A sharp hit of ginger, a squeeze of lemon and a lingering warmth that runs from mouth to belly, turmeric drinks, dubbed "liquid gold" by young consumers, are emerging as hot winter hits in the country, a signal of the rise of health-focused beverages.

Sales figures from Tmall show that during the Nov 11 shopping festival, which started on Oct 20, sales of turmeric-based "ginger shots" surged 14-fold from the beginning to the end of the buying frenzy. The momentum reflects a broader shift among younger consumers toward so-called "food-as-medicine" products, a category that blends traditional wellness concepts with modern convenience.

Small-format turmeric drinks have been among the biggest beneficiaries. A 50-milliliter turmeric shot sold by Yololand has recorded more than 50,000 units in online sales, along with brands such as So Acai and Super Morning. Oatly has rolled out a turmeric-flavored oat milk that has also gained traction on e-commerce platforms.

At stores operated by Hema Fresh, turmeric and ginger-based drinks have secured space alongside juices and functional beverages in refrigerated displays. A high-pressure processed turmeric-ginger-lemon is priced at 8.9 yuan ($1.25).

Consumers on social media reviews frequently describe the first sip as "spicy", "pungent" or even "hard to finish", driven by the strong ginger heat and acidic lemon notes.

The rise of turmeric drinks is closely tied to growing interest in "natural anti-inflammatory" claims and light wellness management among China's urban youth, according to industry experts.

"Turmeric drinks have become a hot topic on social media. But the actual benefits vary widely from person-to-person," said Jason Yu, general manager of CTR Market Research. "What's really driving the trend is the underlying demand for managing subhealth conditions, combined with a flavor profile that naturally generates discussion."

Yu added that the popularity of ginger shots in Western markets — often marketed as a "superfood" — has helped raise interest in the category in China.

Still, sustaining growth will not be easy. Zhu Danpeng, a food industry analyst, said the rapid rise of turmeric drinks reflects how novelty-driven consumption shapes the behavior of younger shoppers. "At its core, a beverage still needs to taste good," Zhu said.

Turmeric drinks are only one slice of a fast-expanding wellness beverage segment. Industry data point to significant room for growth. According to a report by iiMedia Research, China's health tea and wellness beverage market is expected to reach 64.27 billion this year, up 25.3 percent from a year earlier, and could surpass 100 billion yuan by 2028.