In East China's Zhejiang province, summer temperatures can approach 38 C, yet 32-year-old Lu Huanhuan deliberately added more heat.
Inside a room without air-conditioning, she applied moxibustion to selected acupuncture points on her back.
The heat-based traditional Chinese medicine practice is associated with sanfu, the hottest period of summer, which runs until Aug 23 this year. Within 10 minutes, warmth spread across her skin.
"This is my fourth year practicing it," Lu said. "The biggest change I have noticed is that my feet no longer feel constantly cold in winter."
According to TCM theories, the practice follows the principle of "treating winter illnesses in summer". Warming therapies are used during the hottest months in the belief that they can help restore balance in the body and prepare it for colder conditions in winter.
Lu is among a growing number of young people embracing TCM-inspired wellness. Lu shares her routines on Xiaohongshu, also known as RedNote, where she has attracted about 150,000 followers, more than half of whom are aged between 20 and 35.
South African TCM practitioner Shannah Rose Erasmus frequently sees long queues for sanfu moxibustion, with young adults accounting for 30 to 40 percent of her patients during peak periods. "Young people are increasingly looking for holistic and sustainable ways to better care for their bodies, rather than simply relying on symptom-suppressing pharmaceuticals," she said.
Erasmus, 28, is a PhD student at Shanghai University of Traditional Chinese Medicine who has studied TCM for over 10 years. She explained that the therapy is used across departments, treating musculoskeletal issues, winter-aggravated conditions and immune-related skin disorders.
"Although sanfu moxibustion is widely used, it is not suitable for everyone," Erasmus said, cautioning that pregnant women, people with acute infections or fever and those with sensitive or damaged skin should avoid it.
Beyond clinical treatments, she offered simple daily wellness tips for sanfu — cut down on cold beverages and raw foods, avoid abrupt temperature changes from heavy air-conditioning and keep living spaces well-ventilated.
Erasmus has also noticed a steady rise in foreign visitors seeking TCM treatments at the hospital in Shanghai where she works. "Although international patients still represent a smaller group — roughly 5 to 10 percent — interest among expat wellness seekers has grown noticeably," she said.
That overseas appeal is also visible in Xi'an, Northwest China's Shaanxi province, where Tunisian entrepreneur Emna, 28, is based. She works with her Chinese partner, Liu Mi, at Global Xi'aners, a cross-cultural exchange platform founded by Liu in 2024.
The duo noticed an online trend known as "Becoming Chinese", in which young people overseas post videos of themselves drinking hot water, soaking goji berries or preparing red date tea — habits commonly associated with Chinese wellness culture.
To help participants better understand the ideas behind these practices, Emna and Liu organized a visit to a TCM clinic in Xi'an.
On June 20, they invited 12 young people from countries including Pakistan, Morocco and Iran. Under the guidance of practitioners, the participants learned basic TCM theories, underwent pulse diagnosis and acupuncture and made herbal sachets.
Liu said they were particularly curious about pulse diagnosis and how practitioners interpreted their physical condition through it.
Despite the rising popularity of TCM wellness content on overseas social media, Erasmus, the South African TCM practitioner, advised newcomers to seek out licensed practitioners, rather than blindly follow online trends, and to approach TCM with patience and an open mind.
"Treat TCM as medicine, not as a trend," she said. "TCM is not a quick fix; it is a gradual process focused on restoring long-term balance."
