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Xiangxue Pharmaceuticals established the XiangCam TCM Research Centre in Cambridge to conduct research on Traditional Chinese Medicine. The Centre collaborates with universities in the UK and China. East of England International helped Xiangxue choose its location in Cambridge for its access to research institutions and biotech clusters. They also introduced the company to potential collaborators and distributors to market herbal drinks in the UK. This marks the first Chinese investment in the UK focused specifically on traditional Chinese medicine research.

