Various kinds of TCM cuisine models attract visitors at the first Guangxi TCM Industry Exchange Conference in Nanning, capital of the Guangxi Zhuang autonomous region on July 23, 2023. [Photo/CHINA NEWS SERVICE]

"You cannot truly count on TCM cuisine to significantly improve health. If you really feel uncomfortable, you'd better see a doctor," she said.

Kathy Jiang, a partner expert of global consultancy Roland Berger, said young consumers are increasingly drawn to TCM cuisine due to a heightened health consciousness, cultural pride and its compatibility with modern lifestyles.

"TCM cuisine, perceived as free from chemical additives, aligns with the demand for health preservation. It also serves as a means for young Chinese to express cultural confidence and reconnect with traditional practices," she said.

"By addressing common lifestyle issues like irregular eating habits and stress, TCM cuisine offers a balanced approach that appeals to young people seeking harmony in their fast-paced lives."

She said the effectiveness of TCM cuisine can vary based on individual health conditions and needs, making it crucial for consumers to approach it in an informed way.

Jiang suggested marketing should respect the product's inherent qualities and avoid exaggeration, focusing instead on developing high-quality offerings. Innovation can be achieved by collaborating with TCM experts and chefs to create new dishes that incorporate TCM principles, experimenting with fusion cuisines and seasonal ingredients.