In a quaint alley on Gucheng Road in Nanning, the capital of Guangxi Zhuang autonomous region, Lu Jiming’s Herbal Coffee shop is making waves. Open only until 6 pm, the establishment resembles a Traditional Chinese Medicine (TCM) pharmacy and has become a hotspot for millennials seeking a unique blend of TCM and coffee.
Key Highlights:
- Lu Jiming’s Herbal Coffee shop in Nanning combines TCM and coffee, attracting health-conscious millennials.
- Rising healthcare awareness post-pandemic fuels demand for health-preserving beverages.
- A survey shows health-related consumption ranks third among young people’s expenditures in China.
- Pharmaceutical companies like Beijing TRT Group are entering the health beverage market.
- The trend signifies a shift towards more diversified and personalized consumer demand.
The fusion of these two seemingly disparate elements is more than just a novelty; it’s a reflection of a broader shift in consumer behavior. Millennials like Zhang, who drove 40 minutes and waited an additional 20 minutes for a rhodiola latte, are increasingly prioritizing health and wellness. “The unique experience of sipping coffee in a setting that mimics a TCM pharmacy was well worth the wait,” she said.
In the wake of the pandemic, there’s been a noticeable uptick in health consciousness among consumers. Chen Di’ao, the store manager of Banzhanzhuyu, a local teahouse, noted, “People are not just looking for tasty beverages; they want drinks that also offer health benefits.” His top-selling items include a digestion-boosting hawthorn drink and a body-warming Chinese angelica tea.
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This trend isn’t lost on industry experts. Chen Sheng, head of the China Real Estate Data Academy, pointed out that consumer demand is becoming “more diversified and personalized,” which has led to the rise of health-preserving beverages. Zhang Shule, a columnist at People’s Daily, added that the unique consumption experience is fulfilling the social needs of young consumers, who often share their visits on social media.
Lu Jiming, the entrepreneur behind Herbal Coffee, revealed that the shop once sold over 100 cups of coffee in a single day. However, the surge in demand has also led to complaints about understaffing, highlighting the business’s growing pains.
A recent survey by China Media Group and other organizations found that health-related consumption is now the third-highest expenditure for young people in China, trailing only tourism and digital products. Sensing the market potential, pharmaceutical companies are also jumping on the bandwagon. Beijing TRT Group, for instance, has launched a sub-brand called Zhimajiankang, offering health-preserving drinks and snacks at various price points.
As this trend continues to evolve, businesses are keen on refining their offerings. “We are exploring more universally acceptable flavors to meet consumer demand,” said the head of a Zhimajiankang outlet in Beijing.
