The sales of 52 yuan Chinese medicine bread and 38 yuan Chinese medicine ice cream are booming, and some consumers question whether Chinese medicine catering is truly a health or intelligence tax?
2024-08-13
With young people paying more and more attention to health preservation, tea drinks, bread, ice cream and other food and beverage products claiming to have added traditional Chinese medicine ingredients are selling well. However, some of these food and beverage products are priced much higher than those in the same category. Whether traditional Chinese medicine catering truly has health benefits or is a marketing gimmick worth paying attention to. Chinese medicine tea drinks, Chinese medicine coffee, Chinese medicine bread, Chinese medicine ice cream... Recently, a trend of "everything can be infused with Chinese medicine" has been booming in the catering industry. When young people add traditional Chinese medicine ingredients to their favorite foods and drinks, it seems to add a layer of health elements, making them popular and selling well. With the gradual popularity of traditional Chinese medicine catering, some consumers have expressed their doubts: drinking traditional Chinese medicine should be taken according to the dosage. Is a little bit of traditional Chinese medicine in milk tea and bread effective? Can traditional Chinese medicine ice cream, which avoids coldness and ignores the interdependence of food, really have a health promoting effect? At the same time, consumers have also reported that food and beverages claiming to contain traditional Chinese medicine ingredients often have higher prices. On the market, traditional Chinese medicine ice cream priced at 38 yuan and traditional Chinese medicine bread priced at 52 yuan are generally much more expensive than products in the same category. So, do traditional Chinese medicine restaurants really have health benefits or are they just a marketing gimmick? The reporter conducted an interview on this matter. On August 2nd, at a traditional Chinese medicine tea shop in Beijing, the reporter saw clearly visible display boards with the words "medicine and food come from the same source", such as Sun Tongming Tea, Taiyin Acacia Tea, Goji Berry and Hundred Fragrance Lemon, which are all popular in traditional Chinese medicine catering. On the background wall of the store, transparent glass frames display traditional Chinese medicinal herbs such as kudzu root, ginseng, gastrodia elata, cinnamon, etc. On one side of the ordering area, five or six large capacity teapots are arranged in a row, and different types of medicinal herbs are boiled in the pots, emitting a fragrant aroma. Several young people sat on chairs in the dining area, enjoying drinks in their hands. The beverage menu of the tea shop shows that the drinks in the shop are mainly divided into three categories: milk tea, fruit tea, and freshly brewed tea. According to the staff, there are a total of 26 drinks in the store, each of which incorporates traditional Chinese medicine and herbal elements. At another beverage store, the reporter saw that in addition to traditional Chinese medicine tea drinks such as "Goodnight Water" and "Yuanqi Water", the store also launched herbal coffee containing traditional Chinese medicine ingredients such as "Goji Latte" and "Perilla Hawthorn American", with a unit price ranging from 20 yuan to 40 yuan. There are many consumers who drink coffee now, and there are also many young people who are enthusiastic about health preservation. Therefore, we have combined traditional Chinese medicine with coffee, "the shop assistant explained. I like to try new things, and traditional Chinese medicine milk tea is a cross-border combination of Chinese medicine and milk tea Li Zixi, who works in Beijing, was attracted to a traditional Chinese medicine milk tea shop while shopping on weekends. She told reporters that this novel combination brought her a different experience. She, who usually likes to drink milk tea, immediately placed an order and ordered a drink with the highest sales volume in the store, which is said to contain Ganoderma lucidum ingredients. The taste is acceptable, with a faint grassy aroma, "said Li Zixi. Not only tea and coffee, but also traditional Chinese medicine has appeared in various food and beverage products such as bread, hot pot, and ice cream in the past two years. Traditional Chinese medicine ice cream, which combines traditional Chinese medicine with ice cream, as well as health series breads such as Huangqi Health Pack and Lotus Leaf Cooling Pack, are popular among many young consumers for their Chinese medicine cuisine that emphasizes the concept of new Chinese herbs. High priced traditional Chinese medicine restaurants can only be tasted superficially. The emphasis on health preservation among young people is an important factor driving the rise of traditional Chinese medicine restaurants. The "Z-Generation Nutrition Consumption Trend Report" shows that young people are becoming the main force in health consumption, with the 18-35 age group accounting for 83.7% of the health consumption population. However, different consumers have different opinions on whether traditional Chinese medicine restaurants really have health benefits and whether they are worth the money. When asked about her opinion on the health benefits of traditional Chinese medicine milk tea, Li Zixi told reporters, "I hope to eat food with healthy ingredients. If the name of the drink contains the word 'lingzhi', it sounds very healthy. As for whether it is really effective, I am not sure, it is more of a psychological comfort." Unlike Li Zixi, Wang Xinran has expectations for the efficacy of traditional Chinese medicine catering. Wang Xinran, who has just started working, is a 'bread lover'. Recently, a new traditional Chinese medicine bakery was opened near her company. Due to the high work pressure, Wang Xinran would buy toast with ingredients such as ginseng every time, hoping that while enjoying it, her qi and blood would be more abundant. However, after eating a few times, Wang Xinran felt that there was no change in her body. As for whether she will continue to repurchase this bread in the future, she said that the price of 52 yuan per piece is enough for her to "taste it lightly". Wang Xinran said, "The sweetness is not high, but the price is very high. It's okay to eat it a few times occasionally, but the cost of eating it frequently is too high." The gimmick is greater than the actual effect. "Traditional Chinese medicine has always had the saying that" medicine and food are of the same origin. "Ren Fang, director of the Traditional Chinese Medicine Department at Beijing Shijingshan Hospital, told reporters that nowadays, many young people have high work pressure, irregular eating and sleeping habits, and are often in a sub healthy state. Traditional Chinese medicine has great advantages in health preservation and disease prevention. But for traditional Chinese medicine catering, Ren Fang said, "The gimmick is greater than the actual effect." Ren Fang believes that traditional Chinese medicine is highly specialized, with different preferences for each type of food, individual constitutions, and suitable formulas. It is difficult for businesses to excel in professionalism and adaptability, and it is also difficult to balance health and good taste. At present, these emerging traditional Chinese medicine restaurants mainly focus on promoting health concepts, psychological comfort, and cultural identity An industry insider who has been engaged in traditional Chinese medicine pharmacology research for many years reminds that traditional Chinese medicine catering is not equivalent to drugs, and consumers should maintain rationality. Yang Baoquan, senior partner of Beijing Zhongyin Law Firm, believes that businesses should operate with integrity and not only focus on marketing gimmicks, simply and crudely adding traditional Chinese medicine elements to their products, nor should they set inflated prices just because traditional Chinese medicine ingredients are added. He also reminded merchants to pay attention to the quality of medicinal materials, not only to comply with relevant national drug regulatory regulations, but also to ensure the quality and safety of products. Health preservation lies in having a balanced diet and regular daily routines Ren Fang said that developing good lifestyle habits is the key to health preservation. It is not realistic to indulge in overeating and staying up late at night while also trying to maintain one's health by eating a few traditional Chinese medicine meals
Edit：HAN ZHUOLING Responsible editor：CAICAI
Source：china.com
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