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According to general secretary xi, “chinese medicine is a treasure of chinese civilization and it is important to pass on innovative and developing medicine.” the proposal of the ccp for the formulation of the fifteenth five-year plan for the national economic and social development, “to promote innovation in chinese medicine transmission and to promote the integration of chinese and western medicine”, emphasizes “the further implementation of the project for the development of chinese traditional cultural heritage”. Of particular note is the trend towards the consumption of chinese medicine and medicine in the context of an era of increased cultural confidence and health awareness. From actively experimenting with the medical treatment services, to the use of chinese tea and chinese fragrance that integrate the medical elements, to the sharing of knowledge among the highly popular chinese medical personnel in the social media, the chinese medicine culture is integrating into the daily lives of young people in a fashionable and fluid manner. This phenomenon not only reflects the recognition and pursuit by youth groups of china's excellent traditional culture and healthy lifestyles, but also highlights the unique charisma and adaptive changes in contemporary societies。
Characteristics and preferences of contemporary youth in the consumption of medicine and culture
As the pace of modern life accelerates, young people are increasingly concerned with healthy parenthood and exhibit a distinctive feature in the consumption of chinese medicine and culture。
Focus on innovation and diversity in cultural products. The opportunity of “chinese medicine plus” has been well captured by many businesses, which have skilfully integrated chinese medicine with tea, food, make-up and a wide range of innovative and rich chinese medicine-integrated products. For example, in the area of tea, the various types of chinese pharmacological tea are favoured by the youth community. Most of these tea drinks are based on a combination of medicinal ingredients, such as pyres, gills, gills, gold and silver, and have been combined with different combinations of successful tea formulas, such as cuisine tea, haematating tea and spleen wet tea, both to meet young people's needs for reproductive health care and to meet their consumption preferences for easy time. In the food sector, chinese medicine is equally popular. For example, pastries have been added to the tablets, such as mountains, platinum and pharmacists, which are not only unique in taste but also have a certain breeding effect; cross-border products, such as chinese tea and chinese ice cream, have become net foods that attract competition among young people. In the area of make-up, products such as skin protections, baths and so forth, which contain chinese medicine, and which are based on pearl powder, homecoming, ginseng, etc., are constantly appearing to satisfy young people's desire for health and beauty with chinese medicine's natural nourishment。
• active experience of medical treatment. As health awareness continues to grow, young people's experience of chinese medical services continues to grow. Specialized chinese medicine such as acupuncture, push, acupuncture, canning, etc., is favoured by youth groups through their relatively safe diagnostic advantages and significant therapeutic effects. In contrast to the western medical examination, which focuses on diagnosis of diseases, the medical examination of chinese medicine is more concerned with the assessment of the overall state of the person and, on this basis, the development of a professional, personal health management programme, including meal planning, adjustment of interest rates, sports advice, etc. Specialized services in chinese medicine fully meet the needs of young people for “unsick care”, reproductive health care and individualized health services, while promoting a dynamic and dynamic culture of traditional chinese medicine。
Learning and shopping online. New media platforms, such as weibo, weibo, whispering, little red books, and others, continue to emerge with diverse and lively knowledge of chinese medicine culture and reproductive health issues, stimulating strong interest among youth groups. Many young people are actively using various online platforms to proactively learn about chinese medicine and to deepen their knowledge and understanding of chinese medicine culture. For example, a number of chinese and chinese medical specialists and fosterists publish chinese medicine knowledge on microblogging, share breeding experience, discuss and communicate with young people; on twitter, a high-quality account related to the spread of chinese medicine culture provides easy-to-understand chinese medicine theory, chinese medicine effectiveness, case analysis, birth control methods for young people; on the dithered sound, many science short videos show fans, in a graphic way, chinese medicine therapy, chinese medicine identification methods, chinese medicine know-how, etc. At the same time, with the rapid development of electric power platforms, the purchase of chinese medicine products by youth groups has become easier and more efficient, and online channels have become the main means of accessing various chinese medicine products。
Active participation in cultural activities on the ground. The museum of chinese medicine culture, the chinese medicine theme park, and the chinese medical hospital, the chinese medical clinic, are important sub-lineal platforms for young people to experience chinese medicine culture. The museum of chinese medicine culture, for example, helps them understand the development of chinese medicine, the theoretical system of chinese medicine, and the practical results of chinese medicine prevention and treatment, through a rich variety of chinese medicine exhibits, the design of sophisticated chinese medicine interactive experience devices. The chinese medical hospital, the chinese medical clinic, and the chinese medical service, as well as the chinese medical service, have organized events to teach young people about chinese medicine, experience chinese medical treatment, and make hand-made vasectomy and chinese medicine. These cultural experiences of chinese medicine not only enrich the amateur cultural life of youth groups, but also promote their understanding and recognition of traditional chinese medicine culture in the context of submersible silence。
Trends and motivations in the consumption of medicine and culture among young people
Cultural consumption of chinese medicine becomes a new fashion for youth groups and is the result of a combination of factors。
