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 [1][7][87]. Group 1: Cultural Significance - Mugwort is traditionally associated with the Dragon Boat Festival, symbolizing good fortune and health, often sold in decorative bundles priced at 29.9 yuan [2][5][6]. - The practice of hanging mugwort is steeped in cultural rituals, with specific guidelines that have been passed down through generations, indicating its deep-rooted significance in Chinese culture [17][21][24]. Group 2: Market Dynamics - The mugwort industry has shown substantial 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 Nanyang alone housing nearly 2,000 related enterprises, contributing to an annual output value exceeding 10 billion yuan [62][64]. Group 3: Product Diversification - The market has expanded beyond traditional uses, with products like mugwort soap, fabric, and various health-related items emerging, often priced at a premium [71][72]. - Despite the high prices, many products lack substantial medicinal value, leading to consumer skepticism regarding their efficacy [74][90]. Group 4: Emotional and Psychological Aspects - The appeal of mugwort products often lies in their emotional value rather than their practical benefits, with consumers seeking a sense of well-being and cultural connection [94][100]. - The concept of "emotional value" is emphasized, as consumers are willing to pay for the experience and symbolism associated with mugwort, rather than its medicinal properties [99][106].