Chongqing - Traditional Chinese Medicine (TCM) is gaining global recognition, highlighted by its use by Chinese athletes at the 2024 Paris Olympics and its growing popularity among young people in China.
Chinese swimmer Zhang Yufei is undergoing gourd moxibustion. (Photo/Video screenshot)
TCM’s global appeal
As the 2024 Paris Olympics concluded, Chinese athletes' achievements were not the only highlight—Traditional Chinese Medicine (TCM) practices like cupping marks on swimmers and acupuncture needles used by weightlifters sparked widespread interest online. These methods, referred to by some as the “mysterious oriental power,” have become a unique feature of the Games, showcasing TCM's effectiveness on the global stage.
While TCM’s presence in international sports is not new, its integration into Olympic training regimens highlights its growing appeal. Techniques such as acupuncture, cupping, and herbal treatments have long been used by athletes to aid recovery and maintain peak performance. This blend of "Eastern wisdom" with the "Olympic spirit" has introduced TCM to a broader global audience, making it a distinctive aspect of this year’s Games.
TCM popularity
Back in China, TCM isn’t just gaining attention at the Olympics—it’s also becoming increasingly popular among young people. Today’s Chinese youth are more focused on health and wellness than ever before, with health-related spending ranking high among their priorities. Reports show that those aged 18 to 35 are now the primary consumers in the health market, making up 83.7% of the total consumer base.
In recent years, TCM practices like acupuncture and massage have surged in popularity among young people. Social media platforms are flooded with content on practices such as Baduanjin (a traditional form of Chinese aerobic exercise), moxibustion, and gua sha. Alongside these therapies, there is also a rising interest in TCM-inspired health foods.
TCM-inspired health foods
One major trend among young consumers is the rise of TCM-inspired health foods, combining traditional Chinese medicinal ingredients with modern items like herbal ice cream, milk tea, coffee, and bread. This "TCM+" movement appeals to a generation valuing innovation and cultural heritage, offering new ways to incorporate wellness into daily life.
The popularity of these products reflects a deeper cultural connection to TCM. Herbal-infused foods demonstrate young people's appreciation for traditional medicine in modern lifestyles. Herbal milk tea and coffee are popular for promoting TCM health concepts while challenging outdated perceptions.
However, the effectiveness of TCM-infused foods is debated. While some products offer potential benefits, experts caution that these effects depend on specific conditions and quantities and that true wellness requires a balanced diet and lifestyle rather than relying solely on TCM products.
The fusion of TCM and modern food presents a new approach to health, attracting young people who seek to blend tradition with innovation. However, consumers should maintain realistic expectations. Businesses and regulators must ensure the safety and effectiveness of TCM-inspired foods to support the sustainable growth of this emerging market.
The prominence of TCM at the Paris Olympics and its widespread appeal among young people underscores the rising influence of Chinese medicine and culture. This fusion of tradition with modern lifestyles signals a broader global trend as TCM continues to gain recognition and reshape health and wellness practices for a new generation.
(Huang Lingjing, as an intern, also contributed to this article.)