— On September 17, the 23rd China-ASEAN Expo opened in Nanning, Guangxi. Invited to exhibit at the expo, Pien Tze Huang presented a wide-ranging health and wellness portfolio and highlighted the heritage behind its traditional craftsmanship.
Traditional Chinese Medicine (TCM) is an important part of China’s cultural heritage, serving as a bridge for exchange among civilizations. Its reach now extends to 196 countries and regions. TCM has also become an important area of cooperation between China and ASEAN, the European Union and the African Union, as well as within the Shanghai Cooperation Organisation and BRICS.
As TCM continues to expand globally, Pien Tze Huang, a traditional medicinal product originating in Zhangzhou, Fujian, has travelled along the historic routes of the Maritime Silk Road. From the luggage of overseas Chinese migrants to retail shelves abroad, and from word-of-mouth recognition within local communities to wider cross-cultural engagement, its journey illustrates the growing global reach of Chinese herbs.
Along the Maritime Silk Road: A Medicine Carried by Overseas Chinese
Pien Tze Huang traces its origins to the Jiajing reign (1522–1566) of the Ming dynasty. Its traditional production technique is included in China’s national intangible cultural heritage list, while its formula and manufacturing process are protected under China’s state secrecy framework.
In the modern era, large numbers of people from southern Fujian left their hometowns for Southeast Asia in search of a livelihood. Living and working in the region’s hot and humid climate, they often faced illness and work-related injuries. Pien Tze Huang was among the traditional remedies they carried with them from home and gradually became familiar within overseas Chinese communities.
Its reputation within overseas Chinese communities helped Pien Tze Huang establish an early foothold in Southeast Asia, marking the beginning of its international journey along the Maritime Silk Road. Beyond the circulation of the medicine itself, overseas Chinese also brought TCM approaches to disease prevention and treatment, along with traditional health and wellness practices to Southeast Asia. This small pill became a link to home and part of the broader spread of TCM across Southeast Asia.
From Chinese Communities to Southeast Asian Retail Shelves
Fujian was an important starting point and one of the birthplaces of the ancient Maritime Silk Road. Today, it is also a core area of the 21st-Century Maritime Silk Road and plays an important role in Belt and Road cooperation, providing favorable conditions for Pien Tze Huang’s international expansion.
In recent years, Pien Tze Huang has conducted research with institutions in China and abroad, with related findings published in international journals. These studies have provided scientific insights into the value of TCM. Based on its core pharmaceutical business, the company has also expanded into health foods, products made with ingredients traditionally used as both food and medicine, and personal care products. Together, these offerings form a wide-ranging health and wellness portfolio, providing a diverse product base for the company’s international expansion. As part of its overseas expansion, Pien Tze Huang has worked to meet local pharmaceutical regulatory requirements across Southeast Asia, obtaining drug registrations in Indonesia, Thailand, Singapore, Malaysia and other countries. It has also appointed a new distributor in Canada and completed initial product exports to the Canadian market. In parallel, it is advancing registration procedures for additional product lines in Thailand, Vietnam and other markets.
Fu An Tang, a century-old TCM pharmacy in Bangkok’s Chinatown, was founded by Yang Youzheng, whose ancestral home is Zhangzhou, Fujian. The pharmacy has served as an authorized distributor of Pien Tze Huang since 1983.
“Over the years, Pien Tze Huang has gained growing recognition among Thai consumers,” said Yang Baojun, manager of Fu An Tang’s international business division.Today, Pien Tze Huang has 22 dedicated retail counters across Thailand, Hong Kong and Macao, expanding its reach from Chinese communities to a broader local consumer base.
Beyond brick-and-mortar pharmacies and overseas Chinese distributors, Pien Tze Huang is also leveraging Fujian’s cross-border e-commerce strengths to expand its online presence in international markets. Fujian Minjing Industry, a local cross-border e-commerce company, has partnered with Pien Tze Huang to promote its cosmetics on TikTok and jointly develop markets across Southeast Asia.
“There is still significant growth potential for Pien Tze Huang in Southeast Asia,” said Guo Wanquan, general manager of Fujian Minjing Industry. “By expanding overseas, we aim to bring Pien Tze Huang’s quality products to consumers across Southeast Asia more quickly.”
Looking Ahead: The Next Phase of Global Growth
Traditional Chinese Medicine has its roots in China and reaches far beyond national borders.
In July 2026, Chinese authorities issued the Plan for the Revitalization and Development of Traditional Chinese Medicine during the 15th Five-Year Plan Period (2026–2030). The plan calls for stronger mechanisms for the preservation and innovative development of TCM, faster modernization, and a broader international reach. Pien Tze Huang was selected for the first batch of China’s Top Consumer Brands “Historical Classics” list released by the Ministry of Industry and Information Technology of China. For years, it has ranked among China’s leading individual proprietary Chinese medicine products by export earnings.
Beyond product exports, the company has also sought to build international visibility through brand communication and cultural exchange. In September 2025, the brand appeared on a digital billboard in New York’s Times Square, presenting TCM heritage to an international audience. It has also participated in international exchange events, including the Kuliang Forum, the 2025 China-Central Asia Media Cooperation Forum and the 2025 Eurasia Commodity and Trade Expo. Through these multilateral platforms, it has introduced Chinese perspectives on health and wellbeing to the world.
A single medicine brings together the heritage of a nationally recognized traditional production technique, memories of the Maritime Silk Road, and the modernization and international expansion of China’s TCM health and wellness industry. Moving beyond simply entering overseas markets, Pien Tze Huang is working to build deeper local connections, share the story of TCM with international audiences, and contribute to broader global health cooperation.
Contact Info:
Name: Ms.Cai
Email: Send Email
Organization: Zhangzhou Pien Tze Huang Pharmaceutical Co., Ltd.
Website: https://www.zzpzh.com/gsjs/index_129.aspx
Release ID: 89203822
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