Core Insights - The market for "food and medicine homologous" products in China has surpassed 370 billion yuan, with the entire industry chain valued at over 2 trillion yuan, reflecting a growing consumer interest in health and wellness [1] - The rise of this market is significantly supported by national policies, including the expansion of the "Food and Medicine Homologous Directory," which now includes 106 types of food and medicinal substances [1] - New marketing channels such as e-commerce live streaming and short video marketing are effectively bringing these products to younger consumers, with innovative products like "Huangjing Latte" and "Goji Energy Drink" emerging [1] Industry Challenges - Rapid market growth has led to issues such as false advertising, where some companies misrepresent ordinary foods as having disease treatment properties, and the addition of non-approved herbal ingredients, posing food safety risks [2] - There is a lack of uniform production standards and detailed regulations regarding the use of medicinal ingredients, leading to potential overuse and health risks for consumers [2] - The blurred lines between "food therapy" and "medical therapy" create confusion for consumers, who may mistakenly believe that natural ingredients are without side effects, increasing health risks [2] Future Directions - There is a need for clearer policy definitions distinguishing "food and medicine homologous" products from health and functional foods, along with the establishment of systematic standards for ingredients, safety dosages, and consumer guidance [2] - The rise of food and medicine homologous products represents a fusion of traditional Chinese culture with modern consumer demands, emphasizing the importance of returning to scientific, precise, and moderate practices to ensure safety and promote cultural heritage [3]