Wellness for younger tastes

"Modern young people have a different lifestyle from the older generation. Our wellness practices are more tailored to fit our fast-paced lives. Instead of traditional methods, like early bedtime and complex dietary supplements, we opt for more modern approaches. I call it 'alcohol-soaked wolfberry wellness,'" says Chen Pinyu, a 30-year-old project manager from Shanghai.

Growing up with exposure to TCM in her family, she naturally pays more attention to her lifestyle choices. For instance, she focuses on eating seasonal foods and avoids consuming too many raw or cold foods. Her initial goal is to maintain good health and prevent illness by adopting these practices.

"From the perspective of traditional Chinese medicine, I am considered to have a predominantly 'cold' constitution. So, my daily health regimen mainly focuses on 'dispelling coldness.' This includes activities such as foot soaking, moxibustion therapy, drinking ripe pu'er tea, consuming lamb soup, and enjoying ginger tea with brown sugar," says Chen.

During the COVID-19 pandemic, she stumbled upon a comforting beverage: mulled wine. "The warming spices in mulled wine, such as cinnamon, provide a 'warmth' that helps dispel coldness, while the addition of oranges boosts vitamin C intake," explains Chen, who's been brewing pineapple cinnamon tea with simple ingredients lately.

While studying in the university, Chen underwent regular acupuncture treatments at a medicine clinic to deal with some health issues. This habit continued when she started working, but shifted from acupuncture to massage.

Given the long hours facing a computer for work, she often experiences muscle discomfort in her shoulders and neck. Besides using a meridian massage device she purchased, she also gets regular professional massages at hospitals to alleviate these issues.

"Recently, I discovered a fantastic wellness product tailored for those who spend most of their time sitting. It's a moxibustion pad that allows me to sit, recline, or even lie face down while performing moxibustion therapy," says Chen, who also applies the meridian clearing method to reduce acne and dark circles.

Behind young people's exploration of new wellness practices lies a reflection of their consumption trends. According to the China Good Life Survey released by CCTV Finance, in 2023, health-related consumption ranked third with 31.04 percent in the list of consumption intentions among young people aged 18 to 35.

"As suboptimal health becomes increasingly prevalent among young people, there's a noticeable trend among younger demographics toward paying more attention to wellness and healthcare," says Du Heng, IP director of Zhenbu'er, a new consumer goods company founded in 2020 and dedicated to offering wellness solutions that are tailored to young people.

In 2023, Zhenbu'er launched two new products: the Chen'ai Mini Moxibustion and the Chen'ai Safflower Heating Pad, adding to the "light wellness "range. These offerings integrate TCM practices, expanding wellness solutions for the fast-paced lifestyles of young people.

The demand for health and wellness among modern individuals is significant and, as long as this demand persists, the interest in related TCM practices will continue to thrive.

"The growing interest of young people in TCM, and their pursuit of basic TCM knowledge, represents a positive continuation of Chinese cultural heritage. It also injects new vitality into TCM," says Zhang Yixin, a TCM practitioner in Shanghai.

However, Zhang also emphasizes that it is crucial to strike a balance and maintain moderation, as, when it comes to medical treatment, it's important to seek help from professional doctors.

Yu Ran is a freelancer based in Shanghai.