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(Original title: 38 yuan Chinese medicine ice cream and 52 yuan Chinese medicine bread are popular! Is it for health preservation or IQ tax?)

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As young people pay more and more attentionHealth, claiming to have addedtraditional Chinese medicineIngredientsTea、bread、ice creamFood and beverages such as Chinese herbal medicine are selling well. However, some of these foods and beverages are priced much higher than similar products. It is worth noting whether Chinese herbal medicine food and beverages really have health benefits or are just a marketing gimmick.

Chinese herbal tea, Chinese medicinecoffee, Chinese medicine bread, Chinese medicine ice cream... Recently, a trend of "everything can be made into Chinese medicine" has become popular in the catering industry. When Chinese medicine ingredients are added to food and drinks that young people like, it seems to add a health-preserving element, so it is very popular and sales are booming.

As Chinese medicine catering gradually becomes popular, some consumers have expressed their doubts: Chinese medicine must be taken according to the dosage, so are the little Chinese medicine ingredients in milk tea and bread useful? Chinese medicine avoids cold, so can Chinese medicine ice cream that ignores the mutual promotion and restraint of food really play a role in health preservation?

At the same time, some consumers have reported that food and drinks that claim to contain Chinese medicine ingredients are often expensive. On the market, the prices of Chinese medicine ice cream at 38 yuan and Chinese medicine bread at 52 yuan are generally much higher than similar products. So, does Chinese medicine food and beverage really have health benefits, or is it just a marketing gimmick? In this regard, the reporter conducted an interview.

Traditional Chinese medicine catering is becoming popular

Sunlight Tea, Moonlight Acacia Tea, Lycium Barbarum Passion Lemon… On August 2, a reporter saw a display board with the words “Medicine and Food Have the Same Origin” clearly visible in a Chinese herbal tea shop in Beijing. On the background wall of the store, transparent glass frames display Chinese herbal medicines such as Pueraria lobata, ginseng, Gastrodia elata, and cinnamon. On one side of the ordering area, five or six large-capacity teapots are lined up, with different types of herbal medicines being boiled in the pots, and the aroma of medicine is overflowing. Many young people sit on chairs in the dining area, enjoying the drinks in their hands.

The tea shop's beverage menu shows that the drinks in the store are mainly divided into three categories: milk tea, fruit tea, and freshly brewed tea. According to the store clerk, there are 26 drinks in the store, each of which incorporates traditional Chinese medicine elements.

At another beverage store, the reporter saw that in addition to Chinese herbal teas such as "Goodnight Water" and "Vitality Water", the store also launched herbal coffees containing Chinese herbal ingredients such as "Wolfberry Latte" and "Perilla Hawthorn Americano", with unit prices ranging from 20 to 40 yuan. "Nowadays, there are many consumers who drink coffee, and there are also many young people who are keen on health preservation, so we combined Chinese medicine and coffee." The clerk introduced.

"I like to try new things, and Chinese herbal milk tea is a cross-border combination of Chinese medicine and milk tea." Li Zixi, who works in Beijing, was attracted by a Chinese herbal milk tea shop while shopping on the weekend. She told reporters that this novel combination gave her a different experience. She liked to drink milk tea on weekdays, so she immediately placed an order for a cup of the store's best-selling drink, which is said to contain Ganoderma lucidum. "The taste is acceptable, with a light grass aroma." Li Zixi said.

In addition to tea and coffee, in the past two years, Chinese medicine has appeared in a variety of food and beverages such as bread, hot pot, and ice cream. Chinese medicine ice cream that combines Chinese medicine and ice cream, health-preserving bread series such as astragalus health-preserving buns and lotus leaf heat-relief buns... Various Chinese medicine restaurants that focus on the new Chinese herbal concept are favored by many young consumers.

Expensive Chinese medicine restaurants can only be enjoyed briefly

Young people's emphasis on health preservation is an important factor driving the rise of Chinese medicine catering. The "Z Generation Nutrition Consumption Trend Report" shows that young people are becoming the main force of health consumption, and young consumers aged 18 to 35 account for 83.7% of the health and wellness consumer population.

However, different consumers have different opinions on whether Chinese medicine food really has health benefits and whether it is value for money.

When asked about his opinion on the health benefits of Chinese herbal milk tea, Li Zixi told reporters: "I want to eat something with healthy ingredients. The word Lingzhi is in the name of the drink, so it sounds healthy. As for whether it is really effective, I don't know. It is more of a psychological comfort."

Unlike Li Zixi, Wang Xinran has high expectations for the efficacy of Chinese medicine catering. Wang Xinran, who has just started working, is a "bread lover". Some time ago, a Chinese medicine bakery opened near her company. Due to the high pressure at work, Wang Xinran always buys toast with ingredients such as ginseng, hoping that while enjoying the food, her qi and blood can be replenished.

However, after eating it a few times, Wang Xinran felt no physical changes. As for whether she would continue to buy this bread in the future, she said that the price of 52 yuan per piece allowed her to "try it only once in a while." Wang Xinran said: "It's not very sweet, but the price is very high. It's okay to eat it occasionally, but it's too expensive to eat it frequently."

More hype than actual effectiveness

"Traditional Chinese medicine has always had the saying that 'medicine and food have the same origin.'" Ren Fang, director of the Department of Traditional Chinese Medicine at Beijing Shijingshan Hospital, told reporters that many young people today are under great pressure from work, have irregular diets and rest schedules, 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 restaurants, Ren Fang said: "The hype is greater than the actual effect."

Ren Fang believes that Chinese medicine is very professional. Each food has different properties, and each person has different physiques, so the appropriate formula is also different. It is difficult for businesses to do well in terms of professionalism and adaptability, and it is not easy to balance health and taste.

"At present, these emerging Chinese herbal medicine restaurants are more focused on promoting health concepts, psychological comfort and cultural identity." An industry insider who has been engaged in Chinese herbal medicine pharmacology research for many years reminded that Chinese herbal medicine restaurants are not the same as medicines, and consumers must remain rational.

Yang Baoquan, senior partner of Beijing Zhongyin Law Firm, believes that businesses should operate with integrity and should not only focus on marketing gimmicks, simply and crudely add Chinese medicine elements to products, nor should they overprice products just because they have added Chinese medicine ingredients. He also reminded that businesses should pay attention to the quality of medicinal materials, not only to comply with relevant national drug regulatory laws and regulations, but also to ensure the quality and safety of products.

"Health preservation lies in a moderate diet and a regular daily routine." Ren Fang said that developing good living habits is the key to health preservation. "It is unrealistic to want to maintain health by eating a few meals of Chinese medicine while overeating and staying out all night."