The photo shows the unique Han architectural style of the Medical Sage Ancestral Temple, now known as the Zhang Zhongjing Museum, in Nanyang, Central China's Henan province. [Photo provided to chinadaily.com.cn]

"Walking into this place, one can feel the strong atmosphere of traditional Chinese medicine culture everywhere," said Liu Haiyan, curator of the Zhang Zhongjing Museum, which commemorates one of China's great medicine experts, Zhang Zhongjing.

According to Liu, the museum embodies the concept of "pan-museum", where each element, from bricks and tiles to blades of grass, flowers, and plants, showcases the profound essence of traditional Chinese medicine.

Beyond the main structure, there are also other facilities for visitors to delve into the traditional Chinese medicine culture, explore the Chinese herbal medicine, learn the Chinese anti-epidemic history and partake in traditional Chinese medicine treatment, all contributing to a comprehensive experience within the traditional Chinese medicine museum structure.

An aerial photo shows visitors touring the Medical Sage Cultural Park in Nanyang, Central China's Henan province. [Photo provided to chinadaily.com.cn]

In recent years, Nanyang has actively developed the traditional Chinese medicine cultural industry, emphasizing the preservation and promotion of traditional medicine values. The Medical Sage Cultural Park built around the museum is an exemplar to promote the Zhang Zhongjing cultural IP.

"Based on the national traditional Chinese medicine service export platform, the park will establish a comprehensive traditional Chinese medicine cultural complex, integrating the functions of cultural inheritance, education and training, tourism and healthcare, international conferences, and global trade," Liu said.

He added that the cultural park uniquely combines culture and industry, leveraging culture to drive industrial growth and industry to support cultural inheritance, vividly demonstrating Nanyang's innovative efforts in inheriting the essence of traditional Chinese medicine.

An inside view of the Zhang Zhongjing Musuem in Nanyang, Central China's Henan province. [Photo provided to chinadaily.com.cn]

This year, the red wall on the west side of the cultural park went viral as many citizens went there to take photos and posted them online, drawing numerous visitors eager to capture the moments at the site.

Moreover, the park has come up with new ideas to promote the traditional Chinese medicine culture, opening a Zhongjing Drink Shop, a neo-Chinese style tea shop, offering a range of traditional Chinese medicine beverages crafted from authentic herbs.

Embracing the concept of food and medicine sharing common roots, the drinks blend traditional Chinese medicine formulations with flavors appealing to younger generations, infusing new vitality into traditional Chinese medicine culture. The tea shop has already established a chain brand in Nanyang, indicating a growing industrial trend.

Through the fusion of historical reverence and modern energy, the Medical Sage Cultural Park cultivates a rich cultural ambiance and serves as a gateway for individuals to immerse themselves in the traditional Chinese medicine culture.

A doctor checks the pulse of a tourist at the Medical Sage Cultural Park in Nanyang, Central China's Henan province, on Aug 18, 2024. [Photo by Dong Senhe/chinadaily.com.cn]

Photo taken on Aug 18, 2024 shows the neo-Chinese style tea shop, Zhongjing Drink Shop, in Nanyang, Central China's Henan province. [Photo by Dong Senhe/chinadaily.com.cn]