Authors - XIAOLIN HE, CHUANCHEN BI Abstract - With the rapid development of the global health management industry and the growing awareness of personal well-being, traditional wellness practices are provided with significant opportunities for modern transformation. As an important component of traditional Chinese health culture, Health Qigong—featuring the integration of body movement, breath regulation, and mental focus—has demonstrated notable advantages in chronic disease prevention, psychological regulation, and overall health promotion. However, integration of Health Qigong into the modern health management industry continues to encounter multiple obstacles, such as insufficient standardization, limited market recognition, and a lack of diversified business models. These challenges constrain its commercialization and sustainable development. This study adopts a qualitative research approach based on secondary data and case analysis to explore emerging trends, practical models, and key barriers in the commercialization of Health Qigong. By applying Business Model Canvas (BMC) and Creating Shared Value (CSV) framework, the study proposes sustainable business pathways for Health Qigong, including course standardization, digital dissemination, membership subscriptions, corporate health partnerships, and integration with health tourism. The findings indicate that establishing standardized curricula, utilizing digital platforms, and fostering cross-sectoral cooperation can support the formation of viable commercialization models that align with contemporary health industry demands. This, in turn, may enable the global expansion of Health Qigong as a sustainable health intervention. The results not only offer theoretical support for the modern promotion of Health Qigong but also provide practical insights for the commercialization of traditional cultural products within the health sector.
