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Health drinks are popular, marketing routines come first

  Summer is hot, what drink is the best to cool off the heat? Everyone may have their own answer, but if you want to ask which drink is the most popular recently, it is probably “ginseng water”.
  Not long ago, a new herbal drink called “A Whole Root Staying Up Night Water (No. 1)” was launched in domestic convenience stores. This drink has a whole stick of ginseng in the bottle, which is quite eye-catching, and it is as high as 19.9 The price of yuan is almost the most expensive drink in convenience stores.
  Due to its own keywords such as “health”, “staying up late” and “drinks”, this drink with full Internet celebrity attributes quickly became popular on social media, and the price of the drink also rose as the official version was sold out. There are even services such as purchasing on Taobao, and the price of a bottle is about 30 yuan.
  Ironically, many media interviewed experts in nutrition and learned that such a drink that focuses on “health” has no obvious “health” effect, and is more of a psychological comfort.
“Kombucha” is popular half the world

  In recent years, many beverages have frequently been on the hot search because of the concept of “health”. Coca-Cola’s herbal tea and Tongrentang’s milk tea are no longer new.
  For all kinds of health drinks full of myths, some people regard it as an “IQ tax” and sneer; some people are happy to see it, and think it is a carnival under the “punk health” subculture.
  In fact, the history of all kinds of wonderful health drinks can be traced back to half a century ago. With the update of marketing methods, new “health drinks” will emerge every few years, and those old “health drinks” will take root on new soil with the transfer of the economy.

Ginseng water drink under the banner of “health”

  The “kombucha” sold in many supermarkets in the United States is actually an industrially produced “kombucha”.

  The discussion on health drinks in recent years is not so much a new wave, but rather a new cycle of health drink myths. In the classic TV series “I Love My Family”, there is such an episode: Lao Fu made a lot of jokes because he was addicted to qigong. Blood, jealous eggs, drinking kombucha, doing hand-shake exercises, crawling exercises, and handstand therapy, you are still not down.”
  The “kombucha” mentioned here, also known as “Haibao” and “Stomach Treasure”, is a popular A health drink in the 1980s, it is fermented with black tea, sugar, bacteria and yeast. It tastes sweet and sour with a slight bubble.
  It is unimaginable that such a health drink, although it tastes good, the main effective substances are only some probiotics, the nutritional value is common, and even has been abandoned by the Chinese, but in recent years, it has set off a boom in the United States. The “kombucha” sold in many supermarkets in the United States is actually an industrially produced “kombucha”.
  Three people become tigers, from kombucha to kombucha, this confusing drink has been popular in half the world, and it is not without rumors that fuel the flames.
  In the 1960s and 1970s, kombucha was spread from Japan to Taiwan, China. When kombucha is fermented, it will produce a thick fibrous bacterial film on the surface, which looks very like a mushroom, so Taiwanese also call it “black tea mushroom”.
  In the process of spreading, “black tea mushroom” has gradually been given the meaning of nourishing the body, whitening and detoxification. Taiwan residents have “raised” “black tea mushroom” in glass cups or glass bottles.
  By the 1980s, with the increasingly frequent exchanges between Taiwan and Taiwan, the wind of “black tea mushrooms” blew here. Many household glass jars contain this “kombucha”, which is considered to have unique health benefits. In 1981, the Light Industry Press even published the book “Healthy Drinks-Haibao Tea Fungus”, which pushed the action of folk homemade “kombucha” to a climax.
  The book not only explains the growth habit and production method of kombucha in detail, but also claims that kombucha can “eliminate disease and prolong life”, from motion sickness, morning sickness, baldness and white hair, to diabetes, hypertension and cancer, kombucha has curative effects. The kombucha in the author’s pen can be called a panacea for all ailments.
  Although the book painstakingly reminds readers that home-made kombucha must pay attention to hygiene, food safety issues are still inevitable. Cases of unqualified kombucha causing disease have occurred from time to time, and kombucha has gradually faded out of the sight of Chinese people.
  The irony is that such a book that seems a bit ridiculous and generous now, many of the contents in it are regarded as the standard by Westerners. By the 1990s, mass-produced kombucha beverages were available in the United States, and articles promoting the benefits of kombucha began to appear in obscure tabloids.
  In 1996, the man Gunther W. Frank founded the “Kombucha Magazine” website, and later published several books about kombucha. In his articles, the passages about kombucha being the secret of longevity villages in the Caucasus region and Japan, and the fact that kombucha can cure cancer are almost the same as those in “Health Drink – Haibao Tea Fungus”.
  To make the effects of kombucha more credible, these articles go to great lengths to make up history—in their accounts, kombucha dates back to the Qin Dynasty. In 414 AD, a doctor named Kombu brought kombucha from Korea to Japan to cure the Emperor of Japan, and the tea has been named “Kombu” ever since. In the 1970s, US President Ronald Reagan drank some kombucha every day according to the advice of his personal doctor. Soon after, his stomach cancer symptoms were significantly relieved.

French chef Hugo Chaise makes kombucha in his cooking studio on June 8, 2022

  Of course, these accounts are almost entirely fabricated. The story of a Korean doctor using kombucha to treat the emperor is not recorded in Japanese historical books such as Kojiki. This story seems to have been born out of Japanese folklore. The Japanese tea ancestor, Zen Master Rongxi, used tea to heal the shogunate. General’s story. As for the Reagan and kombucha story, it’s even more nonsense.
  Spreading rumors, refuting rumors and breaking their legs, such low-level rumors are still widely circulated on the Internet. Many domestic articles analyzing the commercial value of kombucha, not only when telling the history of kombucha, but also directly copying the statement that kombucha was invented in the Qin Dynasty and named after the Japanese emperor, and even the Canadian Agriculture and Food Research Center. Such professional institutions are not immune. In an article analyzing the nutritional value of kombucha, the paragraph about the history and spread of kombucha also directly adopted the same rumor.

