Breaking barriers, training talent: traditional Chinese medicine accelerates global reach

TCM services accelerate overseas expansion through cultural export.

Since Phelps showcased the "oriental seal" of cupping at the Rio Olympics, an increasing number of top athletes have joined in, from Rio to Paris, from the Olympics to various individual events. The success of traditional Chinese medicine (TCM) services represented by cupping and acupuncture is not only a victory at the technical level but also a demonstration of cultural confidence. This wave has not only swept through the sports circle but also sparked interest among the general public overseas in oriental traditional medicine. The global spread of TCM culture has also provided an opportunity for TCM services to go abroad.

The cupping marks on the field have become a subtle advertisement for Traditional Chinese Medicine services. (Source: Screenshot from event broadcast)

As early as 15 years ago, UNESCO inscribed traditional Chinese acupuncture on the "Representative List of the Intangible Cultural Heritage of Humanity." Today, traditional Chinese medical services, represented by acupuncture and cupping, are gaining global recognition. According to WHO statistics, 113 member states acknowledge traditional Chinese medicine practices such as acupuncture, 29 member states have established relevant laws and regulations for the standardized use of traditional Chinese medicine, and 20 member states have incorporated acupuncture and other traditional Chinese medicine treatments into their healthcare systems.

These figures imply that the export of traditional Chinese medicine (TCM) services is encountering its best moment. Meanwhile, the capacity of domestic TCM services is overflowing.

According to data from the Administration of Traditional Chinese Medicine, the number of TCM clinics in China has reached nearly 50,000, surpassing the number of graded hospitals in the country, according to 2023 data from the National Health Commission, the number of graded hospitals in China is 38,355, highlighting the intensity of market competition. In recent years, TCM clinics have been trying to embrace AI, attempting to connect with younger generations by establishing cultural identity through blockbuster products like TCM-inspired milk tea and medicinal dietary mooncakes. As competition intensifies, overseas markets are gradually becoming a direction for TCM clinic expansion.

TCM services are relying on China's growing international influence, integrating TCM services with local healthcare conditions through cultural export, paving a unique path.

The going-out of TCM Clinics has transformed from a cultural concept into a commercial practice.

As the domestic market becomes increasingly competitive, traditional Chinese medicine (TCM) clinics are no exception. "Suicidal" low-price competition, such as RMB 9.9 cupping, RMB 9.9 physical therapy, and free pulse diagnosis, is ubiquitous. In this environment, many TCM clinics have chosen to expand overseas, hoping to break through existing difficulties and seek new opportunities.

For example, Gushengtang officially embarked on its overseas journey by acquiring Singapore's Bao Zhong Tang at the beginning of 2024. By replicating its domestically proven operational model and introducing an AI-assisted diagnosis system, empowered by digital devices such as tongue and pulse imaging, its Singapore operations achieved remarkable growth within a year. In July 2025, revenue increased by 119% year-on-year, with expert first-visit return rates and on-site appointment rates ranking among the top in its chain of medical centers. Gushengtang stated that it will continue to deepen its presence in the Singapore market, expecting to expand to over 20 branches by 2026.

Focused on its developments in Jiangxi, Gong Fang Tang chose to expand overseas directly without first expanding out of the province. Its first overseas store was established in Singapore through a self-built model. The medical hall is located in a well-known business district in Singapore, aligning with the tone of consumer healthcare. It offers specialized TCM departments such as gynecology, dermatology, and speciality departments for neck, shoulder, waist, and leg pain, while also providing internet-based remote consultations for difficult and complex diseases. The treatment mainly emphasizes external therapies, delivering TCM services like acupuncture, cupping, bone setting, and massage. Additionally, it offers integrated medical and wellness solutions targeting sub-health conditions.

He Shun Tang (Wellsoon), which has been steadily growing, is also worth noting. Since its establishment in 2005, the company has adopted a "one core, two wings" strategy, focusing on the Guangdong market while expanding to other provinces and overseas markets. To this end, He Shun Tang started with the Hong Kong market, and after more than a decade of efforts, it has established over 50 traditional Chinese medicine clinics in Hong Kong. Leveraging this as an opportunity, the company entered the Canadian market and will now embark on its international journey starting with the North American market.

Zhang Zhongjing Jingfangge has become an important carrier for the overseas promotion of TCM culture by leveraging three key features: Zhongjing, bone setting, and mugwort. By establishing a chain of TCM health service institutions, it has enabled the culture of Zhang Zhongjing to take root abroad. Currently, Zhang Zhongjing Jingfangge has opened international medical centers in Russia, Japan, and Vietnam, and established a training center for appropriate TCM technologies in the Philippines, successfully hosting multiple training sessions that have promoted international exchange and cooperation in TCM.

