The 22nd WCCM Sub-Venue-2025 China Time-honored TCM Development Conference cum Global Dialogue on the Safeguarding and Sharing of TCM’s Intangible Cultural Heritage Successfully Concludes in Sydney
From October 30th to November 1st, 2025, the 22nd World Congress of Chinese Medicine was grandly held at the International Convention Centre Sydney in Australia. Held concurrently as a specialized parallel session, the 2025 China Time-honored TCM Development Conference cum Global Dialogue on the Safeguarding and Sharing of TCM’s Intangible Cultural Heritage took place. As a key event under the Ministry of Commerce's "Time-Honored Brands Carnival," the conference centered on the theme "Enduring Brands, Continuation of Civilization." It was jointly hosted by the World Federation of Chinese Medicine Societies (WFCMS) and Shandong Time-honored Brand Enterprise Association. Distinguished attendees included Academician of the Chinese Academy of Engineering and Master of Traditional Chinese Medicine Zhang Boli; Li Yu, Vice Chairman and Secretary-General of WFCMS; Zhang Qicheng, Vice Chairman Honorary President of the International Association of I-Ching Studies; Consuls of the Consulate General of the People’s Republic of China in Sydney, Zhu Haining and Qin Kaihong; alongside government representatives, experts, scholars, leaders of industry associations, corporate representatives, and media from around the globe. They gathered to jointly chart a new blueprint for the inheritance, innovation, and global development of time-honored TCM brands. The conference was presided over by Wei Zijie, Executive Vice President and Secretary-General of the Shandong Time-honored Brand Enterprise Association.
In his address, Zhu Haining stated that time-honored TCM enterprises bear profound historical heritage and exquisite craftsmanship, serving as vital carriers for the "going global" of China's excellent traditional culture. They should fully leverage their strengths to introduce mature business models and service philosophies to the world through international exchanges and cooperation, allowing high-quality TCM products to benefit more people globally.
Zhang Qicheng, from a perspective of civilizational exchange and mutual learning, pointed out that time-honored TCM brands are "living heritage" connecting ancient and modern, China and the world. Current efforts, including clarifying brand cultural narratives and accelerating the establishment of the "China Time-Honored TCM Brands Museum," are propelling the global sharing and development of these brands.
Li Xinhua, Vice President of Dong-E-E-Jiao Co., Ltd., shared the company's contemporary innovation practices. He stated that as a time-honored Chinese brand, Dong-E-E-Jiao is committed to upholding authentic quality, deepening scientific research and innovation, and expanding global health and wellness cooperation, contributing Chinese wisdom and solutions to TCM internationalization and the community of shared health for mankind.
Song Wenyong, Deputy Director of the Guizhou Provincial Administration of Traditional Chinese Medicine, introduced the "Guizhou Model" from a local perspective. This model leverages rich medicinal resources and intangible cultural heritage projects to promote the development of the entire TCM industrial chain.
During the thematic report session, Wang Jing, Director of the International Liaison Department of WFCMS, systematically summarized the achievements of the "TCM Time-Honored Brands Collaborative Innovation Center" since its establishment one year ago. For the first time, she announced a global co-construction plan centered on "Five Key Directions," covering the establishment of overseas cultural centers, alignment with international standards, and specialized scientific and technological services, among other areas.
Lian Zenglin, Vice Chairman of Centre France Chine de la Médecine Chinoise, shared that as the first "China Time-honored Brand TCM Overseas Cultural Center," their center successfully collaborated with 11 TCM time-honored brands to set up permanent exhibition zones over the past year. Hosting multiple industry matchmaking and brand promotion events for these brands, they achieved a crucial breakthrough from cultural display to industrial implementation, providing a replicable success model for subsequent overseas centers.
At the market and regulatory level, Sam Shan, President of the Australia Shandong General Association and Chairman of eBest Group, highlighted e-commerce as a "new bridge" for TCM's global expansion and proposed key pathways such as standardization and digitalization.
