Recently, in the bustling Wangfujing Station hall of the Beijing subway, elegant traditional Chinese decorations are catching the eyes of passersby. These decorations, towering between 2 to 4 meters high, wrap around pillars showcasing Tongrentang's products and cultural elements in a 360-degree fashion. Passengers can't help but slow down, taking photos to mark their visit. The "Beijing Tongrentang Traditional Chinese Medicine Culture Theme Station" is a subway communication project meticulously crafted by Tongrentang Group to support the capital's "Xingxiang" project. The 47-square-meter exhibition space is centered around a new immersive cultural experience, featuring areas dedicated to Tongrentang's historical and cultural heritage, intangible cultural heritage and representative variety displays, as well as an interactive photo spot at the Tongrentang Herb Hall, allowing passengers to immerse themselves in the charm of traditional Chinese medicine.

The three main functional areas blend traditional Chinese retro styles with vibrant color elements, creatively extending aspects of herbs, culture, techniques, products, and more, showcasing the essence of traditional Chinese medicine culture while embodying Tongrentang's progressive image. Exiting the subway, passengers are greeted with tidbits of traditional Chinese medicine knowledge, increasing awareness of the Tongrentang brand and helping to boost foot traffic to nearby pharmacies. Additionally, Tongrentang Group is leveraging the subway as a promotional platform, gradually placing lightbox advertisements at high-traffic stations like Chongwen Men, Ciqi Kou, Qianmen and Guomao, and opting to create brand-themed subway cars on Beijing Metro Lines 5 and 7, forming a communication matrix of "one core, two lines, specific stations, complete coverage," allowing passengers to feel the warmth and care of the Tongrentang brand and products.

Translator: FENG Haoxuan 

Reviewer: JIANG Yuanqin