Price is right for heritage

Although the tea zongzi gift box was just officially released this year, Gu says the company has seen growing consumer interest since early test runs back in 2018.

"The feedback we're getting now is that people appreciate not only the taste, but the story behind it," she says.

Among other most talked-about exhibits are traditional Chinese medicine-inspired drinks and beauty products.

Huqingyutang, a centuries-old pharmacy whose traditional Chinese medicine was named a national intangible cultural heritage in 2006, has come up with TCM-based snacks like small sesame balls and herbal coffee.

"Our core is to preserve and innovate upon TCM heritage and deliver it to consumers as part of a better lifestyle," says Yu Xiaoxiao, communication director with Huqingyutang.

"TCM is rich and profound, but we approach it with a lighter touch, so that it resonates more naturally with young people today," Yu explains.

A major innovation is the brand's TCM-infused coffee line. It blends the ritual of coffee drinking with the nourishment of herbs, such as five-year ginseng.

The result is a drink that satisfies modern tastes while staying rooted in Chinese wellness philosophy, Yu says. "We call it the 'three-master model' — a collaboration between herbalists, physicians, and baristas."

"The herbalist ensures efficacy, the physician maintains balance, and the barista makes sure it still tastes like coffee."

Over the past few years, the pharmacy's innovations have led to a steady growth in sales, with an annual increase of around 20 percent.

Shopping month forms part of China's broader strategy to revitalize traditional culture through modern commercial channels while meeting growing demand for quality cultural products and experiences.

Local governments across the country are expected to roll out distinctive versions of the program throughout the spring.

Lin Min, a visitor from Fujian province, says he wishes he had a bigger stomach to try all the snacks and drinks at the booths in the tea house in Changxing.

"This isn't just a shopping festival, but a learning journey through living heritage," he says.

He bought several creative cultural items such as handwoven fans and artisan snacks for his friends and family.

"It makes culture something you can touch, taste and take home," he says.