The check-in area showcases various traditional Chinese medicines (TCM) and classic prescriptions, while the interactive experience area demonstrates traditional TCM techniques. Recently, the White Pagoda Temple Pharmacy on Fuchengmen Nei Street has been refreshed, breaking away from the conventional pharmacy format to become a “fun pharmacy” where customers can experience TCM culture up close. Additionally, by hosting diverse TCM educational activities in the pharmacy at irregular intervals, it has adopted a pharmacy + “museum-like” model. “This is an innovative new attempt,” said a spokesperson for Beijing White Pagoda Temple Pharmacy.
Creating a “Museum-like” Traditional Chinese Medicine Space
The White Pagoda Temple Pharmacy, established in 1872, has a 152-year history, originally known as Qi Hui Tang and Da He Tang.
The pharmacy has undergone several renovations throughout its history. In 1953, Qi Hui Tang and Da He Tang pharmacies were nationalized and became the Second Branch of the Beijing Corporation of China Pharmaceutical Company. At the end of the 1970s, the “State-Owned Second Branch” and the Xicheng District Herbal Medicine Company built a five-story building on the original site, which reopened in 1980 as the White Pagoda Temple Pharmacy. In 2013, to align with the renovation of the Fuju Scenic Cultural Street, the pharmacy was reduced to two stories and refurbished, retaining the Ming and Qing dynasty-style “Deer Cauldron” exterior that was constructed at that time.
In this year's renovation, an interactive wall displaying various prescriptions has been set up on the first floor of the pharmacy. Customers can not only see the actual herbs used in different prescriptions but also scan QR codes to watch pharmacists explain them. The traditional sales counter has been replaced with open shelves. On the second floor, the open herbal medicine dispensing area and Miaoying Hall TCM Clinic have been retained, and a cultural and creative hall has been innovatively established to exhibit various TCM-themed products like fridge magnets and sachets. Also displayed on the second floor are medicinal insects such as scorpions, centipedes, leeches, and ground beetles, which caught the attention of Ms. Liu, a local resident, who said, “I never expected to learn so much just browsing around a pharmacy; this is my first time seeing live leeches and centipedes.”
The interactive wall at the White Pagoda Temple Pharmacy displays various prescriptions, allowing customers to see the actual herbs used and scan QR codes to watch pharmacists' explanations. Photo by Chen Lin, Beijing News.
The renovation also introduced an interactive experience area where various TCM educational activities are held. “Today we are demonstrating the traditional skills of making TCM honey pills and water pills,” explained the pharmacist on-site. During the educational activity period from June 3rd to 9th, customers could participate in activities like making TCM Ganoderma lucidum bonsais, TCM fans, and Dragon Boat Festival sachets.
“Through this upgrade, we have embarked on the concept of a ‘fun pharmacy,'” said a spokesperson for the White Pagoda Temple Pharmacy. They hope to educate more people about the profound heritage and unique charm of TCM through physical displays and hands-on interactive experiences. Additionally, they plan to regularly host diverse TCM educational activities in the pharmacy to truly realize the pharmacy + “museum-like” model and promote TCM culture.
Medicinal insects such as scorpions, centipedes, leeches, and ground beetles displayed on the second floor of the White Pagoda Temple Pharmacy have attracted children's attention. Photo by Chen Lin, Beijing News.
Time-honored Brands Frequently Cross Boundaries
In recent years, the pace of innovation among time-honored brands has accelerated. Examples include the Beijing Daoxiangcun Mooncake Experience Store, Quanjude Zhongzhou Shili, and a series of cross-branded products from Maotai, some of which have become extremely popular. The White Pagoda Temple Pharmacy has also been actively exploring cross-boundary diversified operations, developing TCM cultural and creative products. Popular items include gypsum seals (raw plaster), Siwu Decoction postcards, old prescription stamps, and a series of herbal medicine fridge magnets. The “Yao Coffee” at the White Pagoda Temple Pharmacy has already become a popular check-in spot. On May 27th, the pharmacy launched its first high-end TCM health project, the Qi Hui Miaoying Hall TCM Clinic.
A relevant official from the Beijing Municipal Commission of Commerce stated that Beijing has implemented many policies to support the innovative development of time-honored brands.
In 2018, Beijing issued the “Several Opinions on Promoting the Inheritance and Development of Time-honored Brands in Beijing,” implementing five major projects: solid foundation strengthening, cultural promotion, brand protection, innovation and development, and reform enhancement. In 2023, the Municipal Commission of Commerce, along with nine other departments, issued the “Action Plan for Further Promoting the Innovative Development of Time-honored Brands in Beijing (2023-2025),” proposing “ten actions” with 30 measures in four aspects: protection, inheritance, innovation, and development. Various departments at the city and district levels collaborate to encourage comprehensive innovation in product services, technology, marketing strategies, and collective displays. Last October, the “Notice on Applying for Time-honored Brand Inheritance and Development Projects in 2023” was released, supporting the construction or renovation of time-honored brand stores and museums, and live-streaming sales. Among these, the highest financial support for live-streaming sales and scene transformation by time-honored brands is one million yuan.
The open herbal medicine dispensing area on the second floor of the White Pagoda Temple Pharmacy. Photo by Chen Lin, Beijing News.
In April, the Beijing Municipal Commission of Commerce and seven other departments jointly issued and implemented the “Action Plan for Promoting the High-quality Development of Diverse Consumption Formats,” proposing “product and service out-of-the-box attraction” as a key task. It encourages market entities to engage in cross-sector operations and inter-industry cooperation, cultivating new domestic consumption brands by tapping into urban intellectual property resources.
“The innovation of time-honored brands injects vitality into the consumer market and is key to their long-term development,” said Lai Yang, a member of the expert committee of the China General Chamber of Commerce and Executive Vice President of the Beijing Commercial Economics Association, in an interview. “Throughout history, all time-honored brands have continuously innovated. The fundamental reason why they became leading brands in their time was due to innovations in business models and products.”
In the interactive experience area, the pharmacist demonstrates traditional skills for making TCM honey pills and water pills. Photo by Chen Lin, Beijing News.
He stated that the advantage of time-honored brands lies in their “age,” such as their old brands, techniques, and good reputations. However, they face a new generation of consumers and must adapt to trends, actively attracting young people with innovative products, services, and concepts to remain evergreen. He emphasized that the innovative development of time-honored brands cannot be static; they must align with modern lifestyles. “Digitalization is an inescapable backdrop of our times. Under the influence of the internet, a product can instantly become popular nationwide, sparking a craze for purchases.” However, creating buzz requires blending the unique heritage and skill传承 of time-honored brands with fashionable values to gain market recognition and ensure their evergreen status while leading consumption trends.