Max Ma, President of the Chinese Medicine Industry Council of Australia, stated that practical efforts, including professional communication to promote mutual recognition of standards, are effectively improving the regulatory environment in Australia, instilling confidence for the compliant market entry of time-honored brands.
In a thematic panel discussion led by Zhang Boli, guests including Chen Longjian (Vice President of Shan Dong Dong-E-E-Jiao Co., Ltd.), Su Guangfeng (President of theGuangzhou Time-honored Brand Association), and Zhou Haili (Secretary-General of the Working Committee of TCM Museums, WFCMS) engaged in an in-depth dialogue on "International Promotion and Innovative Development of Time-Honored TCM Brands."
From a cultural perspective, Zhang Boli elaborated on the essence of TCM's global outreach. He emphasized that TCM, as an outstanding representative of China's excellent traditional culture, should base its overseas promotion on a "culture-first" concept, following the objective law of "moistening things silently and letting things take their natural course." Maintaining strategic resolve while innovating methods and pathways is crucial. He advocated leveraging modern technology to empower traditional medicine, establishing a clinical evaluation system for Chinese medicine that complies with international norms, and building a dual-support registration pathway based on traditional experience and modern scientific evidence. Simultaneously, attention should be paid to integrating TCM promotion into national people-to-people and cultural exchange mechanisms. Through diverse methods like establishing overseas TCM centers and conducting international scientific research cooperation, the world can gain a more comprehensive understanding of the holistic view, systems theory, and other Eastern wisdom embedded in TCM, contributing Chinese solutions to building a global community of health for all.
Chen Longjian shared Dong-E-E-Jiao's practices in standardization and brand rejuvenation. Su Guangfeng introduced explorations in the clustered global expansion of Guangzhou's time-honored brands. Zhou Haili, from a cultural communication angle, emphasized the vital role of museums in presenting TCM history and wisdom.
Furthermore, institutions including Dong-E-E-Jiao, Pan Gaoshou, Wanglaoji, Jing Xiu Tang, and the Dongbi Tang Museum jointly made donations to the "China Time-honored Brand TCM Overseas Cultural Center (France)." This marks an upgrade in TCM internationalization from the solitary "product export" to the collaborative advancement of "cultural export" and "ecological co-construction."
In his concluding remarks, Li Yu, Vice Chairman and Secretary-General of WFCMS, announced that during the opening ceremony of the 22nd World Congress of Chinese Medicine, the world's second "China Time-honored Brand TCM Overseas Cultural Center" was officially established in Australia, serving as a bridgehead for showcasing TCM products and services in Oceania. WFCMS will continue to leverage its advantages as an international organization's platform and channel, integrating global resources to provide comprehensive support for time-honored TCM brands to "go global in clusters," jointly promoting the high-quality integration of TCM into the global health system.
It is reported that co-organizers of this sub-venue included the Working Committee of TCM Museums of WFCMS, the Industrial Development Committee of Traditional Chinese Medicine Intangible Cultural Heritage of WFCMS, Specialty committee of Chinese Medicine Culture, The Industrial Committee of Traditional Chinese Medicine Painting and Calligraphy of WFCMS, The Development Committee of Chinese Medicine-Oriented Cultural & Creative Industries of WFCMS, and the Guangzhou Time-Honored Brands Association. Starting this year, the China Time-Honored TCM Brands Development Conference will be jointly hosted by WFCMS (also designated as the Ministry of Commerce's Time-Honored Brands Collaborative Innovation Center) and the Shandong Time-Honored Brands Enterprise Association, with one session held annually within China and another overseas. This initiative aims to jointly propel time-honored TCM enterprises from "physical aggregation" towards "chemical fusion," creating a high-quality TCM industrial ecosystem integrating R&D, production, culture, commerce, and services, collectively composing a splendid chapter for the era of time-honored TCM brands.
