Global Market Surferby INTAGE Inc

[China: World Residence Tour] Pandemic Provides Opportunity for Reaffirmation of Traditional Medicine

• Release date: Mar 18, 2022
• Update date: Sep 10, 2025
• 4283 Views

• daily use items
• Food
• Medical Equipment
• Health
• China

China possesses a long history. From its five thousand years of history, much wisdom passed down by our ancestors has been preserved. Among these, one influence extending beyond China to Japan and Korea is traditional Chinese medicine, known as Kampo medicine. However, since modern times, particularly with the introduction of Western medicine, opinions in China regarding Kampo have become sharply divided. Against this backdrop, the COVID-19 pandemic occurred. Ironically, this became an opportunity for renewed recognition of Kampo. This article introduces the actual usage and methods of traditional Chinese medicine among consumers registered in Consumer Life Panorama, along with the author's personal experiences as a consumer, highlighting the evolution of Chinese consumers' perceptions of traditional Chinese medicine.

Diverging Perceptions of Kampo Medicine

Before introducing Chinese consumers' perceptions of traditional Chinese medicine, let's first take a look inside the refrigerator of one household featured in Consumer Life Panorama.

Traditional Chinese medicine supplements stored in the refrigerator (CN_24)
(Source: Consumer Life Panorama) 

There was something in a mysterious box inside the refrigerator door pocket of this household. When I interviewed the lady of the house, she explained it was Chinese herbal medicine. She had bought it for her husband and father. At the end of our conversation, she grumbled discontentedly, “I went out of my way to buy it because it's good for their health, but they just won't take it at all.”

There are several reasons why people don't take Kampo medicine. Beyond concerns like “it's a hassle to prepare” or “it takes time,” distrust of herbal medicine itself is also a factor. First, since herbal medicine doesn't work immediately, some question whether it has any effect at all. Furthermore, many point out that the logical basis for herbal medicine fundamentally relies on past experience; it doesn't clearly identify specific ingredients or have scientifically proven evidence like Western medicine. As a result, in China, people are clearly divided like this family: those who advocate for traditional Chinese medicine and those who distrust it.

However, in recent years, a certain event has caused even those who were originally skeptical of traditional Chinese medicine to begin changing their perceptions. That event was the outbreak of the COVID-19 pandemic. Wuhan at the time was suddenly plunged into a pandemic emergency, and the city was locked down. Amid fears it might be a recurrence of SARS, authorities categorized patients as severe, mild/asymptomatic, or close contacts, isolating them in hospitals and temporary facilities respectively. Particularly in the temporary facilities, patients with mild symptoms, among others, were administered traditional Chinese medicine based on TCM theory from an early stage, as Western medical treatments had not yet been developed. Its effectiveness was demonstrated, leading the National Administration of Traditional Chinese Medicine to recommend the clinical use of the herbal formula Qingfei Paidu Decoction. Furthermore, the COVID-19 treatment guidelines incorporated traditional Chinese medicine approaches alongside Western therapies. Subsequently, in addition to Qingfei Paidu Decoction, Lianhua Qingwen was also proven effective in alleviating symptoms.

Lianhua Qingwen Granules, which the author keeps on hand as a regular medication due to COVID-19 (from the author)

Japanese companies might also have a chance.

Reports of Kampo's effectiveness in alleviating symptoms have been emerging one after another, and as a result, perceptions of Kampo in China are likely to become increasingly positive going forward. After all, lifestyle practices originating from Kampo—such as dietary therapy, medicinal cuisine, and herbal medicine—are deeply ingrained in the daily lives of Chinese people. Moving forward, Kampo and Kampo products will likely play an increasingly active role in improving pre-disease conditions and maintaining everyday health.

In fact, numerous daily necessities derived from traditional Chinese medicine already exist. For example, there are several long-standing best-selling products, such as toothpaste containing traditional Chinese medicine ingredients and itch relief products based on traditional Chinese medicine. Chinese consumers who have experienced COVID-19 will likely place greater emphasis on health than before. Especially after witnessing the effectiveness of traditional Chinese medicine in treating COVID-19, they will likely pay more attention to traditional Chinese medicine-based products than before.

Toothpaste produced by traditional Chinese medicine manufacturer Yunnan Baiyao
(Left: CN_38, Right: CN_100)
(Source: Consumer Life Panorama)

The essential summer itch relief: Liuxin Floral Water (CN_30)
(Source: Consumer Life Panorama)

In Japan too, a considerable variety of over-the-counter Kampo medicines are available. Numerous Kampo-based food products have also been developed. Some of these are popular even among Chinese consumers. For example, pre-COVID Chinese consumers' shopping sprees included Kampo-based throat lozenges like Ryukakusan. Responding to this shift in Chinese consumer trends and leveraging accumulated experience in Kampo utilization could present new business opportunities.

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  Author profile

  Yang Yan

  A Chinese researcher residing in Japan, primarily reporting on the realities of overseas consumer lifestyles, with a focus on China. To prevent COVID-19, they also stockpile traditional Chinese medicine at home.

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  Editor profile

  Yusuke Tatsuda

  Responsible for building the Global Market Surfer website. Keeps Xiaqinglong Decoction stocked at home for my daughter's colds and my own hay fever.