China’s Latest Cultural Concoctions

Hello TWOC readers!
Welcome to another edition of our monthly newsletter. This month, we’re exploring the fascinating ways tradition and modernity intertwine in contemporary China, both offline and in virtual realms. From the resurgence of Traditional Chinese Medicine (TCM) in trendy cafes to innovative collaborations in the beverage industry, and the ever-expanding horizons of Chinese video games—there’s much to ponder.
Read on to discover:
How a traditional liquor brand, Kweichow Moutai, went viral for a coffee mash-up
How young Chinese got hooked on ancient TCM remedies
Why video game developers are taking the bold step to launch overseas—and the hurdles they face to make that work
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How Young Chinese Became Obsessed With TCM
A New Health Craze: China’s youth are redefining their relationship with TCM. It’s no longer the domain of the elderly—these age-old remedies are now served in chic cafes and innovative products like “Whole Ginseng Water” are flying off shelves. Young Chinese workers, fed up with the pressures of modern city life, find TCM’s holistic approach increasingly appealing. However, there’s debate over the efficacy of these “updated” remedies, with some doctors saying medicine shouldn’t be consumed the same way as bubble tea. Can the internet craze for TCM continue? And how can the field adapt to young tastes while preserving its age-old wisdom?

Brand Mashups Sweep the Chinese Internet
A Flavorful Fusion: China’s decades-old iconic baijiu producer, Kweichow Moutai, has teamed up with Luckin Coffee to unveil the liquor-flavored “Fragrant Sauce Latte.” This heady mix captured the hearts of young Chinese consumers, with over 5.42 million cups sold on the launch day. For 38 yuan, it offers a cheap sip of the otherwise luxurious Moutai. We take to Weibo to understand the buzz around this unexpected brand mash-up and find a world awash with new slang phrases related to the collaboration.

China’s Video Games Head to Overseas Markets
Gaming Beyond Boundaries: China’s video games market is already huge (it registered $36 billion in revenue in 2022), but now developers are charting fresh paths abroad. Many games are hoping to sidestep strict licensing regulations at home by publishing directly on international platforms like the US-based Steam. Titles like Summoning Spirits, for example, will probably never have an official domestic release. However, publishing overseas brings new problems of translating and localizing content that is often unfamiliar to non-Chinese players.
What We’re Watching

Zhang Hong is the first blind Asian person (and the third blind person ever) to summit the world’s highest peak. His monumental ascent of Mount Qomolangma (also known as Mount Everest) is now immortalized in a documentary about this extraordinary feat.
Invisible Summit (released this Friday, October 27, in China) chronicles Zhang’s indomitable spirit, his unique bond with his guide Qiangzi, and the myriad challenges they faced together. Zhang confronts avalanches, crevasses, biting winds, exhaustion, sickness, and anxiety before reaching his goal.
One Last Thing...

China’s book market is the second largest in the world, with people reading around 6 billion books a year. But how easy is it for small publishers, bookstores, and writers to get a piece of this pie? And how are digital alternatives to physical books impacting writers and small businesses?
Find out in the latest episode of our Middle Earth podcast hosted by Aladin Farré and featuring the writer and futurist Chen Qiufan (陈楸帆), TWOC managing editor Liu Jue, and Maziren Bookstore owner Su Wan (苏皖).
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