Chongqing - A group of more than 30 teachers and students from a high school in Toulouse, France, visited a traditional Chinese medicine (TCM) facility in southwest China on April 10, marking the first international study tour under a newly launched national pilot program aimed at integrating TCM services with trade and tourism.
Teachers and students from France take part in the Pilot Program for the Integrated Development of Traditional Chinese Medicine Service Consumption and Trade. (Photo/Taiji Group)
The visit took place at a "National TCM Service Export Base" operated by Taiji Group, part of China National Pharmaceutical Group. It represents the first inbound experience group since the launch of the Pilot Program for the Integrated Development of TCM Service Consumption and Trade, signaling the transition of Chongqing's TCM service trade model from planning to implementation.
Students from France participate in a Tai Chi learning experience at Taiji Group. (Photo/Taiji Group)
During the visit, the delegation toured the company's parks and museums. Students participated in hands-on activities such as making traditional herbal sachets, offering practical exposure to key TCM concepts, including "medicine and food sharing the same origin"- a principle that certain foods and herbs have both nutritional and therapeutic properties- and the integration of medical care with wellness.
A student participates in making traditional Chinese medicinal pills, gaining hands-on insight into TCM preparation techniques. (Photo/Taiji Group)
The group also visited a cultural marketplace featuring TCM-inspired products. Items such as herbal sachets, incense bracelets, and a soft drink known as "Huoxiang Cola" drew attention. The beverage is derived from Huoxiang Zhengqi, a well-known herbal formula traditionally used to relieve heat and digestive discomfort, but has been adapted into a modern, cola-like drink targeting younger consumers.
French students sample Huoxiang Cola, experiencing the unique flavor of this traditional Chinese herbal beverage. (Photo/Taiji Group)
The exchange program is part of a broader effort to develop exportable service models based on TCM. Leveraging Taiji Group's full industry chain and export platform, the initiative aims to create standardized experiences combining cultural education, interactive activities, and health-related consumption for international visitors.
Students at the event explore and experience a variety of traditional Chinese medicine products firsthand. (Photo/Taiji Group)
The pilot program is supported by nine Chinese government departments, including the Ministry of Commerce, as part of a national strategy to expand service trade and inbound consumption. Chongqing was recently selected as one of the pilot cities, with local authorities conducting resource assessments and coordinating with districts such as Yuzhong and Nanchuan to design implementation plans.
Officials have outlined a development framework that includes positioning Yuzhong District as an urban hub for TCM experiences, supporting exports through the Taiji platform, and promoting long-stay wellness tourism in Nanchuan. Planned attractions include a TCM cultural street, a medicinal materials museum, and an ecological wellness zone.
Authorities said further policy measures will be introduced to improve services for inbound visitors and promote the global reach of TCM, shifting the focus from product exports to integrated service and brand development.