From Folk Cures to Whole Foods: The Rise of Traditional Medicine

WRITTEN BY BRINA PATEL

Illustration by Hrishita Das

Hated for their associations with superstition, praised for their effectiveness, and steadily gaining recognition in modern healthcare, the evolution of traditional medicine has gone from the fringes to the forefront of wellness culture. Once dismissed as outdated or as witchcraft, ancient practices are now becoming increasingly widespread by a new generation seeking holistic alternatives to conventional treatments. From turmeric lattes to ashwaganda: what's old is becoming new and finding its own place in medicine.

These traditional practices aren’t just making a comeback—they are shaping diets, health routines, and even influencing the design of modern wellness trends. As the world becomes more globalized due to social media, we see the integration of cultural remedies in everyday health practices reflect a profound shift in how we view and approach health and wellness. But this growing trend also raises critical questions about appropriation, cultural respect, and the commercialization of traditions: is it only a fad or here to stay?

At the heart of this resurgence is a push toward holistic health. Today’s wellness culture, whether on Instagram or in high-end spas, emphasizes balance in mind, body, and spirit—a concept that aligns closely with many traditional healing practices. Acupuncture, herbal remedies, and detox practices are often touted as the antidote to stress, illness, and even modern societal pressures.

Take turmeric, for example, a spice that has long been central to Ayurvedic medicine. Once relegated to Indian kitchens, it is now a mainstream ingredient found in lattes, smoothies, and even beauty products. “We’re seeing turmeric everywhere now,” one interviewee noted, reflecting on how something once mocked—like the yellow stains on their parents’ fingers—has suddenly become trendy. While they appreciated its growing acceptance, they also expressed discomfort with how “the same people who once made fun of it are now cashing in,” often without recognizing its cultural or personal significance. Another interviewee recalled a more intimate connection: “I’ve had turmeric water with black pepper for when my throat hurts,” highlighting how these practices are passed down through generations. This shift in diet and wellness habits speaks to how individuals adapt these practices, but also how they become diluted or commodified in the process. This shift from cultural tradition to wellness trend speaks volumes about how cultural healing practices are being reinterpreted and adopted by the globalized world. There is some irony in how practices that were once marginalized or misunderstood are now commodified, often stripped of their original context and meaning. 

What was once a deeply rooted part of daily life, health, and spirituality is now marketed as a luxury wellness product. This commercialization risks diminishing the rich history and wisdom behind these practices, reducing them to just another trend to be consumed. At the same time, this shift reflects a broader societal movement toward seeking alternative wellness solutions, even if the true essence of these practices is not fully acknowledged. While it’s great to see these traditions gaining recognition, there’s a delicate balance between embracing them in a meaningful way and appropriating them for profit.

For years, many traditional healing methods were dismissed by Western societies as old-fashioned or unscientific. Natural remedies like honey and ginger were relegated to the category of "folk remedies," and their effectiveness was questioned by mainstream medical professionals. However, as holistic healthcare and natural remedies have become increasingly popularized—and as public skepticism toward Big Pharma continues to grow—more people are turning to traditional medicine for answers. This shift has prompted a broader reassessment of practices once considered fringe, recognizing them as legitimate alternatives or complements to modern medicine.

However, the assimilation of traditional healing practices into popular culture often comes with tension. There is a fine line between appreciation and appropriation, with some practices being commercialized and divorced from their cultural origins. For instance, gua sha—a traditional Chinese medicine technique that involves scraping the skin with a smooth-edged tool—is now a staple in many wellness regimens, advertised as a cure-all for everything from muscle soreness to puffiness. While it has undeniable benefits, its widespread adoption often lacks the cultural understanding and respect it deserves. What began as a sacred part of traditional Chinese healing has now become another luxury beauty treatment in upscale spas. That’s not to say that usage of these traditional techniques is inherently bad. Still, people can incorporate practices like gua sha into their wellness routines in a respectful and meaningful way by taking the time to learn about their historical and cultural roots, understanding the philosophies behind them, and acknowledging the communities that have preserved these traditions for generations—rather than treating them as mere trends or aesthetic tools.

Diet Trends and Everyday Healing Practices

For many people today, the adoption of traditional healing practices goes beyond an occasional wellness retreat. It is embedded in their daily lives—through the foods they eat, the teas they drink, and the rituals they follow. In South Asian and Muslim households, the use of turmeric, honey, and ginger as natural remedies isn’t a trend; it’s part of a centuries-old tradition that is still alive and well. “We just do honey and turmeric because it’s supposed to cure everything, apparently,” one interviewee mentioned. This simple combination, passed down through generations, speaks to how these remedies are ingrained in cultural practices, not just as health strategies but as ways of life.

In Vietnam, for instance, many people—including the interviewee—rely on cạo gió, a practice where a coin or similar tool is used to scrape the back to release "bad wind" and promote healing. “A lot of Viets and Southeast Asians, including me, use a coin or similar tool like a ‘gua sha’ and gua sha our backs for various sicknesses,” one person explained. The tradition, while obscure to many outside the culture, remains an everyday healing method for countless individuals.

