Ms Sun, who runs a Western restaurant in Shanghai, recently placed an order for a batch of fresh Yunnan truffles, planning to launch a limited, seasonal menu. In Guangzhou, Guangdong province, Mr Chen purchased five cans of truffle sauce during an e-commerce promotion and left the comment,"Absolutely delicious!"
These goods came from Yongren county, Chuxiong Yi autonomous prefecture, in Southwest China's Yunnan province.
Truffles were once synonymous with imported European luxury and were an extravagant treat enjoyed only by a few. Today, it is a different story. Truffles cultivated in Yunnan now supply the mainstream Chinese market and are delivered overseas by air, completing their journey from exotic imports to homegrown Chinese treasures.
As truffles grow in popularity among Chinese consumers and spawn a range of derivative products, Yunnan is actively building an integrated industry chain spanning picking, processing, sales, and product innovation.
