Chongqing - A new health craze is sweeping across Chongqing: hospitals are now entering the wellness food scene — and even the bread business. From “medicinal bread” to herbal teas, hospitals in the city are introducing a fresh approach to traditional Chinese health culture, attracting young consumers eager for a modern take on ancient wisdom.

A service station offering integrated Chinese and Western medical meals at the basement level of the outpatient department of Chongqing General Hospital. (Photo/Chongqing Liangjiang New Area)

Hospital Bakeries Go Viral with “Medicinal Bread”

At Chongqing General Hospital, a nutrition-focused kiosk in the outpatient department’s basement has become an unexpected sensation. The stand, developed by the hospital’s Clinical Nutrition Department, sells a variety of products including flaxseed astragalus cakes, hawthorn oat crisps, and sugar-free whole-grain steamed buns. Prices range from just 2 to 20 yuan.

The kiosk’s offerings are more than just snacks — they represent the hospital’s scientific approach to integrating medicine and food. Ingredients such as yam, poria, lotus leaf, red dates, and astragalus are selected based on their traditional health benefits, then incorporated into recipes guided by clinical dietitians. Signboards explain each ingredient’s function, helping customers make informed, personalized choices.

The sugar-free whole-grain steamed bun launched by the service station at Chongqing General Hospital. (Photo/Chongqing Liangjiang New Area)

The initiative also supports the national “Weight Management Year” campaign. Earlier this year, Chongqing General Hospital launched a specialized weight management clinic, and in September it was approved as a national research unit for medical weight management centers.

Many of the hospital’s dishes are designed to support balanced nutrition and healthy weight loss. For example, its low-calorie meal boxes feature precise ratios of protein, carbohydrates, fats, and fiber, while the “astragalus and kidney bean bun” blends traditional herbs known for boosting digestion with naturally low-fat ingredients to enhance satiety.

Herbal Drinks and the “Traditional Medicine +” Boom

Other hospitals are joining in. The Second Affiliated Hospital of Chongqing Medical University operates its own bakery near the main entrance, prominently marked “Supervised by Clinical Nutrition Department.” Meanwhile, Banan Traditional Chinese Medicine Hospital and Kaizhou People’s Hospital have rolled out similar “medicated” breads and teas featuring herbs.

Across China, the “traditional medicine +” concept is becoming a marketing phenomenon. In recent years, herbal coffee, tea, and desserts have gone viral on social media as more young people embrace “new-style wellness.” Drinks like traditional suanmeitang (sour plum soup), brewed from herbs such as black plum, hawthorn, and tangerine peel, have become cult favorites for their refreshing taste and perceived health benefits.

Different kinds of herbal wellness teas introduced by the service station at Chongqing General Hospital. (Photo/Chongqing Liangjiang New Area)

A nationwide example came from the Affiliated Hospital of Shandong University of Traditional Chinese Medicine, where an herbal drink series once sold over 3,000 prescriptions daily — each costing only around 2 yuan — illustrating how affordable, health-oriented beverages can capture massive public attention.

Young Consumers Drive China’s New “Healing Economy”

According to the Gen Z Nutrition Consumption Trend Report, people aged 18–35 now make up more than 80% of China’s wellness consumers. “Herbal + functional food” has become their favorite category. Market research from iiMedia shows that China’s herbal health tea market reached 41.16 billion yuan (about 5.78 billion USD) in 2023 — a 27.3% year-on-year increase — and is expected to exceed 100 billion yuan by 2028.

With this growing demand, hospitals and startups alike are innovating to combine health science with traditional culture. Some tea shops even offer “AI wellness consultations” and on-site checkups with traditional Chinese physicians to personalize drink recommendations.

Traditional Chinese medicine emphasizes personalized care and balance — the idea that food and herbs can nourish both body and mind. While young consumers embrace this cultural revival, experts remind the public to approach wellness with reason: not all “medicated” foods are suitable for everyone, and professional advice should always guide one’s health journey.

Still, the trend reflects something larger: China’s hospitals are not just places for treatment, but increasingly, for preventive health and creative exploration — where “healing” can be as simple as a cup of tea or a slice of bread.