- Gordon Dumoulin
Traditional health lifestyle 'with a twist' thriving...
𝘕𝘰𝘶𝘳𝘪𝘴𝘩𝘪𝘯𝘨 𝘓𝘪𝘧𝘦' 养生 𝘭𝘪𝘧𝘦𝘴𝘵𝘺𝘭𝘦 𝘮𝘢𝘳𝘬𝘦𝘵 𝘵𝘩𝘳𝘪𝘷𝘪𝘯𝘨 𝘧𝘰𝘳 𝘊𝘩𝘪𝘯𝘦𝘴𝘦 𝘮𝘪𝘭𝘭𝘦𝘯𝘯𝘪𝘢𝘭𝘴...
养生 (yǎngshēng) translates to ‘nourishing life’ or ‘care for health or life’ and is an ancient term in Chinese culture and Traditional Chinese Medicines related to various self-cultivation practices aimed at personal health and longevity.
Market launches of new 𝗬𝗮𝗻𝗴𝘀𝗵𝗲𝗻𝗴, sometimes called ‘Punk Yangsheng’ habits and and especially beverages have been very popular among the Chinese generations in their twenties and early thirties, students and career makers. These beverages usually contain traditional medicinal herbs or natural ingredients for typical health or functional benefits.
The reasons of the Yangsheng trend have been two-fold; first the thirst and longing for the concept of 𝗶𝗻𝗻𝗼𝘃𝗮𝘁𝗶𝗼𝗻 𝗶𝗻 𝘁𝗿𝗮𝗱𝗶𝘁𝗶𝗼𝗻, for new kinds of habits and values but with traditional recognition, 国潮 or 𝗚𝘂𝗼𝗰𝗵𝗮𝗼. Secondly, the trend is a ‘𝗰𝗼𝗺𝗽𝗲𝗻𝘀𝗮𝘁𝗶𝗼𝗻’ 𝗳𝗼𝗿 𝘀𝘁𝗿𝗲𝘀𝘀𝗳𝘂𝗹 𝗼𝗿 𝘂𝗻𝗵𝗲𝗮𝗹𝘁𝗵𝘆 𝗹𝗶𝗳𝗲𝘀𝘁𝘆𝗹𝗲𝘀. Young workers and students often work long hours, stay up late or party the night away, often paired with fatty, spicy foods or snacks.
The search term 熬夜睡 (Áoyè shuì), loosely translated as ‘night owl’ beverages is hitting e-commerce big time. Aside from night owl beverages, other trending yangsheng drinks include those that promise results like a clearer complexion, more energy, weight loss, and reduced edema. And the beverages come in appealing, traditional, often retro-style bottles or packaging. Priced between 20 and 40 yuan ($3 to $6), they are not cheap. Though this does not seem to be a limitation for the millennials. Just as the often 𝘂𝗻𝗽𝗹𝗲𝗮𝘀𝗮𝗻𝘁, 𝗯𝗶𝘁𝘁𝗲𝗿 (𝗺𝗲𝗱𝗶𝗰𝗶𝗻𝗲-𝗹𝗶𝗸𝗲) 𝘁𝗮𝘀𝘁𝗲𝘀 𝗮𝗱𝗱 ‘𝘃𝗮𝗹𝘂𝗲’ 𝗮𝗻𝗱 '𝗮𝘁𝘁𝗿𝗮𝗰𝘁𝗶𝗼𝗻' to the health compensation aspect.
Large companies such as Zhima Health owned by ancient Traditional Chinese Medicine giant Tongrentang or Chunfeng but also new start-ups like Hetian Water Store are tapping into this fast growing market of healthy and functional herbal teas, waters or coffees.
𝗧𝗵𝗲 𝗺𝗶𝗹𝗹𝗲𝗻𝗻𝗶𝗮𝗹 ‘𝗣𝘂𝗻𝗸 𝗬𝗮𝗻𝗴𝘀𝗵𝗲𝗻𝗴’, 𝗮 𝗻𝗲𝘄 𝘁𝗿𝗲𝗻𝗱 𝗼𝗳 𝗮𝗻𝗰𝗶𝗲𝗻𝘁 𝘄𝗶𝘀𝗱𝗼𝗺 𝘄𝗶𝘁𝗵 𝗮 𝗺𝗼𝗱𝗲𝗿𝗻 𝘁𝘄𝗶𝘀𝘁 𝘁𝗼 𝘁𝗼𝗱𝗮𝘆’𝘀 𝗹𝗶𝗳𝗲𝘀𝘁𝘆𝗹𝗲 𝗼𝗳 𝗵𝗲𝗮𝗹𝘁𝗵 𝗰𝗼𝗺𝗽𝗲𝗻𝘀𝗮𝘁𝗶𝗼𝗻 𝗮𝗻𝗱 𝗻𝗼𝘀𝘁𝗮𝗹𝗴𝗶𝗮.
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Sources pictures and info :
https://www.sixthtone.com/news/1008737/pricy-and-unpleasant%2C-yangsheng-drinks-are-flying-off-shelves https://mp.weixin.qq.com/s/C-QPNNbe1kP3I-bDXn6mAg http://en.people.cn/n3/2021/1013/c90000-9906449.html