Increased health awareness. With rapid economic and social development, youth groups inevitably face stress from learning, work, etc., physical and psychological health conditions of some people, especially with regard to loss of hair, insomnia, anxiety and reduced immunity. A growing number of young people are aware of the importance of disease prevention for their physical health, and are moving from a “disease treatment” to a “disease prevention” perspective, focusing on reproductive health care and physical and mental balance, investing in health and improving the quality of life, hoping to take advantage of the overall management advantage of chinese medicine to improve their physical condition. The chinese medicine culture upholds the concept of “no disease” and the holistic approach. It focuses on prevention, physical and psychological healing, and on the comprehensive management and rehabilitation of the human body through, inter alia, lifestyle, diet and physical and mental rehabilitation. Compared with the “passive intervention” model of treatment of diseases, the concept of “active prevention” embodied in the “treatment of undisease” of chinese medicine is more conducive to healthy living habits among young people and to the effective management of their health。
A culture of national tide has emerged. In recent years, the aesthetic and consumer orientation of young people has been profoundly influenced by the presence of elements of the national tide, ranging from creation products to the han clothes culture, from food and food to consumer entertainment. Chinese medicine, as a treasure of chinese civilization, carries thousands of years of medical wisdom and practical experience of the chinese nation, reflecting its unique knowledge of life, health and nature and becoming an important representative of the culture of national tides. The concept of “one human being and one human being” and “the great medical excellence” contained in the chinese culture of medicine is well shared by young people. The culture of chinese medicine is being promoted by the culture of national tides, which enters youth in a more innovative and fashionable manner. For example, creative products designed for inspiration in chinese pharmacies, fashion costumes with chinese pharmacological elements and perfumes that integrate traditional medicines and modern processes are increasingly becoming new cultural consumption options for youth groups. The value of these products lies not only in their functional function, but also in their unique cultural content and their new aesthetic expression, which coincides with the dual quest of young people for identity and cultural identity. It can be said that the emergence of a culture of national tides has given a strong impetus to the transmission and development of a culture of chinese medicine, which has inspired the recognition and love of the chinese medicine culture among youth groups and has helped to modernize and integrate it into the young language。
Innovation in chinese medicine. At the level of product innovation, researchers have tactfully integrated the essence of chinese medicine culture with modern technology. Crafts have built a series of practical and cultural innovations such as tea production, pharmacological snacks, chinese medicine health care, chinese medicine masks and chinese medicine. These products both respond precisely to the needs of young people for a healthy life and incorporate chinese medicine wisdom into everyday life with deep cultural connotations and unique values, so as to achieve the same resonance between young people and the superior traditional culture of china through immersion. In terms of innovative service models, chinese and chinese medicine institutions have introduced services such as online consultations, tele-consultations and online health management to create an efficient and accessible new medical experience for young people. At the same time, individualized tailor-made services have been developed to respond to their subsistence needs, significantly improving the quality and accuracy of services. In terms of innovative means of communication, the culture of chinese medicine is closer to the lives of young people. For example, the introduction of a short video on chinese medicine and culture that translates the previously inexplicable knowledge of chinese medicine into an easy-to-understand and interesting content; and the use of live platforms to visualize the quality characteristics of chinese medicine, the principles of its efficacy and the place where it is produced, to enhance young people's knowledge of chinese medicine. In addition, the rise of the “medical night market” has led to a real shift in chinese medicine culture towards “living” and “imaging”. At the scene, there are not only chinese medical specialists who provide health advice, public health consultations, but also those who are involved in the displays and interactions of traditional birth practices, such as tai chi boxing, the five fowl show, and eight bands. This form of chinese medicine cultural activity, which combines health, leisure and recreation, brings young people closer to the chinese medicine culture in the light experience of pleasure。
National policy support and guidance. State policy support for the development of chinese medicine culture has been increasing in recent years, creating a favourable policy environment for the development of chinese medicine culture. In 2019, the central state council of the chinese communist party (cpc) issued its opinion on the promotion of the development of innovations in the management of chinese medicine, proposing “a unique role for chinese medicine in the maintenance and promotion of people's health”, emphasizing “the promotion of the development of chinese medicines and open innovations”. In 2021, the general office of the state council issued a number of policy measures to accelerate the development of chinese medicine and medicine, which, in response to the lack of a certain level of high-quality supply of chinese medicine, a shortage of human resources, an inadequate innovation system and a lack of visibility in development, set out priority measures such as strengthening the development of chinese medicine and medicine, enhancing the dynamics of the development of chinese medicine and medicine, and implementing major projects for the development of chinese medicine and medicine. These policies have inspired all sectors of society to develop a culture of innovation in chinese medicine and medicine, which has produced significant and continuous results in the fields of theoretical research, technological innovation and talent development. In the area of theoretical research, a number of institutions of higher learning and scientific research in the field of chinese medicine have carried out intensive work on the excavation and collation of the classic chinese medicine theory, seeking to reveal the core content and contemporary values of chinese medicine theory and to develop the theoretical foundations for the transmission of chinese medicine culture. In terms of technological innovation, a number of chinese pharmaceutical enterprises have stepped up their efforts to develop new chinese medicines and equipment for chinese medical treatment. In the area of human resources development, universities and higher secondary and higher medical institutions are actively promoting the development of a cadre of chinese and chinese medicine professionals, with a view to developing chinese and chinese medicine professionals through, inter alia, the optimization of the curriculum and the strengthening of clinical practice teaching。