This blending of traditional practices with modern wellness trends is also evident in the explosion of "detox" culture, which draws on centuries-old healing practices. From Ayurvedic detox routines to the herbal infusions found in various cultures, detoxifying is no longer seen as a passing trend. It’s an integral part of global health-conscious diets, where consumers are eager to "cleanse" their bodies using what they believe are ancient and natural remedies.

Commercialization 

While many people still turn to cultural traditions for healing, the commercialization of these practices has sparked debates over their authenticity. A growing number of wellness brands have jumped on the bandwagon, selling "authentic" versions of herbal teas, oils, and supplements. These products, often marketed as "ancient secrets," are sold at premium prices. While some may argue that these products help preserve and share cultural wisdom, others view it as the commodification of sacred traditions.

The introduction of matcha lattes, kombucha, and adaptogenic herbs into the mainstream is a prime example of how ancient healing practices are being marketed to the modern consumer. Once found only in specific cultural communities, these healing foods are now household staples. Yet, there remains a tension between honoring the deep cultural significance of these practices and simply selling them as trendy, non-traditional products. However, people can balance this fine line by approaching traditional practices with curiosity and a willingness to learn. This means taking time to understand the cultural and historical context behind the practice, supporting practitioners and businesses from the originating communities, and giving proper credit when sharing or teaching about these methods. It's also important to avoid oversimplifying or rebranding these traditions to fit mainstream trends, and instead honor their original purpose and roots. True appreciation involves not just using the practice, but respecting the people and cultures that have carried it forward as well.

Traditional Remedies Beyond the Kitchen

The trend also extends beyond diet and nutrition. Meditation practices like Ho‘oponopono (Hawaiian reconciliation) and yoga (rooted in ancient Indian traditions) have become fixtures in mainstream wellness culture. The mental and spiritual aspects of healing, often sidelined in Western medicine, are now part of the global conversation about wellness. These practices are no longer seen as just "alternatives" but are widely accepted as valid tools for mental and emotional healing.

As people become more open to integrating alternative healing methods into their lives, the lines between tradition and modernity blur. In fact, many people are finding that the combination of cultural practices with Western medicine is the most effective way to treat chronic illnesses, alleviate stress, and find balance in today’s fast-paced world. There’s no denying the powerful impact that traditional medicine continues to have, even as it evolves and adapts to new contexts.

What’s old is new again:

Despite its mainstream popularity, traditional medicine faces obstacles in being fully integrated into modern healthcare. Ethical considerations surrounding cultural appropriation, intellectual property, and the safety of traditional remedies remain at the forefront. Moreover, while these remedies are increasingly accepted, research into their efficacy and safety continues to be limited. Scientific validation is key to their wider acceptance in medical practice.

That said, the future of traditional medicine is bright. More than ever, the wisdom of traditional herbal remedies, spiritual healing, and natural therapies is resonating with those seeking more holistic, balanced approaches to health and well-being. Whether it’s through turmeric's anti-inflammatory power, the calming effects of a cup of chamomile tea, or the grounding rituals of practices like acupuncture or Ayurveda, these traditions offer more than just physical relief—they reconnect us with our bodies, our cultures, and our histories.

 In a fast-paced world often dominated by quick fixes, traditional medicine invites us to slow down, listen, and heal with intention and purpose. These practices remind us that healing can be as much about the journey as the cure—and that honoring the roots of these remedies is just as important as embracing their benefits.

REFERENCES 

National Institutes of Health. (2017). Traditional medicine and its role in health care. PubMed. https://pubmed.ncbi.nlm.nih.gov/29040469/

World Health Organization. (n.d.). Traditional medicine. https://www.who.int/news-room/questions-and-answers/item/traditional-medicine

World Health Organization. (n.d.). Traditional, complementary, and integrative medicine. https://www.who.int/health-topics/traditional-complementary-and-integrative-medicine

Times of India. (2023, March 6). 8 ways turmeric was used traditionally and what we can learn from it. https://timesofindia.indiatimes.com/life-style/health-fitness/health-news/8-ways-turmeric-was-used-traditionally-and-what-we-can-learn-from-it/articleshow/114017157.cms

Metta 365. (n.d.). Understanding Ho'oponopono. https://metta365.com/blog/understandinghooponopono

ScienceDirect. (2023). Exploring Traditional Healing Practices: A Review of Ancient to Modern Therapeutic Techniques. https://www.sciencedirect.com/science/article/pii/S2772632023000181

ACU Artistry. (n.d.). The history of Gua Sha: Ancient origins to modern medicine. https://www.acuartistry.com/acuarticles/the-history-of-gua-sha-ancient-origins-to-modern-medicine

Thank you to all the interviewees for their time and insights to this article.