Traditional Chinese medicine culture has a long history, and mugwort is an important medicinal material commonly found in TCM and holds an important position in traditional Chinese medicine and Chinese traditional culture. The ancient book Mencius records: "For a seven-year illness, seek three years of mugwort"; the Book of Bian Que records: "The method to save life is burning mugwort first." Ancient people highly esteemed the effects of mugwort, which shows the extent of its efficacy. Furthermore, besides its wide application in medicine, mugwort represents auspiciousness and health in folk culture, such as hanging mugwort during the Dragon Boat Festival to ward off evil and cure illness. Based on this cultural foundation, Beijing Zhi Ai TCM Research Institute upholds a reverence for the culture of traditional Chinese medicine, deeply excavates its value with "mugwort" as the core, and steadily advances on the path of preserving the original while innovating in accordance with the requirements of inheritance and innovation of "TCM+". Beijing Zhi Ai TCM Research Institute partners with Pharmacopoeia Museum to launch a series of mugwort products As a vital backbone in promoting the spread of traditional Chinese medicine to the world, the Beijing Zhi Ai TCM Research Institute has responded positively to the global expansion of TCM. It is understood that since its establishment, the Beijing Zhi Ai TCM Research Institute has enthusiastically participated in various international events with remarkable achievements. Taking the China Import and Export Fair as an example, the products it exhibited attracted much international attention. The "Temple of Heaven Series" moxibustion products under the brand, such as moxibustion boxes and eye masks, are favored in overseas markets due to their unique geographical advantages, which allow them to collect natural wild mugwort leaves and achieve precise temperature control through modern technology.
In the process of promoting Traditional Chinese Medicine to the world, exchange meetings related to big health and TCM have highlighted many noteworthy points. Recently, Sun Yiping, director of the Beijing Zhi Ai TCM Research Institute, was invited to attend the 2024 Health Industry Product Going Global Cross-border Link Forum and mentioned at the conference that the advantage of channels for landing and connecting with markets in the Middle East and Southeast Asia for products with cultural attributes, while also possessing industry closed-loop and consumption attributes, similar to those launched by the Beijing Zhi Ai TCM Research Institute, is worth discussing. Director Sun Yiping invited to attend the 2024 Health Industry Product Going Global Cross-border Link Forum Information shows that in places like Malaysia, Indonesia, and Singapore, Chinese, overseas Chinese, and Chinese organizations have distributed Chinese medicine made into Qingfei Tang for free to their ethnic groups, but ultimately due to overwhelming demand, the Chinese medicine in pharmacies ran out of stock. In response to this situation, Director Sun Yiping of the Beijing Zhi Ai TCM Research Institute pointed out that there is a significant shortage of traditional Chinese medicine talent or talent related to the big health field in the Southeast Asian region, and the demand for traditional Chinese medicine herbs themselves is extremely high locally, which indirectly shows that there is broad market demand for TCM in local markets and across the entire TCM and big health systems, making the industry prospects obvious. 2024 Health Industry Product Going Global Cross-border Link Forum
At the conference, Sun Yiping,院长 of the Beijing to Ai TCM Research Institute, also mentioned that he himself was invited and attended as a speaker at the Intangible Cultural Heritage conference held in 2024 jointly by the United Nations and the Malaysian government. At the conference, Chinese directors participated in the establishment of the World Traditional Medicine Association, and TCM was adopted as the main subject of future conferences, which indirectly reflects the relatively high degree of alignment between Traditional Chinese Medicine and international medical needs. For example, Malaysia is located in a subtropical zone, but 80% of cases are cold syndrome, and moxibustion precisely corresponds to the solution, improving people's healthcare situation. In addition, Sun Yiping,院长 of the Beijing to Ai TCM Research Institute, also discussed with the European audience. The aesthetic habits and requirements of products in Europe and Asia are different, and European consumers more desire products to be both functional and aesthetic while serving as gifts. Sun Yiping stated that continuous product development to form a longer-term industrial closed loop, as well as how to establish long-term effective cooperation mechanisms with various advantageous channels, business organizations, or other institutions, requires time accumulation and multi-party cooperation. After the conference speeches concluded, there was thunderous applause, and in-attendance industry experts and partners widely supported the speeches, sparking numerous thoughts and discussions. The 21st World Traditional Chinese Medicine Conference is distributed by Ai Ben Cao Jingling at the UNESCO headquarters.
