KUNMING — In the soft morning glow of a hospital bakery in Kunming, Yunnan province, the air is a tapestry of scents: the earthy tang of goji berries, the subtle sweetness of jujubes and the sharp zing of rose hips — all interwoven with the aroma of freshly baked bread.
As the first loaf emerges from the oven, its crust flecked with medicinal herbs, the line outside the door stretches down the hallway.
This fusion of traditional Chinese medicine and modern baking has turned hospital bakeries into the new hot spots for health-conscious millennials.
The young consumers are eager for a loaf that promises not just sustenance but a dash of wellness in their busy lives.
"I woke up early to rush here and ended up buying 40 loaves of bread to take back as souvenirs," says Wu Min, who traveled from Southwest China's Sichuan province to Yunnan.
She will distribute them among her family and friends.
Even in the remote areas of Yunnan, a hospital in Xishuangbanna Dai autonomous prefecture has mastered the art of making Swiss rolls with sour rose hips.
The Dai people have long had a tradition of adding TCM herbs to food. Incorporating rose hips and other medicinal ingredients, known for their heat-clearing and digestion-promoting effects, into pastries is a new attempt to bring traditional medicine into daily life, according to the hospital.
In Guizhou province, the Affiliated Hospital of Guizhou Medical University has introduced a type of "fish mint bread", blending a local specialty ingredient with baking to attract both the curious and the health-conscious.
Today's young consumers are focusing on preserving wellness in a more cost-effective way.
Faced with suboptimal health brought about by highly intense workdays and irregular schedules, they are increasingly paying attention to health management, but at the same time, they refuse the burden of expensive wellness.
Many young people also embrace the concept of "food as medicine".Experts highlight China's longstanding culture of medicinal cuisine and its rich resources in traditional Chinese medicine.
Over the years, medicinal food products have gradually become an important development direction and a new economic growth point in the health industry.
TCM tea drinks and medicinal food restaurants have also mushroomed in the market.
As a group that is more willing to accept new things, Chinese youngsters are more open to new medicinal food products, experts say.
The Generation Z Nutrition Consumption Trend Report, released by a consulting institution, shows that young people are becoming the main force of health consumption in China.
Those aged 18 to 35 account for 83.7 percent of health and wellness consumers, the report says.
They are enthusiastic about posting reviews of medicinal breads online, which has led to the popularity of topics like "new Chinese-style wellness" on social media and the increasing popularity of related products, according to the report.
However, issues lurking behind the popularity of medicinal breads cannot be ignored.
"Most medicinal breads on the market do not clearly label the types and content of medicinal ingredients used, nor do they state any dietary restrictions," says Zhao Yinghong, a medical expert at a hospital specializing in Dai medicine in Xishuangbanna.
Experts warn that in the absence of clear regulatory standards for such health-oriented breads, consumers should approach foods labeled with TCM more rationally and not expect them to solve health problems.
"This lack of professionalism in the sector will not only mislead consumers, but also weaken public trust in TCM in the long run," Zhao adds.
