For Chinese herbal medicine enthusiasts, Reishi/Ganoderma lucidum/lingzhi is undoubtedly a familiar name. This ancient fungus not only occupies an important position in traditional Chinese medicine theory, but has also attracted much attention in the modern health industry in recent years. From traditional tonics to innovative snacks and drinks, Reishi/Ganoderma lucidum/lingzhi is making a stunning appearance in various forms, becoming a vivid footnote to Chinese medicine culture in the new era.
Reishi/Ganoderma lucidum/lingzhi's "past and present"
Reishi/Ganoderma lucidum/lingzhi, is a perennial fungus that grows in a warm and humid environment. As early as more than 2,000 years ago, this magical fungus had entered the theoretical system of traditional Chinese medicine and was known as one of the "Nine Immortal Grasses". In traditional Chinese medicine, Reishi/Ganoderma lucidum/lingzhi has the effects of nourishing and strengthening, clearing away heat and detoxifying, and can be used to treat a variety of diseases.
In the long history of development, Reishi/Ganoderma lucidum/lingzhi has not only accumulated rich clinical application experience, but also many magical stories circulated among the people. Some say that Reishi/Ganoderma lucidum/lingzhi can prolong life, while others believe that it is the food of immortals. These magical legends undoubtedly add a layer of mystery to Reishi/Ganoderma lucidum/lingzhi, and also make it a unique and dazzling member of traditional Chinese medicine culture.
Entering the modern era, with the continuous deepening of scientific research, people have a new understanding of Reishi/Ganoderma lucidum/lingzhi. Modern medical research shows that Reishi/Ganoderma lucidum/lingzhi is rich in a variety of bioactive ingredients, such as polysaccharides, triterpenoid compounds, etc. These substances not only have immune regulation, antioxidant and other effects, but also show broad prospects in tumor treatment. These new discoveries have undoubtedly opened up a broader space for the application of Reishi/Ganoderma lucidum/lingzhi.
Although Reishi/Ganoderma lucidum/lingzhi occupies an important position in the theory of traditional Chinese medicine, it is not as well-known as other Chinese medicinal materials such as ginseng and bird's nest in the modern health industry. The reason may be that there is still a certain gap between the appearance and usage habits of Reishi/Ganoderma lucidum/lingzhi and the lifestyle of modern people.
However, with people's increasing attention to health and the revival of traditional Chinese medicine culture in the new era, Reishi/Ganoderma lucidum/lingzhi is re-entering the public eye with a new look. With the efforts of some innovative enterprises, Reishi/Ganoderma lucidum/lingzhi is gradually getting rid of the label of "drug taste" and appearing in front of consumers in a form that is closer to modern life.
Reishi/Ganoderma lucidum/lingzhi beverage
For example, the Hong Kong brand Hung Fook Tong cleverly combines Reishi/Ganoderma lucidum/lingzhi with the traditional Chinese medicinal material Guilinggao and launched the "Reishi/Ganoderma lucidum/lingzhi Guilinggao" product. This method of incorporating Reishi/Ganoderma lucidum/lingzhi into a paste formula that is familiar to the public not only retains the traditional tonic effect of Reishi/Ganoderma lucidum/lingzhi, but also gives it a more fashionable appearance and usage experience. Consumers can simply open the can to enjoy this healthy and delicious taste that integrates the culture of traditional Chinese medicine.
In addition to the innovation of traditional tonics, Reishi/Ganoderma lucidum/lingzhi has also made great achievements in the beverage field. Take REBBL as an example. This plant functional beverage brand has launched a number of products with Reishi/Ganoderma lucidum/lingzhi as the main product, such as Revive Reishi/Ganoderma lucidum/lingzhi Vanilla and Revive Reishi/Ganoderma lucidum/lingzhi Chocolate. These drinks cleverly integrate Reishi/Ganoderma lucidum/lingzhi extracts into natural ingredients such as plant milk and cocoa, which not only meets consumers' demand for healthy drinks, but also gives Reishi/Ganoderma lucidum/lingzhi a new "vitality".