Promoting a deep integration of chinese medicine culture and youth consumption needs
Bringing the culture of chinese medicine into the daily lives of young people depends on integrating it into their health needs, aesthetic preferences and consumption habits。
Promote innovation in chinese medicine cultural products and services. According to general secretary xi, “traditional medicine is the product of the creation of human civilization and needs to be preserved by generations, to pass on the essence and to keep up with the times. On the one hand, chinese and chinese medicine enterprises need to vigorously promote the innovative development of chinese medicine culture, focusing on its core values and modern applications, integrating modern science and technology tools and constantly developing more high-quality chinese medicine products tailored to the needs of young people. For example, the quality of existing chinese medicine products, such as potions of tea, tablets, chinese meds and chinese medicine, has been upgraded to become more diverse, modern and living. At the same time, the development of precision products for the health pain spots of young people, such as the development of chinese medicine relief products for high stress and chinese medicine rehabilitation products for motor damage, has been expanded to better match the individualized health needs of consumers. On the other hand, the chinese medicine service model needs to be improved and refined. The chinese medical institutions can further upgrade the skills of the chinese medical profession in the fields of beauty and rehabilitation, and create a brand of chinese medicine that is socially visible and influential, such as cooperation with such social institutions as beauty salons and gymnasiums, so as to give more people the opportunity to experience the charisma of chinese medicine and culture。
Regulates the market order of chinese medicine culture. To improve the system of standards for the quality of chinese medicine products and to strengthen the monitoring of the production, processing and manufacture of chinese medicine, ensuring its quality and safety. (c) establish strict standards for the quality and testing of chinese medicine products and strengthen the supervision and management of chinese medicine products. At the same time, the market access threshold for chinese medicine has been raised, and qualification checks have been strengthened for chinese medical and medical practitioners, as well as for enterprises and institutions engaged in the production of chinese medicine products and services. In addition, there is a need to establish effective market-restraint mechanisms to strengthen the regulation of the market for chinese medicine and health care and subsistence services, to severely combat the production and sale of counterfeit chinese medicine products and other violations, such as false propaganda and exaggerated healing practices, and to hold those involved accountable and protect the legitimate rights and interests of consumers. To improve the system for the disclosure of regulatory information, enterprises and products that violate the law should publish in a timely manner detailed information on violations and the corresponding penalties, and create a safe and secure environment for medical and pharmaceutical services。
Optimizing channels of communication of chinese medicine culture. Innovative means and forms of dissemination of chinese medicine culture can further increase the dissemination of popular videos on the subject, systematically introducing basic chinese medicine theory, general knowledge of disease prevention and treatment and knowledge of reproductive health care, among others, and increasing the interest of young people in learning chinese medicine culture. At the same time, an interactive live platform was used to increase the participation and interaction of young people in the spread of chinese medicine culture through knowledge lectures, counselling services and presentations on specialty therapy by chinese medicine specialists. Use big data and artificial intelligence technology to increase the responsiveness and effectiveness of chinese medicine culture. By analysing behavioural data and interest labels on new media platforms, youth groups are informed about their behavioural habits and preferences, and are then recommended with a chinese-medicine culture that fits their needs. In addition, there is a rich experience of chinese medicine culture and interactive experience-based chinese medicine culture in public cultural spaces such as museums and libraries. For example, there can be a diagnostic experience area, an acupuncture experience area, a drug identification area, each of which is staffed by professionals to guide experience activities, and a traditional cultural experience of chinese medicine in places such as ancient buildings and gardens, such as encouraging young people to experience drug production and learning to make simple and effective therapeutic meals. These experiences have helped to break through traditional one-way modes of communication, emphasizing immersion and interaction, and to make the deep-rooted culture of chinese medicine more sensitive, credible and usable。
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1 xi jinping university of technology, people's daily, 20 december 2024。
2 proposal of the central committee of the communist republic of china for the formulation of the fifteenth five-year plan for national economic and social development, people's daily, 29 october 2025。
3 opinion of the central state council of the communist party on promoting the development of innovation in the management of chinese medicine, people's daily, 27 october 2019。
4 state council office: some policy measures to accelerate the development of chinese medicine characteristics, china government network, 9 february 2021。
5 xi's message to the world traditional medicine congress 2024, people's daily, 4 december 2024。