It can be seen that the overseas expansion of TCM centers is not so out of reach, with both the already listed Gushengtang and regionally developing Gongfangtang. However, the overseas expansion of TCM services cannot simply replicate the domestic model. It also needs to build its own capabilities according to the demands of overseas markets.

First, product standardization: Although traditional Chinese medicine treatment is often described as "one formula for one person," a universal product service standard is essential for the overseas promotion of TCM. Behind this, companies need to mobilize their resources and design corresponding products based on the actual conditions of the market they are in.

Secondly, service modularization: After modularizing and managing operational capabilities, it has positive effects on work efficiency, operating costs, customer experience, data analysis, and business replication. 

Lastly, scenario modernization: Whether it is Gushengtang or Heshuntang, both actively promote the application of advanced technical tools in TCM clinics during their overseas expansion. Whether it is AI-assisted diagnostics or digital traceability of Chinese medicinal herbs, these advancements effectively enhance the technological sophistication and trustworthiness of the services.

Of course, compared with the overseas expansion of medical devices or innovative drugs, the internationalization of TCM services has its own advantages, namely the influence of Chinese traditional culture on neighboring regions. How to leverage this influence to promote TCM services globally is the current opportunity for enterprises.

Southeast Asian market becomes the testing ground for TCM services going overseas.

Despite the current era of deep global interconnectedness, the internationalization of TCM still faces challenges such as policy barriers, cultural differences, and technical standards when going overseas. However, historical development has already provided a reference model for breaking through these barriers to TCM internationalization—leveraging cultural dissemination. In particular, due to cultural similarities and historical population migrations, Southeast Asia has shown a relatively high acceptance of TCM. Whether TCM services can be exported through cultural dissemination in these regions has become a key indicator for assessing a company's potential for international development.

Simply put, the spread of culture does not merely involve promoting the traditional concepts of Chinese medicine, but rather fully considering cultural barriers. By studying the local culture and tailoring the promotion of Chinese medicine culture to local beliefs, dietary habits, and traditional customs, it can be promoted in a way that is understandable to the locals. In other words, culture must undergo "translation" to take root more easily in the local context.

For example, Gufangtang in Singapore breaks down barriers by adopting the concept of "integrating TCM into daily life." Tailored to the physical characteristics of Singaporeans, they have developed distinctive standardized programs, such as climate-adaptive massages that incorporate techniques for dampness and heat dissipation suited to the humid tropical climate, specialized treatments for office workers suffering from stiff shoulders, neck tension, and mouse hand due to fascia relaxation, postpartum pelvic realignment massages coordinated with the traditional "sitting month" custom, management programs for adolescent scoliosis correction, and TCM’s traditionally strong suit—pain relief through massage.

It is precisely because of the cultural similarities in Southeast Asia that many TCM services choose these regions as their first stop overseas. For enterprises, being able to pass the test of the Southeast Asian market gives them the confidence to further expand into the European and American markets.

In addition to enterprises, some individuals who have been exploring overseas are also contributing to the international dissemination of Chinese medicine culture.

@kathyhealthtips, who specializes in teaching small tips for TCM health preservation, has nearly 2 million followers on TikTok. After completing her studies at Anhui University of Chinese Medicine, she went to Belgium to get a Master's degree in Public Health and obtained a licensed acupuncturist certification. She currently runs a clinic in Canada. In her spare time, she demonstrates various TCM methods to alleviate common sub-health symptoms that people suffer nowadays, such as insomnia, excess weight, double chin, dry eyes, sore lower back, and poor memory. From initial obscurity to the eventual admiration, the comment section is filled with amazement about TCM.

Kathy's video comments are full of praises for traditional Chinese medicine, as shown in the TikTok screenshot

Notably, Kathy's video does not promote the principles of TCM in a conventional way. Instead, it simplifies them into an energy network that connects the entire body. TCM uses acupuncture, nutrition, meditation, exercise, and massage to influence and stimulate this network, thereby regulating the body’s condition and improving health. This relatively straightforward explanation is more likely to gain audience acceptance during the dissemination process.

It can be seen that integrating into the local community is an essential step for TCM to go global. Meanwhile, incorporating the training of TCM talent into the local system after integrating into daily life is also a necessary condition for the sustainable development of TCM.

The history of TCM taking root in Hungary is a classic case of overseas cultivation of TCM talent.

Hungary was the first country in the European Union to legislate on traditional Chinese medicine. At the end of 2014, the Hungarian Parliament passed legislation legalizing the practice of traditional Chinese medicine; in 2015, the Hungarian National Human Resources Ministry established detailed rules for issuing practice licenses to TCM practitioners. With this, the qualification to practice traditional Chinese medicine finally received legal protection locally, and a related talent training system was also established.

