An event in Shanghai is offering visitors immersive experiences in traditional Chinese medicine. Running from Friday through April 12 at Ruihong Xintiandi shopping complex, the festival transforms ancient practices into accessible experiences for contemporary city dwellers through interactive exhibitions, professional consultations, and hands-on activities.

"We've observed growing conversations around health preservation and herbal remedies among our visitors," Xia Zhiyi, marketing and promotions assistant general manager at Ruihong Xintiandi, said. "This reflects urban consumers' needs amid their fast-paced lives."

She noted last year's inaugural festival drove a 15 percent increase in foot traffic and a 13 percent boost in sales.

The festival brings together dozens of TCM cultural heritage inheritors and medical experts alongside more than 20 specialized TCM brands, creating a comprehensive showcase of this ancient medical tradition.

Visitors can experience a range of therapeutic services, including massage therapy, acupuncture, and personalized herbal prescriptions. The festival features complimentary traditional diagnostic services paired with an AI-powered smart consultation area, providing individualized health assessments and treatment recommendations.

The culinary section offers visitors new interpretations of medicinal herbs incorporated into pastries, teas, and even ice cream. Interactive cultural activities allow participants to create herbal playing cards and traditional aromatic sachets.

"I grew up in France but have always been interested in TCM,"  Celine Berbinau, a French visitor at the event, said.

"Hosting this event in a shopping center where people already come to dine and shop makes experiencing traditional medicine so accessible."