Farmers' markets sow seeds for tourism boom

Outlets nationwide draw rising numbers of young visitors

Whenever Zhong Shuru hears about an interesting farmers' market, she is tempted to visit it.

For example, Zhong, who is in her 30s and lives in Zhuhai, Guangdong province, recently took a three-hour flight to the northern city of Tianjin just to go to Zhongshanlu Farmers' Market.

"I was intrigued when I heard this outlet had been launched by a man who has been committed to the food market business for the past three decades," she said.

Zhong's trip to Tianjin last month lived up to her expectations.

In addition to tasting distinctive local food at the market, she spoke to the owner and vendors, and gained a good impression of the venture.

"The design is based on distinctive elements such as sculptures and paintings from food markets the owner visited," Zhong said.

She was also impressed by the owner's efforts to launch a museum featuring the history of the local food market.

"He even placed his primary school's motto at the entrance to the market, giving the venture a distinctive personal touch," she said.

Zhong, who has visited hundreds of farmers' markets at home and abroad, added, "During my childhood, my mother set up a temporary stall at a food market to cover family expenses. I loved spending time there."

She first became aware of the appeal of Chinese farmers' markets when she studied anthropology in the United States more than a decade ago.

"People in the US mostly drove to supermarkets to stock up on food for a whole week — totally different from their counterparts in China," said Zhong, who has since focused her attention on Chinese farmers' markets.

"These outlets reflect distinctive local food culture and lifestyles, and are great places to start exploring a city," she said.

"For example, you can see a wide range of mushrooms from Yunnan province and large quantities of fresh fruit from Shandong province. You can also gain an appreciation of Beijingers' preference for meat, while Guangdong consumers favor herbs and offal," she added.

The way in which a farmers' market is organized also provides travelers with interesting information.

"You are more likely to see open-air markets in the north of China, where there is less expectation of rain than in the south," Zhong said.

He Minyan, like Zhong, discovered the attractions of farmers' markets more than 10 years ago when she often took her son traveling across the country.

"He was only a few years old. As we were often on the road for days, I had to go to various farmers' markets whenever I could to prepare food for him," said He, who comes from Guangzhou, capital of Guangdong.

She experienced stark contrasts in the farmers' markets she came across.

"I remember the giant steamed buns at a food market in Harbin (capital of Heilongjiang province) in 2012. They were four to five times as big as the buns we had at home," she said.

The pine nuts scattered across the floor at a farmers' market in Inner Mongolia autonomous region also surprised He.

"It was autumn, and dozens of different types of pine nuts, which are a luxury snack in Guangdong, lay on the floor," she said.