Youthful Narrative Bridges Traditional Chinese Medicine to Global Audience

LIAOCHENG, China, July 15, 2025 /PRNewswire/ -- Amidst global challenges in chronic disease prevention and health management, Traditional Chinese Medicine (TCM)'s core principles of "preventive treatment of disease" (zhi wei bing, 治未病) and "harmony between humanity and nature" (tian ren he yi, 天人合一) are gaining international attention. The TCM cultural program The Young TCM Masters, co-produced by Dong-E-E-Jiao Co., Ltd, Shandong Radio and TV station, and Tencent Video, has achieved 5 billion online impressions through its innovative youth-oriented narrative.

The program dismantles cultural barriers through diverse international participation. Contributors including Italian travel blogger Alessio, French musician Aili, and Japanese guest Ichinose engaged in authentic TCM practices ranging from acupuncture to herbal processing. "This helped me understand TCM extends beyond therapy into life philosophy," Alessio reflected during filming. Chinese and foreign participants jointly visited historical sites like the hometown of medical sage Zhang Zhongjing, conducting multilingual discussions on contemporary health applications.

To enhance accessibility, the production employs creative formats including "blind-box exploration" with team missions to boost interactivity, scenario-based dramas demonstrating herbal knowledge from the Compendium of Materia Medica, and debate sessions addressing globally relevant health concerns such as insomnia management and emotional regulation. Related social media campaigns like #Late-Night Recovery Guide generated widespread discussion, transforming classical wisdom into modern solutions.

The production underscores TCM's universal applicability through its preventive approach that aligns with World Health Organization health promotion objectives, while demonstrated techniques like emotional regulation that address contemporary general health needs.

At the industry level, Chinese heritage brand Dong-E-E-Jiao demonstrates a  "culture + industry" two-wheel driving model through integrating traditional formulations like Fufang E'jiao Syrup Liquid(fu fang e jiao jiang, 复方阿胶浆) into modern wellness contexts and establishing crossover collaborations with contemporary tea brands, which developed a practical model for the innovative transformation of traditional culture.

China's National Radio and Television Administration experts acknowledged the program's success in "building dialogue between youth and traditional culture," while People's Daily recognized it provides important experience for the modern dissemination of traditional culture. Expansion plans include broadcasting through Hong Kong's TVB network to reach wider audiences, with Dong-E-E-Jiao's international project "The Healing Path," currently in preparation for filming, aims to further deepen cross-cultural communication on a global scale.

As French participant Aili observed, "This experience transcends cultural differences, revealing traditional medicine's potential in solving modern health challenges" – affirming how TCM's millennia-old wisdom, conveyed through youthful expression, advances as a vital component of humanity's shared health future.

SOURCE Dong-E-E-Jiao