Jinan is bringing traditional Chinese medicine (TCM) into everyday life through a cultural tourism program that combines heritage, wellness experiences, and industry innovation.

The 2026 Bian Que's Hometown TCM Cultural Tourism Experience Week opened in Jinan on Sept 19, introducing a range of initiatives to promote TCM culture and expand its role in daily life.

At the opening ceremony, a new series of books on TCM culture was released. The series provides a systematic overview of basic TCM theories and explains TCM-related content in current school textbooks, offering references for primary and secondary school teachers.

The event also highlighted Changqing district, the hometown of Bian Que, a medical pioneer from the Warring States Period (475 BC–221 BC). The district unveiled a series of immersive tourism experiences featuring destinations such as Lingyan Temple and Wufeng Mountain, as well as a Changqing medicinal cuisine banquet.

The week also serves as a platform for industry development. A TCM industry alliance for digital and intelligent development was launched and a project agreement was signed, strengthening collaboration among universities, businesses, and research institutions and supporting the digitalization of the sector.

Jinan has also made TCM cultural markets a regular feature of city life. More than 70 markets have been held across the city this year, and 22 are scheduled to take place across the city's 15 districts and zones in September. The markets offer experiences ranging from medicinal cuisine and traditional wellness practices to cultural products and health consultations, providing residents with accessible ways to explore TCM.

Practitioners provide a consultation at a TCM cultural market in Jinan. [Photo/Dazhong News]