Hainan province has officially launched its annual Coffee Promotion Month, a vibrant initiative running through May 12 that aims to spotlight the island’s coffee culture while boosting its presence in global markets. The campaign features a rich agenda of industry conferences, coffee competitions, tasting events, and cultural showcases, all reinforcing Hainan’s aspirations to become a key player in the international coffee trade and agritourism.
As China’s first coffee-growing region, with a history dating back over a century, Hainan is leveraging its unique legacy and free trade port status to integrate agriculture with tourism and international cooperation, according to Ma Yuhong, deputy director of the Provincial Department of Agriculture and Rural Affairs.
Among the highlights of the celebration are ten themed agritourism sites across the province, offering immersive experiences that include eco-tours, coffee tastings, and hands-on workshops. The province has also made major strides in innovation—establishing China’s first coffee research institute, producing its first premium domestic coffee variety, and launching the country’s first instant coffee production line.
Currently, Hainan cultivates approximately 2,000 hectares of coffee farms, yielding around 2,900 tons annually, primarily in Wanning, Chengmai, and Qiongzhong. The province’s wild coffee varieties are particularly prized for their low caffeine levels, mild acidity, and distinct jackfruit aroma.
While local production remains limited, Hainan is rapidly expanding its processing capacity. Coffee imports surged by 533% in 2023, driven by tax incentives on imported raw materials and equipment under the Free Trade Port policy.
Global interest is also accelerating. Companies from Latin America, Vietnam, Ethiopia, Taiwan, and Hawaii are establishing partnerships in Fushan Coffee Culture Town, which is being developed as a central hub for global coffee experiences. “Our vision is to make Fushan the ultimate destination for coffee lovers from around the world,” said Chen Haoyang of the Chengmai Fushan Development Company.
