In mid-July, there was a long line in the outpatient hall of Jiangxi Provincial Hospital of Traditional Chinese Medicine in Nanchang. Many of the patients, including a large number of young people, were coming for sanfutie.

A TCM treatment, sanfutie is administered during sanfu days in the middle of summer. The process involves placing small, square herbal plasters or bandages on various areas of the back and neck.

"Sanfutie is usually applied in cycles of three years, requiring continuous application over this period to achieve better results," said Xu Maolin, 31, who tried sanfutie for the first time last year, and is now in her second year of treatment.

The sanfu period, or "dog days of summer", refers to the hottest part of summer based on the Chinese lunar calendar. It occurred from July 15 to Aug 14 this year. According to traditional Chinese medicine theory, sanfu days are an excellent time for health preservation and healing diseases.

"I've had allergic rhinitis since I was little, and I used to suffer from a runny nose every morning and evening during autumn and winter, which was uncomfortable," Xu said.

"Last year, on a colleague's recommendation, I tried sanfutie treatment for the first time and my rhinitis improved a lot, and I felt good."

She said she initially thought it was a treatment only elderly people have, but later discovered her preconception was wrong. "Many people at my age are using sanfutie, and it's so popular that I need to get up very early to make an appointment," she said.

Xu said she had been won over by the traditional therapy and would recommend it to her friends.

Spike in popularity

In recent times, there has been a growing interest in TCM among young people in China, and sights such as them flocking to massage departments in leading hospitals in Beijing and Shanghai have been making headlines.

Some of these young people have been sharing online posts declaring "even during lunch breaks, I make sure to get a massage", and "I never thought that at such a young age, I would fall in love with massage."

In addition to massage, techniques like acupuncture are also becoming increasingly popular among the younger generation.

According to data released by CCTV Finance, in 2023 health-related consumption ranked third on the list of consumer preferences among young adults aged 18 to 35.

A report on Gen Z's spending on nutrition in 2022 indicated that young people are actively engaging in health-conscious consumer behavior.

Urban residents are spending on average more than 1,000 yuan ($140) every year on health and wellness, with the 18 to 35 age group accounting for 83.7 percent of the total.

Yuan Shuwu, from Fushan county, Linfen, Shanxi province, experienced the effectiveness of TCM treatments this summer.

A few months ago, she sprained her hand while moving some heavy objects at home. The next morning, the back of her right hand was swollen, and she was unable to move the area below her right elbow.

She decided to try traditional treatment and went to the county's TCM hospital.

"After explaining my situation to the doctor, she asked me to sit down. She didn't say anything about my hand but just continuously massaged the right side of my neck," Yuan said.

"She then told me that high pressure on my neck for a long period had caused fatigue in the tendons of my right arm, and the slight stimulation from moving things had disrupted them," she said.

The doctor treated her condition with acupuncture.

"She inserted a needle in the right side of my neck, and it felt like a scene from a martial arts film where energy was being channeled. A surge of electricity flowed from my neck to my elbow, finally reaching my fingertips," Yuan said.

"While inserting the needle, the doctor inquired about my condition, and after the treatment, my right hand was immediately able to move."

She said the doctor then used moxibustion therapy on her right hand for half an hour, and it recovered by about 90 percent. "Following two to three days of rest at home, I fully recovered," she added.

It was Yuan's first experience of acupuncture.

"This completely changed my understanding of TCM. I feel that TCM has a profound understanding of the human body's functioning. I intend to further explore TCM by reading books or consulting occasionally with TCM practitioners to learn more about how to improve my overall health," she said.

Zhou Yunxian, the chief physician at the Institute of Acupuncture and Moxibustion of the China Academy of Chinese Medical Sciences, has observed the growing trend of younger people seeking TCM treatment in recent years compared with the past.

"TCM is highly effective in treating diseases, especially in relieving symptoms such as pain. Nowadays, young people are under a lot of pressure, and unhealthy habits like staying up late and prolonged sitting at work often make them feel physically uncomfortable.

"Neck and lower back pain have become common occupational ailments among many office workers. Acupuncture and massage can effectively alleviate these symptoms," said the 86-year-old.

Cultivating awareness

An indication of the growing popularity of TCM among young people is its greater prominence in television shows.

One afternoon in September, a crowd gathered at the Jiangxi Provincial Hospital of Traditional Chinese Medicine. Several young actors and a renowned TCM practitioner were walking through the hospital.

Chen Rixin, former dean of the Acupuncture and Massage School at Jiangxi University of Traditional Chinese Medicine and the creator of heat-sensitive moxibustion therapy, was about to explain how the therapy works and conduct patient consultations.

During the TV show the young actors learn about TCM under the guidance of experienced and renowned experts from across China.

In the episode featuring Chen, the actors try moxibustion theory and other TCM treatments, and share knowledge from the medical professionals on maintaining health through TCM practices.

"Today, technology advances very fast, but the charm of traditional medicine remains undiminished. TV programs like these are great as they demonstrate young people's acceptance and appreciation of TCM," Chen said.

"Young people can gain a better understanding of traditional medicine and the culture behind it," he added.

He emphasized that people need to cultivate awareness about their health and develop the ability to manage it, which is known as the "health quotient".

"The wisdom of TCM in health maintenance is invaluable. For example, TCM advises that each season has unique characteristics, and one should consume seasonal foods and adjust lifestyle routines to align with nature, promoting physical and mental harmony," said Chen.

Health awareness among young Chinese appears to have risen. On Xiaohongshu, a lifestyle app catering to a young user base, there have been more than 9 million posts with the keywords "health preservation" and over 1.6 million posts related to TCM.

Cheng Huiping, a 26-year-old office worker based in Nanchang, has embraced a TCM healthy lifestyle since last year.

"We always sit, stay up late, and face significant work pressure. After graduating, I gained 10 kilograms. Since last year, I've started to gradually take care of myself," she said.

Medicinal drinks like suanmeitang (sour plum juice) and goji berry tea are being embraced by Gen Z consumers, including Cheng, who are seeking a cost-effective antidote for their modern lifestyles.

"In the morning, I drink red bean and coix seed water to dispel dampness, and I often brew codonopsis and astragalus water with red dates to get more energy and boost my immunity. I prefer these health teas over milk tea; they are healthy and cost-effective," Cheng said.

In November 2023, a survey conducted by the China Youth Daily in conjunction with a website revealed that 74.3 percent of the surveyed young people believed they had an awareness of TCM health preservation.

Additionally, 94 percent had some understanding of TCM health-related concepts, and 93.3 percent had tried various TCM diagnostic and treatment methods.

While the popularity of TCM is growing, Chen emphasized the importance of proper guidance.

"For instance, with moxibustion, knowing when and how to apply it requires specific knowledge. Once young people develop an awareness of TCM health preservation, the medical community needs to provide scientific guidance and disseminate TCM knowledge effectively."

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