The Ginseng Fragrance of the Travel Route, Blessings for Malaysia
-Grand Kick Off of Changbai Mountain Ginseng Culture & Trade Tour (Malaysia Leg) on May 27

Where the delicate ginseng aroma of Changbai Mountain meets the diverse glamour of Kuala Lumpur, and where millennia‑old Traditional Chinese Medicine (TCM) wisdom engages with Southeast Asia’s health and wellness demands, a remarkable event is on the horizon. From 10:00 to 18:00 on May 27, 2026, the Changbai Mountain Ginseng Culture & Trade Tour (Malaysia Leg), themed The Ginseng Fragrance of the Travel Route, Blessings for Malaysia, will grandly open at EKO Cheras Mall, Cheras, Kuala Lumpur. Co-hosted by the National Administration of Traditional Chinese Medicine of China, the Chinese Embassy in Malaysia, Jilin Provincial Party Committee and the People’s Government of Jilin Province, this event warmly invites elites from all walks of life in China and Malaysia to join a wellness gathering featuring cultural exchange and win‑win trade cooperation.

Event Origin: Elevate the Changbai Mountain Ginseng Brand & Share Oriental Wellness Wisdom

Changbai Mountain in Jilin, China, a globally recognized core zone of the “gene bank of Chinese medicinal materials” and the northern herbal medicine base, nurtures Changbai Mountain ginseng, hailed as the “King of All Herbs”. As Jilin’s most representative specialty resource, Changbai Mountain ginseng embodies thousands of years of TCM heritage. It serves as a core symbol of traditional Chinese wellness culture, and a premium brand for China to consolidate its status as the home country of ginseng and promote TCM worldwide.

 this event presents Changbai Mountain ginseng and TCM culture as a health gift from China to Southeast Asian countries. Leveraging TCM cooperation opportunities under the Belt and Road Initiative, it builds an integrated platform for cultural exchange, brand exhibition and trade matchmaking. It enables people in Southeast Asia to understand ginseng culture, recognize the value of TCM, facilitates Changbai Mountain ginseng’s entry into Southeast Asia’s high-end health-care market, and contributes to building a global community of shared health for mankind.

Event Highlights: Dual-Driven by Culture & Trade, Immersive Experience with Rich Content

Boasting a strong lineup and diverse activities, the event gathers around 260 participants including political, business and TCM elites from China and Malaysia, as well as mainstream media representatives. It features a full-chain activity system comprising the opening ceremony, cultural performances, product exhibitions, targeted business matching and cooperation signing.

Grand Opening Ceremony: Distinguished Guests Gather to Launch the Event

A solemn opening ceremony will be held on the event day. Leaders from the Chinese Embassy in Malaysia and the Jilin Provincial delegation will deliver speeches. The special mark for Changbai Mountain ginseng national geographical indication will be officially unveiled in Malaysia. Meanwhile, plaques will be awarded to the Changbai Mountain Ginseng Exhibition & Experience Center in Malaysia and the China-Malaysia Zhongjing TCM Center as a Cultural Education Base for TCM (Changbai Mountain Ginseng), laying a new foundation for China‑Malaysia cooperation on ginseng and TCM.

A special TCM cultural sharing session will take place on site. Malaysian experts will share insights on TCM and ginseng culture, while professors from Changchun University of Chinese Medicine will elaborate on longevity wisdom related to ginseng in traditional Chinese medicine, its scientific consumption methods and global applications. Professors from Changchun University of Chinese Medicine will also give demonstrations and interactive teaching of Tai Chi, Baduanjin and Tai Chi Fan, showcasing the charm of traditional wellness exercises and conveying the TCM philosophy of “yin-yang balance and harmony between man and nature”.

16 Featured Booths: One-Stop Appreciation of Premium Changbai Mountain Ginseng Products

Sixteen high-quality booths will be set up, including 10 for ginseng enterprises and 6 for TCM culture displays:

Ginseng Enterprise Zone: Ten core ginseng enterprises from Jilin Province will exhibit a full range of products including wild mountain ginseng, red ginseng food, ginseng cosmetics and health supplements, intuitively demonstrating the industrial advantages of Changbai Mountain ginseng-authentic origin, superior quality and traceability.

TCM Culture Zone: Six sections are available: TCM health consultation, ginseng medicinal cuisine tasting, ginseng tea experience, intangible cultural heritage handcraft inheritance, TCM cultural and creative product display, and ginseng book appreciation. Through immersive interactions of viewing, tasting and experiencing, guests will get close to the unique charm of TCM and Changbai Mountain ginseng culture.

Targeted Business Matching & Collective Signing: Empower Win-Win Industrial Cooperation Between China and Malaysia

A dedicated one-on-one negotiation area will be available at the exhibition. Delegations of ginseng enterprises from Jilin Province will conduct face-to-face communications with business and TCM representatives from Malaysia, focusing on core topics such as product distribution, counter setup in stores, joint product development and technical cooperation to precisely match supply and demand resources.

A collective signing ceremony will be held at the end of the event to launch a batch of China-Malaysia ginseng and TCM cooperation projects, establishing long-term stable partnerships. This helps Changbai Mountain ginseng deeply integrate into the Southeast Asian market, realizing two-way empowerment of cultural communication and industrial development.

Pre-Launch Campaign: Promoted by Ten Local Media Outlets, Welcoming All to the Wellness Gathering

The one-week pre-launch period kicks off today. Ten mainstream Malaysian media outlets will jointly promote the event, comprehensively interpreting its highlights, the cultural value of Changbai Mountain ginseng and TCM wellness concepts. Sincere invitations are extended to overseas Chinese, business elites, TCM practitioners and wellness enthusiasts across Malaysia.

On May 27, at EKO Cheras Mall, Cheras, Kuala Lumpur, let us take ginseng as the messenger and TCM as the bridge, appreciate the delicate ginseng fragrance of Changbai Mountain, explore TCM wellness wisdom, and jointly draw a splendid blueprint for China-Malaysia cultural exchange and win-win trade cooperation!

Organizers

National Administration of Traditional Chinese Medicine of China, Jilin Provincial Party Committee and the People’s Government of Jilin Province

Executive Organizers

Jilin Provincial Ginseng Special Working Group, Administration of Traditional Chinese Medicine of Jilin Province, Department of Commerce of Jilin Province, Foreign Affairs Office of Jilin Province, China-Malaysia Zhongjing TCM Center

Co-organizers

Jilin Provincial Federation of Returned Overseas Chinese, Jilin Provincial Ginseng Chamber of Commerce, Department of Agriculture and Rural Affairs of Jilin Province, Changchun University of Chinese Medicine, Affiliated Hospital of Changchun University of Chinese Medicine, Jilin Radio and TV Station