  Professionals are still like this, and ordinary people are naturally more likely to be deceived, so it is not surprising that there are so many baffling health drinks.
Passionate about making health stories

  Economic globalization is an important driving force behind the Chiba health drink pandemic. Japan, where health culture is prevalent, has invented many outrageous health concepts, and these concepts, along with the development of its domestic economy, gradually affect the countries and regions that undertake the transfer of its industries, first Hong Kong and Taiwan, and then mainland China. Many of the myths about health preservation in the past 30 years are just stepping on the pit that Japan has stepped on again.
  In 1905, Japanese nutritionist Saeki Ju first discovered the amylase in radish, so the famous writer Natsume Soseki, in his novel “I am a cat”, arranged for a person suffering from stomach problems to hope to eat amylase-rich food. Radish to achieve the bridge segment of the therapeutic effect.
  Natsume Soseki would not realize how much impact his unintentional actions had had. Since then, the Japanese have given “enzyme” a nice new name – “enzyme”. Enzyme producers have turned out Natsume Soseki’s works to give themselves gold. All kinds of enzyme products with the concept of health, weight loss and beauty have sprung up like mushrooms after a rain.

Enzyme products sold in the workshop

  Almost all enzyme products cannot achieve the purpose of slimming and beautifying.

  In the 1980s and 1990s, the concept of “enzyme” was first introduced to Taiwan, China, and then to mainland China. Although the biology textbooks for middle school today have content about enzymes, the human body naturally contains a variety of enzymes, and gastric acid has a decomposition effect on enzymes, which means that enzymes cannot be supplemented orally at all. Almost all enzyme products are It is impossible to achieve the purpose of losing weight and beauty, but this does not prevent “enzymes” from selling well under the banner of “weight loss artifact”.
  Similar to green juice. In 1953, after the war in Japan, there was a lot to be done. In order to solve the problem of the shortage of vegetables after the war, a Japanese named Endo Jinro invented green juice.
  The so-called green juice is actually the juice of kale and barley leaves. It is estimated that even Endo Jinlang himself never thought at the time that this kind of food, which was once used by Americans as animal feed and Japanese people talked about to eat, would actually be named as a “weight loss artifact” decades later. After crossing the sea to China, many manufacturers claim that it can control sugar, lower blood pressure and prevent cancer.
  On October 31, 2018, the Consumer Affairs Agency of Japan issued a fine of 100 million yen: a Japanese company was severely fined for failing to prove that the green juice advertised in the advertisement could lose weight. Regrettably, although the fine of 100 million yen is the highest ever imposed on food by the Consumer Affairs Agency in Japan, it does not seem severe enough compared with the company’s sales of 3.6 billion yen in more than two years.
  And such a huge fine has not been able to shake the exaggerated propaganda of businessmen in neighboring countries. To this day, as long as you search for green juice in major shopping software, you can still see ad texts about losing weight and losing weight.
After all, health care looks at “money”

  The world is bustling, all for profit, the world is bustling, all for profit, the concept of “health” in one-sided packaging is just a means for merchants to seek greater benefits.
  In Guatemala City in 1954, President Jakovo Arbenz Guzmán looked at the surging crowds outside the presidential palace and fell into deep thought. He was saddened to think that the fruits of his years of reform would be destroyed. It was not until many years later that he discovered that it was a fruit company that lobbied the US government to send mercenaries to subvert his rule.

After a lot of publicity and endorsement by United Fruit Company, Latin American bananas have been dubbed as “super food”

  And the reason why he became a thorn in the company’s eyes was because his reforms prevented the latter from making a fortune by monopolizing bananas.
  The company’s name is United Fruits. In the 19th and 20th centuries, it controlled a large number of Latin American countries through large-scale land occupation, control of trade imports and exports and infrastructure, and established a huge “banana republic”. The reason why this company can accumulate huge wealth in a short period of time is that in addition to the above methods, its marketing momentum cannot be ignored. The concept of “super food”, which is being hyped up again today, was first proposed by United Fruit Company.
  Before and after the First World War, United Fruit almost monopolized the supply of bananas in Latin America, but sales did not increase significantly. Americans did not seem to be interested in this yellow fruit. As a result, United Fruit launched a nutrition brand and put a lot of advertisements on the mass media to promote the nutritional value of bananas. It also invited industry experts to endorse the nutritional value of bananas, and named bananas “super food”, meaning bananas “super food”. healthy”.
  After some operations, bananas soon occupied an important position on the American table, and its influence has not faded. Publishing research + celebrity endorsement + advertising marketing + news reports, the marketing model of United Fruit Company was quickly summed up; looking at almost every successful “health” marketing today, there is basically no jumping out of this routine.
  With the concept of health and wellness, cheap goods can also sell for higher prices. According to media reports, the price of ginseng used in the hot-selling ginseng water does not exceed 2 yuan per root, and the glass bottle that has not been filled with this bottle of water is expensive. And it is the amulet of “health” that makes such a mediocre drink sell for a high price of 19.9 yuan, which is full of routines and has almost no scientific and technological content.
  Interestingly, unlike the elderly who are often deceived due to the lack of information access channels, some young people may not really believe in the efficacy and function of these beverages, but rather pursue a kind of psychological comfort. , with the placebo effect of self-pleasure. And it is precisely because of this mentality that businesses have stepped on such a mentality that they frequently play the “health card”.
  As for those who are not the audience, anyway, the business has made enough money, whether you love it or hate it, the seemingly confusing health drink is there, neither sad nor happy.

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