HAIKOU /China/, November 20. /TASS/. Coffee producers in China’s southernmost province of Hainan are making active efforts to promote their specialties, China News Service reported.

According to the news website, the Hainan Free Trade Port initiative creates additional favorable opportunities to increase the recognition of local coffee brands, such as Fushan Coffee (Chengmai County in the northern island) and Xinglong Coffee (Wanning, a coastal city in the eastern province).

Drinking coffee has long been a daily habit for Hainan residents, according to reporters with China News Service. In 2017, the authorities added the Fushan coffee roasting technology to the province’s intangible cultural heritage list. As a result, Chengmai County, which is famous for having a large number of centenarians in China, has attracted even more tourists who value relaxation.

According to Fushan Coffee Board Chairman Xu Shibing, his company supplies Robusta coffee blends that are processed using technology imported from Southeast Asia. What makes this coffee special is that it "lacks any acidity" and has a touch of bitterness with a sweet aftertaste, as it combines qualities such as "aroma, intensity and a hint of chocolate," the businessman said. These characteristics made this product extremely popular with locals and visitors to Hainan, giving a major boost to the country’s economy.

"Thanks to the [Hainan] Free Trade Port initiative, the number of tourists visiting the island has been steadily rising. While [common in China] brands such as Luckin and Cotti have been gaining ground in the coffee market, Hainan’s `minuscule but exquisite’ coffee, too, is gaining recognition," Xu stressed.

The coffee industry in China’s southernmost province is facing challenges such as typhoon exposure, he specified. Furthermore, local coffee production relies heavily on manual labor, which "hampers standardization." Also, the businessman said, there is high demand and intense competition in the local market. "In the face of these challenges, the coffee industry in Hainan should preserve its authentic flavor while catering to the demands of younger consumers who seek diversity," Xu added.