It took nearly 30 years for traditional Chinese medicine to reach this point in Hungary, starting from scratch.

First, integrate into society on the basis of cultural identity. For instance, many years ago, the local TCM organization wrote health and wellness books in Hungarian, predicting the health problems that could be caused by the local diet. These predictions were later confirmed in a WHO report years later, making TCM health practices one of the guidelines for healthy living among the local population.

At the same time, in order to integrate TCM quickly into the local people's lives, the Central and Eastern European TCM Association and local TCM institutions have been holding free clinics for the public for more than 10 years. While addressing the health issues of the public, they have effectively expanded the influence of TCM. Currently, over 25% of the population in Hungary has accepted TCM therapies.

Free Clinic Event Site, Image Source: World Federation of Chinese Medicine Societies

Secondly, let "foreign TCM practitioners" promote TCM. The erosion of TCM discourse power often stems from a dwindling talent pool. After establishing a solid grassroots foundation, rapidly expanding the reservoir of TCM professionals becomes a critical issue for TCM's global outreach. Similar to the U.S. healthcare ecosystem, family doctors in Hungary are the medical professionals most accessible to the public. These practicing physicians are active in Hungary’s healthcare sector and represent the primary group to engage with. Over the past few decades, specialized TCM training programs, such as acupuncture, for thousands of practicing doctors have not only helped them expand their scope of practice and generate new revenue streams but also served as an effective channel for spreading TCM.

Interestingly, on the eve of the legalization of traditional Chinese medicine (TCM) in Hungary during a televised debate, local TCM organizations did not choose to have Chinese doctors against local doctors, which could easily provoke conflicts between TCM and Western medicine. Instead, they opted for Western TCM practitioners to participate, effectively avoiding barriers caused by ethnic differences. This approach shifted the focus to the issue of TCM as an effective complement to modern healthcare, paving the way for the smooth legislation of TCM in Hungary.

Finally, it is the establishment of a talent training mechanism. As various detailed rules have been established after legislation, Hungary has issued EU medical practice licenses to TCM practitioners and recognized the academic qualifications from higher TCM institutions in China. At the same time, renowned institutions such as the University of Pécs and Semmelweis University have collaborated with Chinese universities to conduct TCM teaching and research, promoting the localization of TCM education. By May 2025, the Confucius Institute of Traditional Chinese Medicine at the University of Pécs will have been established for 10 years, nurturing nearly 10,000 professionals.

At the same time, to deepen cooperation, both parties often organize talent exchange activities. For instance, in August that just passed, the "Chinese Bridge" summer camp of the Confucius Institute of Traditional Chinese Medicine at the University of Pécs, Hungary, hosted by the Center for Language Education and Cooperation under the Ministry of Education and organized by North China University of Science and Technology, brought students to Qian'an Hospital of Traditional Chinese Medicine for an immersive experience in traditional Chinese medicine culture. Hungarian youth observed traditional Chinese medical treatments, gained a deeper understanding of the history of Chinese medicine, and personally participated in various hands-on activities.

Notably, it is not only in Hungary but also in countries such as the UK, Poland, France, Austria, and the Netherlands that the implementation of standardized training and certification systems for TCM practitioners is gradually being achieved through scientific research collaboration, curriculum introduction, and medical certification. Furthermore, thanks to the establishment of the International Organization for Standardization's Technical Committee on Traditional Chinese Medicine, the development of various TCM standards has made the cultivation of talent in various countries increasingly formalized.

A Chinese medicine student studying in Australia told VCBeat that the teaching of Chinese medicine in Australia is quite formal. Both local and international students are required to complete a four-year program, covering subjects such as anatomy, biochemistry, histology, physiology, pathophysiology, microbiology, pathology, clinical diagnostics, and pharmacology. During holidays, there are exchange programs for students to study back in their home country. Starting from the second semester, clinical practice is required, with a total of 900 hours of supervised practice, covering at least 410 cases. Afterward, students must pass a registration examination and complete clinical internship requirements before they can legally practice.

Talent base is "soft power," and the overseas expansion of TCM services relies more on the "hard support" of the industry chain.

As overseas markets gradually open up, China's TCM industry will be driven to upgrade, such as the new business models empowered by digitalization, utilizing modern tools like AI. The integration of cutting-edge technologies with the TCM service industry can assist young TCM practitioners worldwide in improving efficiency, along with the efficient application of Internet and IoT platforms. Moreover, for TCM services to truly take root in overseas markets, they must adhere to their core values while actively engaging with foreign healthcare systems, integrating with modern medicine, finding their own positioning within these systems, and demonstrating their unique value.