In REBBL's product design, the efficacy positioning of Reishi/Ganoderma lucidum/lingzhi is also closely integrated with the needs of current consumers. For example, Reishi/Ganoderma lucidum/lingzhi vanilla beverage focuses on efficient metabolic support and energy provision, while Reishi/Ganoderma lucidum/lingzhi chocolate highlights the effects of immunity and stress coping. This targeted product positioning not only allows Reishi/Ganoderma lucidum/lingzhi to get rid of the inherent impression of "old-fashioned", but also makes it easier for consumers to accept and recognize the application value of this Chinese herbal medicine in modern life.
Unlike REBBL, another brand Natalie's Orchid Island Juice has integrated Reishi/Ganoderma lucidum/lingzhi into tomato juice and launched a "tomato Reishi/Ganoderma lucidum/lingzhi" mixed juice. This innovative attempt to combine Reishi/Ganoderma lucidum/lingzhi with the popular tomato element has undoubtedly injected new vitality into Reishi/Ganoderma lucidum/lingzhi products. It is reported that with this tomato Reishi/Ganoderma lucidum/lingzhi drink, Natalie's Orchid Island Juice has once again become the favorite of a generation.
In the Chinese market, some brands have also begun to try to integrate Reishi/Ganoderma lucidum/lingzhi into drinks such as milk tea. This innovation of combining Chinese herbal medicine with modern lifestyle has undoubtedly opened up a new application space for Reishi/Ganoderma lucidum/lingzhi. With the growing demand for healthy drinks, I believe that we will see more innovative products rich in Reishi/Ganoderma lucidum/lingzhi in the future, allowing this ancient Chinese herbal medicine to be reintegrated into modern life with a new look.
Reishi/Ganoderma lucidum/lingzhi snacks
On the development path of snacks, the "Reishi/Ganoderma lucidum/lingzhi Guilinggao" launched by Hong Kong brand Hung Fook Tong can be said to be a good representative case. This product integrates China's long-standing herbal culture and embodies the "traditional tonic" power that cannot be ignored in the future Chinese health care and "medicine and food are of the same origin" market.
Hung Fook Tong combined Reishi/Ganoderma lucidum/lingzhi, which has a strong Chinese flavor and health value, with traditional Guilinggao early on, and launched a product with the effects of clearing heat and detoxification, relieving dry throat and sore throat, and relieving fatigue. They also launched the "Organic Reishi/Ganoderma lucidum/lingzhi Jiji Guilinggao" in collaboration with a natural health brand in 2022, focusing on improving immunity. The birth and development of these products are inseparable from the profound influence of China's long-standing traditional Chinese medicine culture.
Brands often have a certain historical heritage or are positioned to target the Chinese tonic market, and their product lines usually have a strong traditional Chinese medicine style, such as herbal tea, Guilinggao, and paste prescriptions. This innovative model that combines traditional Chinese medicine elements with modern consumer needs has undoubtedly injected strong impetus into the development of Chinese herbal medicines such as Reishi/Ganoderma lucidum/lingzhi in the new era.
In addition to Hong Fu Tang, the mainland brand "Kuaizi Mushroom Grain" has also embarked on the route of "Reishi/Ganoderma lucidum/lingzhi snacks". They launched biscuit products containing Reishi/Ganoderma lucidum/lingzhi powder. By integrating this high-end Chinese herbal medicine into daily snacks, it has entered the lives of ordinary people and broken the inherent impression of Reishi/Ganoderma lucidum/lingzhi as a "medicine".
In the European and American markets, the Alice brand, which is known for its healthy chocolate, has also launched chocolate products containing Reishi/Ganoderma lucidum/lingzhi. They have launched corresponding product combinations for different needs such as brain health, sleep, and reproductive health, meeting the multiple needs of consumers. Another brand worth paying attention to is the Reprise brand. Starting from Chinese herbal medicine and combining modern science, they have launched various single-ingredient soft candy products including Reishi/Ganoderma lucidum/lingzhi, and have made targeted designs for needs such as sleep, stress relief, and brain health.
