More than just tea, China brews new success story

With about 100 million yuan of investment, the project includes a demonstration base planting area covering 72 hectares, as well as processing, research and development, training, sales and other services and facilities.

The project is expected to create 3,200 jobs, help farmers attain household incomes of up to 100,000 yuan a year and attract 1 million tourists annually, according to the company. When cultivation areas cover 4,000 hectares, output is expected to reach 4,200 tons a year, with annual output value of 1.2 billion yuan, it said.

The project's general manager, Zhao Jinlong, said Hainan's Xinglong coffee is well poised to be successful in domestic and international markets.

"The Chinese economy has developed to a new stage, with consumption upgrades to come. The coffee industry is also set to undergo a transformation, with China's consumer population ushering in new development," industry association deputy secretary-general Wu Chunguang said.

"Xinglong coffee will certainly be able to fit the times, helping to showcase the great rejuvenation of the Chinese nation."