses the evolving health and wellness trends among the younger generation, particularly during the winter season, emphasizing a shift towards proactive and personalized approaches to health management [1][6]. Group 1: Market Trends - A health market event in Hangzhou, organized by Zhejiang Provincial Hospital of Traditional Chinese Medicine, attracted many young attendees, showcasing a modern and interactive approach to traditional health practices [2]. - The popularity of various traditional Chinese medicine (TCM) treatments, such as fire cupping and ear acupressure, indicates a growing interest among young people in experiential health practices [2][5]. - The introduction of innovative health products, including upgraded versions of traditional remedies like the 2.0 version of plum soup and herbal tea, reflects the changing consumer preferences towards convenience and aesthetics in health products [5]. Group 2: Consumer Behavior - Young consumers are increasingly engaging with health and wellness as a social activity, sharing their experiences on social media, which transforms traditional health practices into trendy social events [2][5]. - The trend of "health investment" is emerging, where younger individuals view health management not just as a remedy for illness but as a means to enhance their quality of life [6]. Group 3: Industry Response - In response to the demand from younger consumers, Zhejiang Provincial Hospital plans to launch targeted winter health prescriptions and products that address common health issues faced by this demographic [5]. - The rise of the "health economy" is evident as brands are integrating TCM elements into various products, including coffee and beauty items, to connect emotionally with younger consumers [5].