Ma Liangxiao, a PhD of the School of Acupuncture-Moxibustion & Tuina of Beijing University of Chinese Medicine introduced a form of acupressure to relieve insomnia on a bilingual TCM health lecture on May 30 in Beijing. [Photo by Song Jingli/chinadaily.com.cn]

There are many areas where traditional Chinese medicine (TCM) can help, including medical care, health management and tourism, but the first stage is still teaching people about its benefits, said participants at the China Beijing International Fair for Trade in Services.

Just ask Ding Yonglin, vice general manager of Tongrentang, a TCM maker established in 1669. In an interview on May 30, he said his company has had difficulties expanding its overseas network, adding that the Beijing fair is the first domestic event in which Tongrentang could showcase its products to the world without leaving China.

Howard Gough, chief executive officer of insurance company Cigna's Middle East & Asia Pacific Global Employer Segment, told China Daily he came to the Beijing fair to learn about TCM. Gough said once his company knows what benefits TCM can provide, it can then come up with insurance policies covering TCM fees.

He added that if policies such as these could be implemented, people living outside of China and Chinese people travelling abroad could get compensated if they need TCM care. As it stands , people living in most countries outside of China need to pay their TCM bills on their own because there are no existing insurance policies.

Li Xiaoli, an associate professor of the School of Humanities of Beijing University of Chinese Medicine, introduced food therapy for relieving coughing to about 30 diplomats and other listeners at a TCM lecture held on May 30 in Beijing. [Photo by Song Jingli/chinadaily.com.cn]

Li Xiaoli, an associate professor of the School of Humanities of Beijing University of Chinese Medicine, said development of the TCM-related trade in services is still in the early stages. Li, who gave a lecture on the subject, added that the Beijing fair is mainly a chance for people to learn about TCM.

In addition to raising awareness about TCM, the fair was a place to make deals.

A total of 18 deals worth a staggering 170 million yuan ($27m) were signed in the TCM section, including in the areas of remote medical care, talent training, database building and tourism.

Tongrentang signed a cooperation agree ment with Five Branches Universities, one of the first TCM colleges in the United States, and a talent training deal with the World Federation of Acupuncture-Moxibustion Societies.

The company, which has set up 96 pharmacies overseas, will also set up a pharmacy in New Zealand to provide medical care and health care, vice general manager Ding announced at the fair.

The China Beijing International Fair for Trade in Services was held by the Mini stry of Commerce of China and the Municipal Government of Beijing between May 28 and June 1.