Core Viewpoint - The health food industry in China is experiencing significant growth driven by the aging population and new consumerism, with a strong preference for imported brands due to their established market presence abroad [3][16]. Market Overview - In 2025, China's total import and export value of nutritional health foods reached $12.886 billion, a year-on-year increase of 7.1%, with imports at $8.282 billion and exports at $4.604 billion, indicating a robust demand for overseas brands among Chinese consumers [3]. - The domestic market share of nutritional health foods through e-commerce channels reached 53.5%, growing by 8.6% year-on-year, while the cross-border product market share was 46.5%, with a growth rate of 11.4%, outpacing domestic products [16]. Regulatory Environment - Health foods in China are strictly regulated, with claims about their functions limited to 24 specific health benefits, none of which include claims related to HPV [13][14]. - Products without the "blue hat" certification, which indicates approval for health claims, are considered ordinary foods and cannot legally advertise health benefits or disease prevention [14]. Misleading Claims - Several cross-border nutritional supplements are making exaggerated claims, such as guaranteed HPV clearance or rapid improvement of gastrointestinal issues, without scientific backing [7][11]. - A product claiming to reduce cholesterol and triglycerides provided data without clear sources, raising concerns about the validity of such claims [10][11]. Challenges in Regulation - There are significant regulatory blind spots in the oversight of cross-border e-commerce health supplements, including a disconnect between entry exemptions and ongoing regulatory enforcement [18][19]. - The lack of stringent checks on the ingredients and dosages of imported products poses risks, as customs only conduct safety risk monitoring without mandatory reviews [18]. Recommendations for Improvement - Experts suggest a multi-faceted approach to address misleading claims in cross-border health products, including unified advertising standards, stricter enforcement of regulations, and enhanced accountability for platforms selling these products [19].