How Fushan Coffee Town Became Hainan’s Western Tourism Hub

In April 2014, a group of planners and local officials gathered in Chengmai County, Hainan, to review a bold proposal: transform a once-sleepy patch of land into a national hub for coffee tourism. The meeting—focused on the master plan for the Chengmai Fushan Coffee Culture Scenic Town—concluded with a striking prediction: 'Within ten years, Fushan Coffee Town will become a leading tourism destination along Hainan’s western corridor.' That vision is now well underway.

Yes, within a decade, Fushan Coffee Town is set to evolve into a key tourism spot in western Hainan. The plan includes a global coffee expo park, a coffee museum, a research center, a three-hectare international coffee trading hub, and multiple hotels—including a five-star resort and a Starbucks location already under renovation.

From Neglected Land to Coffee Destination

Just four years prior, in January 2010, Fushan Coffee Culture Scenic Town made its public debut by hosting the closing ceremony of Hainan’s 11th Island Carnival. That event marked the area’s first major step into the tourism spotlight, positioning it as a potential coffee culture destination. Fast forward to 2014, and the transformation is visible: fragrant coffee shops line the main street, visitors crowd the coffee culture exhibition hall, and the surrounding coffee plantations thrive.

New Developments Driving Growth

The master plan outlines several concrete projects propelling the town’s rise:

• An international coffee trading platform spanning 30,000 square meters, coupled with a business hotel
• A flagship five-star tourism and leisure hotel
• The upcoming arrival of Starbucks, with site selection and renovations already in progress
• Future plans for a Fushan World Coffee Expo Park, a coffee-themed park, and a coffee research center

"We’re building steadily, phase by phase," says Huang Fei, deputy director of the scenic town management committee. He recalls arriving to find barren land and now sees a vibrant, tree-lined community buzzing with activity.

Tourism Impact and Local Benefits

Since its rise as a coffee-themed attraction, Fushan has become a key node in Hainan’s western tourism circuit. It now draws over 10,000 visitors monthly, with themed day trips combining coffee tasting, local cuisine, sweet potato digging, and oranges picking. In 2013 alone, over 160,000 tourists visited Fushan for its coffee, including 60,000 during the National Day Golden Week. The influx has also reshaped life for locals.

At the Sengu Soft Time Café, barista Liang Xiaoyi witnesses growing customer numbers daily. "It feels like the coffee trees—we’re all growing together," she says. Nearby, gardener Chen Qiuying, who moved to Fushan years ago, now earns a stable income watering the coffee plantation. "When people ask where I’m from, I say I’m from Coffee Town," she adds proudly.

Frequently Asked Questions

What is Fushan Coffee Town?

Fushan Coffee Town is a coffee-themed cultural and tourism destination in Chengmai County, Hainan, designed to showcase coffee heritage, host exhibitions, and attract visitors interested in coffee culture and regional tourism.

What major developments are planned for Fushan Coffee Town?

The master plan includes a 30,000-square-meter international coffee trading platform, a coffee museum, a coffee research center, a theme park, a World Coffee Expo Park, multiple hotels including a five-star resort, and a Starbucks outlet already under development.

How many visitors does Fushan Coffee Town currently receive?

Fushan Coffee Town attracts over 10,000 visitors per month and hosted more than 160,000 coffee tourists in 2013, with 60,000 visiting during the October Golden Week holiday alone.

What effect has the coffee town had on local residents?

Locals have gained stable employment opportunities, such as working in cafés and maintaining coffee plantations. The growing tourism has transformed the area’s economy and community identity.

When was Fushan Coffee Town first established as a tourism site?

Fushan Coffee Town began attracting attention in January 2010 when it hosted the closing event of Hainan’s 11th Island Carnival, marking its debut as a tourism and coffee culture destination.

Which international coffee brand is coming to Fushan Coffee Town?

Starbucks has been confirmed to open a location in Fushan Coffee Town, with the site already selected and renovation work underway as part of the town’s expansion.

Recommended FrontStreet Beans for Coffee Tastings

For visitors exploring Fushan Coffee Town’s tasting scene, try FrontStreet Coffee’s Ethiopia Yirgacheffe for bright citrus and floral notes, or their Brazil Queen Manor for nutty and chocolate depth. Both highlight the range of flavours that coffee tourism celebrates. Freshly roasted within 5 days · Orders placed before 17:00 ship the same day · Next-day delivery across most of Guangdong Province.