Hainan province kicked off its annual coffee promotional month on Saturday, aiming to promote local brands, expand global supply chains, and foster new business models in the burgeoning sector. The month-long event, running through May 12, features industry conferences, bean competitions, tasting contests, and cultural activities, with officials highlighting the island's potential as a hub for coffee trade and tourism.

"With over a century of history, Hainan was China's pioneer in coffee cultivation," said Ma Yuhong, deputy director of the Hainan Provincial Department of Agriculture and Rural Affairs. "Now, as a free trade port, Hainan is seizing new opportunities to integrate agriculture, tourism, and international partnerships."

The local government has been pushing a model of combining coffee with tourism, with 10 themed agritourism sites offering tastings, workshops, and eco-tours.

Hainan established China's first coffee research institute, developing its first domestically bred premium coffee variety, and introducing the country's inaugural instant coffee production line.

The province now cultivates about 4,942 acres (about 2,000 hectares) of coffee, producing 2,900 tons of beans annually, primarily in Wanning city, Chengmai county, and Qiongzhong Li and Miao autonomous county.

"Hainan's wild coffee is exceptionally rare, with a mildly acidic taste, low caffeine content and distinct jackfruit aroma," said Li Ruxin, chairman of Gebidi Gushu Coffee, during the opening of Hainan's month-long coffee promotional event.

Li said he hopes the event will help promote Hainan's unique coffee culture globally. "I want to become an ambassador for Hainan coffee," he said.

While local output remains modest, Hainan has ramped up imports - coffee bean purchases surged 533 percent year-on-year in 2023 - to supply its growing processing industry, which benefits from tax exemptions on imported equipment and raw materials under free trade port policies.

International players are taking notice. Carolina Parraguez from Latin America Commerce Exchange Co, said her company plans to establish a Hainan office to source Latin American beans, while Vietnam and Ethiopia have recently opened outlets in Chengmai county's Fushan Coffee Culture Town Tourist Area.

"Our goal is to make Fushan a one-stop destination for global coffee experiences," said Chen Haoyang of Chengmai Fushan Development Co, citing newly signed partnerships with brands from Taiwan province and Hawaii.

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