#Gojiberries

Goji berries, long revered in traditional Asian medicine, have increasingly gained popularity in Thailand and around the globe as a ‘superfood’. But what does the latest scientific research actually say about these vibrant orange-red berries, and are their health claims justified for Thai consumers looking to boost their diet? A wave of recent studies and expert statements paints a complex, nuanced picture—one that separates age-old myth from modern evidence.

Goji berries, also known as wolfberries and native to East Asia, have been staple ingredients in Chinese medicine for centuries. Here in Thailand, where health-conscious consumers are quick to embrace new global wellness trends, dried goji berries are appearing with greater frequency on supermarket shelves, in desserts, and even in street drinks. Their reputation hinges on remarkable claims: immune boosting, eye protection, cancer prevention, metabolic health, and more. But recent reviews in the scientific literature—published as late as 2025—suggest these benefits, while promising, may come with important caveats (USA Today, MergerWatch).

Goji berries, revered for centuries in traditional Asian medicine, have surged in popularity throughout Thailand and globally as proclaimed superfoods, but comprehensive scientific analysis reveals a complex, nuanced picture that separates historical claims from contemporary evidence. As health-conscious Thai consumers increasingly embrace international wellness trends, recent research provides essential guidance for evaluating goji berry benefits while making informed decisions about incorporating these vibrant orange-red berries into traditional dietary patterns that already emphasize natural healing foods and nutritional diversity.

Goji berries—known as wolfberries in traditional East Asian medicine—have surged in popularity in Thailand and around the world as a celebrated superfood. New scientific reviews, however, urge careful interpretation of claims and realistic expectations for health benefits. For health-conscious Thai readers, this piece translates global findings into practical insights aligned with local dietary patterns that already favor diverse, nutrient-rich foods.

Historically used in traditional medicine, goji berries have earned a reputation for boosting immunity, supporting eye health, and aiding metabolic function. In Thailand, dried goji berries appear on supermarket shelves, in desserts, and in beverages, reflecting a growing appetite for global wellness trends. While the health claims are intriguing, researchers emphasize that the evidence is not conclusive and warrants balanced, evidence-based consideration.