Why China’s First Coffee Town Is in Hainan

In January 2024, the China Fruit Marketing Association officially recognized Fushan Coffee Culture and Tourism Town in Chengmai County, Hainan as China’s first official 'Coffee Town.' But what makes a rural area in southern China deserve that title? For coffee professionals and curious drinkers, the answer lies in decades of cultivation, tourism integration, and economic impact—not just hype.

Fushan has earned the title because it combines large-scale coffee farming with a tourism-driven business model. Since 1953, the area has grown coffee for over 80 years, now covering 60,000 mu (about 4,000 hectares) and producing 3,000 tonnes of dried coffee beans annually. The local government has also built infrastructure around coffee culture, turning the crop into both an agricultural and cultural export.

A Legacy Started by Overseas Chinese

The story of Fushan coffee began in 1953, when overseas Chinese returnee Chen Xianzhang introduced coffee farming to the region. Since then, the town has maintained a continuous coffee-growing tradition. That 80-year timeline makes Fushan one of the longest-running coffee-producing regions in China. Today, many local farmers rely on coffee for their livelihoods, and the crop has become a key driver of regional income.

Coffee, Tourism and Economic Growth

The local government has strategically fused coffee production with tourism. By developing the Fushan Coffee Culture and Tourism Town, they’ve created a space where visitors come specifically for coffee experiences. This approach supports farmers, builds a coffee-centric visitor economy, and enhances both social and economic benefits. 'To go to Chengmai is to drink coffee' has become a common travel saying, further cementing Fushan’s identity as a coffee destination.

Plans to Build a Global Coffee Hub

Yang Sitao, Secretary of the Chengmai County Committee, has outlined ambitions to expand the 'China Coffee First Town' identity. Plans include planting more international coffee varieties, constructing a coffee museum, building a coffee research center, and establishing a world-brand coffee trading street. The goal is to create a global trade and cultural hub for coffee, positioning the town as a showcase for Hainan and a destination for coffee professionals worldwide.

Frequently Asked Questions

When was Fushan recognized as China’s first coffee town?

Fushan was officially named China’s first 'Coffee Town' by the China Fruit Marketing Association on January 20, 2024. The recognition is based on its long-term coffee cultivation and integrated tourism-industry development model.

How long has coffee been grown in Fushan?

Coffee has been cultivated in Fushan since 1953, when overseas Chinese returnee Chen Xianzhang introduced the crop. That makes the region’s coffee-growing history over 80 years long.

How much coffee does Fushan produce annually?

Fushan currently produces around 3,000 tonnes of dried coffee beans per year from approximately 60,000 mu (about 4,000 hectares) of coffee farms.

What tourism elements are part of Fushan’s coffee strategy?

Fushan integrates coffee with tourism through initiatives like coffee-themed travel, the planned construction of a coffee museum, research center, and an international coffee trading street. These aim to attract global coffee industry professionals and enthusiasts.

Who was behind the original introduction of coffee to Fushan?

Overseas Chinese returnee Chen Xianzhang introduced coffee to Fushan in 1953, marking the beginning of the region’s long-standing coffee-growing tradition.

What future developments are planned for Fushan Coffee Town?

Future plans include cultivating additional international coffee varieties, creating a coffee museum and research facility, and developing a branded coffee trading street to enhance global trade and cultural exchange in coffee.

Recommended FrontStreet Beans for Exploring Chinese Coffee Flavors

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