An efficient in vitro propagation system was developed for Arnebia euchroma, an important Chinese traditional medicinal plant. The present study utilized thidiazuron (TDZ) for the induction of shoot organogenesis on cotyledon and hypocotyl explants. The maximal number of shoots was obtained on the modified Linsmaier and Skoog (LS) medium supplemented with 1.0 mg l⁻¹ (4.5 μM) TDZ for 12 d on cotyledon explants (8.6 shoots per cotyledon explant). Other cytokinins (kinetin and 6-benzyladenine) and auxin (α-naphthaleneacetic acid) were not efficient in inducing regeneration on cotyledon explants. Browning of the basal portion of the subcultured shoots could be significantly reduced when they were cultured on the modified LS medium supplemented with 100 mg l⁻¹ (33.3 μM) polyvinylpyrrolidone. Well-developed shoots formed roots on the same medium containing 1.0 mg l⁻¹ (4.9 μM) indole-3-butyric acid. The efficient regeneration protocol reported here provides an important means of micropropagation of this plant. Furthermore, this protocol is essential to future genetic improvement of plants via transformation protocols.