Beijing Zhi Ai TCM Research Institute, under these circumstances and considerations, has focused many eyes on the path of maintaining tradition while innovating in launching products. Since its initial independent research and development, the Beijing Zhi Ai TCM Research Institute has always been at the forefront of technological research and development. It is reported that the brand's "Zhi Ai Convenient Moxibustion" has been granted a patent, and "Temple Moxibustion (Fortune Edition)" has five levels of temperature control adjustment, enabling temperature gathering and constant temperature, and a closed design effectively avoids burn risks, ensuring professional safety for both home use and use in professional therapy clinics, greatly increasing product efficiency; the accompanying moxa stick is also made from natural wild mugwort leaves with no chemical additives, ensuring a green and healthy moxibustion process. Zhi Ai appears at the 21st World Traditional Chinese Medicine Conference in Paris at the UNESCO Headquarters It is worth mentioning that the reason this product is confident in being named "Convenient Moxibustion" is because it combines modern human-centered design—the patch is waterproof and sweat-proof and medically hypoallergenic, offering convenient operation on a safe and healthy basis, making it easy to use, which is very popular with busy office workers and elderly people with mobility impairments. Zhi Ai Temple Moxibustion scene was hot at the 21st World Traditional Chinese Medicine Conference
Secondly, the original intention of the Beijing Zhi Ai TCM Research Institute brand is to become a inheritor of Chinese moxibustion culture. Therefore, in addition to the functional aspects of the product itself, the appearance design and the product's inner meaning are equally important. According to the information provided by the brand, the Beijing Zhi Ai TCM Research Institute has reached a strategic cooperation with "Beijing Tiantan Aesthetic Industry Company," where Tiantan Moxibustion (Fu Bao style) draws design inspiration from the Hall of Prayer for Good Fortune at the Temple of Heaven, symbolizing blessings and good health. Furthermore, there are various styles, such as 72 moxibustion sessions set, small black boxes, blind boxes, single packs, squirrel style, purple style, dragon and phoenix style, five elements style, and 24 sessions set, which meet the personalized aesthetic needs of different users and convey the same wish through different products: the perfect integration of protecting national physical and mental health with nature. In addition to the main product, the Tiantan steam eye mask cleverly combines Tiantan aesthetics with modern eye protection technology. The unscented steam eye mask is suitable for consumers sensitive to fragrance, made with high-quality medical nonwoven fabric selected with craftsmanship to ensure a soft texture and good breathability, and combined with advanced self-heating temperature control technology, it can effectively relieve eye fatigue; the constant temperature control technology maintains a suitable temperature, promotes blood circulation in the eyes, and long-term use helps improve eye problems.
Third, the cultural export of products requires the brand to work together to promote them to the world. The challenges faced by brands going global and industries going global in the process of globalization are diverse and complex, requiring patient and professional solutions to be addressed sequentially. For example, localization challenges caused by consumption habits and cultural customs in different countries and regions lead to issues where overseas enterprises face low brand image acceptance and the inability to accurately convey brand culture to consumers; cultural differences and conflicts; supply chain management; economic fluctuations and international relations; differences in labor systems; and issues related to legal regulations and channel resources in overseas markets. At the conference, media interviews with a French friend experience Teacher He Nian of the Beijing TCM Research Institute: Gong Ai灸 (Kung Fu Moxibustion). Therefore, at the World Traditional Medicine Conference, the integration of Tian Tan Ai, Fusion Middle Way Medicine, and Kung Fu healing allowed overseas attendees to personally experience the profound depth of Traditional Chinese Medicine. As a symbolic building of China, Tian Tan, combined with the product, further enhanced its authority and reputation, and the diverse charm of the product is widely admired and loved by international friends.
Even though overcoming the challenges of going out to sea is still a long and arduous path, considering the current international trade situation, peaceful and friendly coexistence and collaborative development among enterprises is the prevailing trend. To further address domestic challenges and dissolve some cultural barriers, the Beijing-Ai TCM Research Institute, in commemoration of the 60th anniversary of China-France diplomatic relations, has launched the co-branded "Ai Qing Fu" (Ai Love Garment). Ai Qing Fu is meticulously designed by integrating cultural elements from both China and France, taking inspiration from the peony and iris flowers, combined with mugwort fiber material. The peony flower, as the national flower of China, symbolizes prosperity, flourishing, and good fortune, while the iris flower in French culture signifies light and freedom. It can be said that "Ai Qing Fu" and the related series of products, such as essential oils and fragrances, are a beautiful wish for Sino-French friendship, and also an attempt at cross-domain integration and innovation of "TCM+" based on respect for other countries' cultures. Thus, the Beijing-Ai TCM Research Institute will continue to take responsibility for inheriting and promoting Chinese medicine culture, continuously innovating and launching more products that integrate diverse cultures. The launch of "Ai Qing Fu" and the related series of products fully demonstrates the Beijing-Ai TCM Research Institute's active exploration in the innovative development of traditional Chinese medicine, leveraging overseas and local cultures to utilize its own advantages, deeply exploring the treasures of traditional Chinese medicine through "TCM+", and opening new paths for the dissemination and cooperation of Chinese medicine culture in the international market with "exploring life, co-creating the future." We look forward to the Beijing-Ai TCM Research Institute continuing to contribute to the globalization of Chinese medicine culture in the future.
