Amid the global rise in demand for natural herbs and traditional remedies post-pandemic, Zhengguang Pharmaceutical participated in the “Taiwan Biotech Traditional Chinese Medicine Industry Promotion Tour to the Western United States” organized by the Taiwan External Trade Development Council (TAITRA). On July 23, a business exchange meeting was held in Los Angeles, where Zhengguang sought local distribution partnerships for its renowned “Zhengguang Golden Silk Paste” series, aiming to leverage the high-quality “Made in Taiwan” and unique traditional Chinese medicine characteristics to tap into the vast U.S. market.
Representing Zhengguang Pharmaceutical at the event, Xu Zhenchen highlighted the promotion of the “Zhengguang Golden Silk Paste” and the higher-concentration traditional Chinese medicine variant, “Zhengguang Enriched Golden Silk Paste.” He believed that in the post-pandemic era, the acceptance of natural health care among younger demographics in Europe and the United States has significantly increased. While Western medicine can provide quick relief, herbal patches, based on herbal formulas and meridian concepts, offer a whole new therapeutic experience.
Established in 1970 and headquartered in Beidou District, Changhua County, Taiwan, Zhengguang Pharmaceutical has long been dedicated to the research and development of external Chinese herbal medicines, specializing in treating “muscle soreness.” Adhering to the business philosophy of “sincerity and integrity, accumulating strength for brilliance,” the company combines traditional Chinese medicine wisdom with modern GMP pharmaceutical technology.
The iconic “Zhengguang Golden Silk Paste” has innovatively improved the traditional black paste medicine formula with a convenient patch design. Today, the product line includes roots, essential oil ointments, sprays, and actively participates in public welfare activities such as medical consultations during the Dajia Mazu Pilgrimage, demonstrating corporate social responsibility.
While being a household name in Taiwan, the “Zhengguang Golden Silk Paste” has also expanded its presence in European markets, including the Netherlands, for nearly two decades. Leveraging its operational foundation in Europe, Xu Zhenchen engaged in discussions with several medical institutions and businesses in San Francisco during this trip, employing a steady strategy to build consumer trust and reputation through experiential use.
Xu Zhenchen mentioned that places like Los Angeles have a significant number of labor workers with a rigid demand for alleviating muscle soreness. Particularly, the Latinx community has a traditional affinity for herbal remedies and tends to prefer cost-effective health care options. The potential for herbal patches, especially in targeting laborers and diverse communities, is immense, and Zhengguang Pharmaceutical plans to capitalize on this in the future.
“Health is a global trend of common concern, with the acceptance of Chinese herbs and traditional medicine products gradually increasing in recent years,” Xu Zhenchen commented. The growing interest in natural health care and traditional therapies in European and American markets has led even younger demographics, previously less exposed to Chinese herbs, to appreciate the concepts of traditional Chinese medicine.
He added, “While concepts like meridian activation and blood circulation might have been unfamiliar to foreign consumers in the past, through actual usage and experience, consumers gradually establish awareness and trust.” While Western medicine can promptly relieve symptoms, herbal patches emphasize a different experiential approach through herbal formulas and traditional meridian concepts.
In entering the U.S. market, Zhengguang Pharmaceutical seeks to connect with more distributors and channels through the promotional tour, aiming to place its products in American supermarkets, pharmacies, and other retail outlets.
“The U.S. market is vast, but for our initial expansion, we do not expect massive sales in a short period,” Xu Zhenchen stated. Introducing products into a new market requires time to accumulate consumer reputation, and as long as users recognize the product’s effectiveness, the pace of market expansion will naturally accelerate.
Faced with strong competition from Japanese patch brands, Xu Zhenchen emphasized the purity of authentic “Chinese herbal formulas” and strict “Made in Taiwan” (MIT) quality control as Zhengguang’s advantage. Recognizing the limitations of individual efforts in overseas promotions, he also looks forward to integrating Taiwan’s traditional Chinese medicine industry to collectively venture abroad, building long-term trust in Han culture and products in overseas markets. ◇