Introduction:Tongrentang, a 237-year-old traditional Chinese medicine brand in Shanghai, recently launched over 30 new "guochao" (China-chic) wellness beverages at Yuyuan Mall, featuring innovative items such as milk tea, fruit tea, sparkling water, and coffee. This article takes an in-depth look at how its wellness milk teas combine ingredients like ginseng and goji berries with herbal medicine, as well as the recipes and pricing strategies of two featured wellness coffee drinks, showcasing how this heritage brand attracts a new generation of consumers through cross-industry innovation.
In today’s era of booming cross-industry ventures, even traditional Chinese medicine brands with histories spanning more than two centuries are exploring new possibilities in the beverage market. Following Tong Ren Tang’s venture into herbal-flavored coffee,the 237-year-oldTongrentang has embarked on a beverage innovation experiment at Shanghai's Yuyuan Mall. Its trial-operated "guochao" wellness tea drink store unveiled over 30 products at once, covering a diverse range including wellness tea, fruit tea, milk tea, sparkling water, and coffee.
The most notable difference from common commercial milk teas is that Tongrentang’s milk tea series emphasizes the concept of "food and medicine sharing the same origin," incorporating traditional Chinese medicinal ingredients such as ginseng, goji berries, donkey-hide gelatin, monk fruit, and kudzu root. These ingredients not only give the drinks unique flavors but also integrate traditional wellness concepts like replenishing qi and nourishing blood, catering to modern consumers seeking healthier dietary options.
For its coffee offerings, the store has introduced two innovative products focused on wellness benefits: a classicAmericano black coffeeand a Ginseng Honey Latte. The latter is specially blended with the sweet aroma of ginseng and honey, and customers can optionally add extra ingredients like goji berries according to their preferences. The price range falls within20 to over 30 RMB, while products using premium ingredients such as bird’s nest are priced above 100 RMB, demonstrating the brand’s attempt to cater to both mass-market and high-end customer segments.
As one of the oldest traditional Chinese medicine brands in Shanghai, Tongrentang was established in the 48th year of the Qianlong Emperor’s reign during the Qing Dynasty (1783) and has long established its prestigious market position thanks to its rigorous quality control of herbs and time-honored preparation techniques. This foray into the beverage sector not only showcases the legacy brand’s ability to adapt to market changes but also reflects the blending trend of traditional Chinese medicine culture with modern consumer trends.
It is worth noting that this is not the first time a Traditional Chinese Medicine brand has experimented with beverage innovation. Earlier, Tong Ren Tang launched products such as goji latte and motherwort rose latte that blend Eastern and Western elements, and has announced continued development of a series of wellness coffees. In comparison, Tongrentang this time focuses more on developing the milk tea category, having launched only two coffee products, highlighting its differentiated market positioning strategy.
For consumers, what is perhaps most intriguing about these innovative products is their flavor profile—what kind of taste experience emerges when traditional Chinese herbs meet modern beverage production processes? Taking the Ginseng Honey Latte as an example, the balance between its sweet aroma and slight bitterness, along with the interplay of the unique herbal grassy notes and the rich depth of coffee, becomes a key factor in attracting adventurous tasters. As for market acceptance, it remains to be seen over time how effective this heritage brand’s innovation transformation will ultimately be.
The above content is compiled by CoffeeHunters, a coffee news website.
