How Hainan Chengmai Builds a Coffee Industry Tourism Chain

When you think of coffee tourism, you might picture Colombian mountains or Ethiopian highlands. But in southern China’s Hainan Island, one county is working to change the map. Chengmai is betting big on building a complete coffee experience—not just growing beans, but linking cultivation, processing, trade, and leisure into a unified coffee trail for both domestic and international visitors.

Chengmai plans to launch a stock-listed coffee company, build a five-star coffee-themed hotel, develop a global coffee trading zone, and establish themed coffee villages—all by late 2024. These moves aim to establish the Fushan Coffee Culture Town as China’s coffee import hub and a global coffee destination.

The Birthplace of Hainan Coffee: Fushan’s Ideal Terroir

Hainan’s Fushan coffee story began in Chengmai County’s Fushan Town. Located on Hainan’s northern coast at 19°23′N, 109°00′E, the region sits between 21–300 meters above sea level. With an average annual temperature of 23.1–24.4°C, year-round frost-free conditions, and 1,900 hours of sunlight annually, Fushan offers ideal growing conditions. Rainfall is abundant, humidity averages 89%, and the volcanic soil—derived from weathered basalt and granite—is deep, rich in organic matter, and contains 1.8–3.5% potassium. These factors closely resemble those of Jamaica’s Blue Mountain and Hawaii’s premium coffee regions, making Fushan perfect for specialty coffee.

The Origins and Revival of Fushan Coffee

Fushan coffee traces back to 1933, when Indonesian-Chinese patriot Chen Xianzhang scouted Hainan for tropical crop potential. After surveying 13 counties, he singled out Fushan for its “flat land, sweet water, fertile soil, and transport access.” That summer, Chen brought around 200 kg of Robusta seeds from Indonesia and planted them successfully at Fumin Farm in Dajicun. By the mid-20th century, coffee had become Fushan’s staple crop, with local farmers processing beans manually and enjoying coffee as a daily ritual. The coffee gained regional fame, even reaching Southeast Asia.

After decades of fluctuating fortunes—including near-collapse in the 1990s due to poor sales and overcutting—the industry saw a revival led by figures like Xu Shibing, whose family replanted farms and opened 11 cafés across China. Today, Chengmai cultivates approximately 16,000 mu (1,067 hectares) of coffee, producing 200 tons of green beans yearly. The coffee, known for its mellow, smooth profile and caffeine under 3%, also meets premium selenium levels. Traditional home roasting remains common, and local teahouses serve coffee alongside milk.

Building a Coffee Tourism Ecosystem

In 2010, with Hainan’s rise as a national tourism destination, Chengmai launched a strategic plan to integrate coffee with leisure travel. The government established a Coffee Industry Development Leading Group to standardize cultivation and processing under “National Trademark Strategy” guidelines, ensuring quality and brand strength. Fushan coffee has received geographical indication protection—the fifth Hainan product to earn this status. Subsidies include 500 yuan per mu for seedlings and low-interest loans backed by the government.

The crown jewel is the Fushan Coffee Culture Town, part of the Western Hainan Development Plan and featured in the 《Hainan International Tourism Island Development Plan Outline (2010–2020)》. Covering 75 km² (with 11.6 km² for construction), the town centers on an 824-mu core area featuring:

• A 402-mu Phase I zone with 73,000 m² of buildings
• “One Square” (Coffee Culture Plaza)
• “One Center” (Coffee Trading Center)
• “One Street” (Coffee Utensils Street)
• “One Zone” (Coffee Brewing & Tasting Area)
• “One Hotel” (Five-Star Coffee Resort)
• “One Museum” (Coffee Culture Museum)

Nine additional world-themed coffee villages—modeled after Jamaica, Brazil, Italy, and others—are planned around existing rural sites. These will showcase global coffee origins, allowing visitors to experience diverse brewing styles, local cuisines, and cultural performances in one destination. The project also includes a cycling path on selenium-rich red soil, RV campsites, and attractions like the Blue Lake and Taiwan Folk Village. By 2011, over 20,000 visitors attended the coffee-themed Hainan Island Carnival here, boosting the town’s status as a key western Hainan tourism spot.

Long-term goals include expanding coffee plantations from 16,000 to 40,000 mu within five years. The newly government-partnered Hainan Fushan Coffee Co., Ltd. plans to invest 100 million yuan to consolidate the brand, aiming for 450+ franchises and 1.8 billion yuan in annual turnover within a half-decade.

Frequently Asked Questions

Where is Fushan Coffee from?

Fushan Coffee originates from Fushan Town in Chengmai County, Hainan Province, China. The town lies at 19°23′N, 109°00′E, with elevations between 21–300 meters and a tropical climate offering stable temperatures around 23.1–24.4°C, 1,900 annual sunshine hours, and volcanic, potassium-rich soil—all ideal for coffee cultivation.

What makes Fushan’s coffee-growing environment unique?

Fushan features volcanic soils derived from weathered basalt and granite, with high organic matter (1.8–3.5% potassium), consistent warmth (23.1–24.4°C), 1,900 hours of yearly sunlight, 89% average humidity, and no frost. These closely match the conditions of renowned regions like Jamaica’s Blue Mountain and Hawaii, making it well-suited for specialty coffee production.

How did Fushan Coffee begin?

In 1933, Indonesian-Chinese entrepreneur Chen Xianzhang identified Fushan as ideal for tropical crops and planted around 200 kg of Robusta coffee seeds imported from Indonesia. The crop flourished, leading to local farming expansion and establishing Fushan as a historic coffee-growing hub in Hainan.

What challenges did Fushan Coffee face in the 1990s?

In the mid-1990s, Fushan Coffee suffered from poor sales, overproduction, and mass cutting of coffee trees. Plantations shrank drastically until growers like Xu Shibing revived interest by planting new farms and opening branded coffee shops across China, restoring the local industry’s viability.

What is the Fushan Coffee Culture Town project?

The Fushan Coffee Culture Town is a government-led initiative to build a comprehensive coffee tourism destination. It includes a trade center, a five-star coffee hotel, a coffee museum, themed streets, and nine international coffee culture villages. The goal is to create a global coffee hub integrating farming, trade, culture, and leisure.

What are the future plans for Fushan’s coffee industry?

Chengmai aims to expand coffee cultivation from 16,000 to 40,000 mu in five years. The new Hainan Fushan Coffee Company plans to invest 100 million yuan to build a unified brand with 450+ stores and reach 1.8 billion yuan in annual revenue, positioning Fushan as a leader in China’s specialty coffee export and tourism market.

Recommended FrontStreet Beans for Coffee Tourism

Explore Hainan’s coffee roots with FrontStreet Coffee’s Ethiopia Huakui, a washed Ethiopian single origin with bright citrus, floral jasmine, and sweet stone fruit—perfect for experiencing high-grown finesse akin to Fushan’s elevation-driven profiles. For a deeper cup, try FrontStreet’s Yirgacheffe, offering lemon zest, bergamot, and tropical notes, reflecting the floral complexity possible in volcanic terroirs. Both beans highlight the qualities that make elevated, well-processed coffees globally appealing. Freshly roasted within 5 days · Orders placed before 17:00 ship the same day · Next-day delivery across most of Guangdong Province.