In recent years, the cross-border trend of traditional Chinese medicine has swept the country. Traditional Chinese medicine time-honored brands have sold herbal drinks, and Chinese medicine hospitals have opened Tonic Diet rooms. Wumei Soup 2.0, medlar latte, ass hide glue, jujube paste moon cake, loquat bread... Chinese medicine has crossed into the food and catering industry, which has spawned a new health track and attracted many consumers to "clock in". As a treasure of the Chinese nation, traditional Chinese medicine contains rich cultural connotations and medical practice achievements. When it appears in a form that is more closely related to daily life, it can naturally arouse interest and resonance. Although traditional Chinese medicine has crossed over into the catering industry, supported by the concept of "food and medicine share the same origin", the culture of traditional Chinese medicine is vast and profound, and everyone's physical condition is also different. Relying on "one prescription for ten thousand people" in traditional Chinese medicine catering to achieve health benefits is not realistic. Consumers should take a rational view of the merchant's promotion when choosing such health products, avoid blindly following the trend and excessive consumption. Before purchasing, they should carefully understand the ingredients and efficacy of the product to ensure that it meets their own needs and constitution. Traditional Chinese medicine catering is a new track for old brands to innovate and rejuvenate, but for some traditional Chinese medicine catering businesses, the integration of "traditional Chinese medicine+catering" is still superficial and more like a marketing tool, with form outweighing content. To make good use of traditional Chinese medicine elements, businesses cannot simply add traditional Chinese medicine to their products, but must carefully develop products that are pharmacological, healthy, and delicious. Regulatory authorities should also closely monitor traditional Chinese medicine restaurants to prevent some businesses from exaggerating their efficacy, misleading consumers, and even using inappropriate additives in food for the sake of profit. After all, catering is related to people's physical health, and ultimately depends on quality. Without real skills, both old and new businesses find it difficult to achieve long-term success in the new track. (New Society)
Edit：Luo yu Responsible editor：Jia jia
Source：ECONOMIC DAILY
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