These snack-like Reishi/Ganoderma lucidum/lingzhi products not only break the inherent impression of Reishi/Ganoderma lucidum/lingzhi as a "medicine", allowing it to appear in front of consumers in a more fashionable and interesting manner, but also combine its health value with the health needs that modern consumers are most concerned about, allowing this ancient Chinese herbal medicine to be revitalized in the new era. I believe that more brands will join this innovation camp in the future, inject more vitality into the inheritance of traditional Chinese medicine culture, and let Reishi/Ganoderma lucidum/lingzhi, a precious Chinese herbal medicine, play a wider role in modern life.
Reishi/Ganoderma lucidum/lingzhi Also Wants to 'Break Out', Have You Grasped These Innovation Points
As one of China's "Nine Immortal Grasses", Reishi/Ganoderma lucidum/lingzhi occupies an important position in the ancient Chinese medicine culture, and its related legends and applications are also well known. However, compared with the popular Chinese herbal medicines such as bird's nest and ginseng in recent years, Reishi/Ganoderma lucidum/lingzhi does not seem to have aroused the same enthusiasm of consumers. Although many people know its name, they are not willing to pay for it.
There are certainly certain regulatory factors in this, but with the recent loosening of policies, the development prospects of Reishi/Ganoderma lucidum/lingzhi are becoming broader. In November 2023, Reishi/Ganoderma lucidum/lingzhi and other 9 substances were included in the catalog of medicine and food homology, and relevant technical requirements were issued at the end of April 2024, opening the door to the marketization of Reishi/Ganoderma lucidum/lingzhi. However, in order to truly become a hit, Reishi/Ganoderma lucidum/lingzhi may need to learn some experience from ginseng.
The popularity of ginseng in recent years is largely due to the support of various innovative products, such as ginseng water, ginseng honey slices, ginseng chocolate, etc. These products do not simply follow the traditional image of "ginseng", but in a more relaxed and daily form, through the characteristics of being delicious, fun and easy to use, they have successfully created a "light and healthy" image and got rid of the inherent impression of "drug taste". Brands have endowed these daily consumer products with the health value of ginseng, which not only increases the premium space of the products, but also makes ginseng, a high-end Chinese herbal medicine, enter the lives of ordinary consumers.
Similar to ginseng, Reishi/Ganoderma lucidum/lingzhi is still dominated by the image of "drug taste" in the market, and truly grounded innovative products are rare. Companies can try to integrate Reishi/Ganoderma lucidum/lingzhi into more popular fast-moving consumer goods categories, such as chocolate, beverages, biscuits, and even yogurt, baking, etc., so that this rare Chinese herbal medicine appears in front of consumers in a more fashionable and interesting appearance.
But more importantly, companies need to deeply understand the actual needs of consumers and find scenarios where Reishi/Ganoderma lucidum/lingzhi can play the greatest value. Just like the reason why ginseng water became popular overnight is that it successfully meets the health anxiety of modern people after staying up late. Similarly, companies need to understand the characteristics of Reishi/Ganoderma lucidum/lingzhi and combine it with the health needs that consumers are most concerned about at present, and find scenarios that can fully release the Reishi/Ganoderma lucidum/lingzhi effect.
In addition, the popularity of Chinese herbal medicines such as ginseng and bird's nest is inseparable from the participation of some emerging consumer brands that focus on innovative products. At present, such brands are relatively scarce in the field of Reishi/Ganoderma lucidum/lingzhi. With the further development of the market of medicine and food in the future, it is believed that more new consumer brands focusing on Reishi/Ganoderma lucidum/lingzhi products will emerge, injecting new vitality into this precious Chinese herbal medicine.
In general, both the innovation of product form and the in-depth insight into consumer needs are the key to promoting Reishi/Ganoderma lucidum/lingzhi to the mass market. Only when companies can truly get rid of the inherent impression of "drug taste", present Reishi/Ganoderma lucidum/lingzhi to consumers in a more fashionable and interesting way, and find scenarios that can give full play to its health value, can Reishi/Ganoderma lucidum/lingzhi shine in the new era.
This article was independently created and published by Herbfields.net.