'Avocado town' ripens prospects for tourism, agricultural success

Editor's note: In a series of reports titled "Claims to Fame", China Daily looks at how some regions have earned wealth and recognition through specific products to realize the goal of rural vitalization.

Traveler Jiang Chaochao added remote Menglian county in Yunnan province to her bucket list of destinations this year because of its reputation as China's "Avocado Town".

"For fitness enthusiasts, this is a huge bonus," said Jiang from Hunan province, who exercises regularly and tries to eat healthy food. "I was excited to learn that in China we have a town that can produce lots of avocados," she added.

During her visit in August, Jiang tried avocado coffee and other unusual dishes made with the fruit. "Avocado coffee is smoother than a regular latte, with the fresh avocado aroma blending seamlessly with the coffee's caramel and fruity notes. It's a low-calorie, healthy drink that's also invigorating," she said.

Wang Longsheng, 32, from Hangzhou, Zhejiang province, also enjoyed the intriguing blend during his stay in Menglian. "I had never heard of, or tasted, avocado coffee before coming here. But after tasting it, I found that the combination is more than the sum of its parts. It retains the distinct flavors of both ingredients while being refreshingly smooth," he said.

Wang's journey to Menglian in April was driven by the town's dual allure: its renowned coffee and its reputation as "Avocado Town".

Coffee is one of the cornerstones of the local economy, contributing an output value of 1.23 billion yuan ($174 million) in 2023. The county's coffee plantation area reached 6,636 hectares this year, with 116 market entities involved in the coffee business, according to the latest data of local government.

Upon his arrival, Wang was delighted by the town's vibrant coffee culture. "The coffee street here is impressive, with shops operating late into the night, which is said to be their peak business time, the opposite of the urban work schedule. Many of the coffee shop owners are also well-versed in coffee culture," he added.

While avocado-related tourism products are in their infancy compared with coffee, Wang sees their great potential. "Avocado dishes in Menglian are versatile and memorable, combining well with a variety of cuisines, including Chinese dishes. Avocado beverages are also plentiful, showcasing the fruit's compatibility with numerous recipes," he said.

The full name of the county in Pu'er, Yunnan province is Menglian Dai, Lahu, and Wa autonomous county. Its avocados are not just a trendy superfood gracing the tables of the middle-income group. Here, they are a beloved local specialty, deeply integrated into the daily lives of the residents.