On the morning of the 28th, local time last month, in a village in Tongren, Guizhou province, southern China. After taking a cable car and entering into the thick fog, we reached midway up the mountain in just over 10 minutes. After catching our breath and climbing the seemingly endless stairs for about 40 minutes, the two peaks of Fanjingshan, which is listed by UNESCO, came into view. Elevation 2,572 meters. Looking at the mountain rising through the fog and clouds, people marveled that they felt "like immortals."
The next morning, this time we boarded a cruise on the city's stream. After traveling for about an hour along the Wu River, gorges and small waterfalls appeared. Fog clung to the steep cliffs of the karst terrain, and the clear river glowed emerald. Lost in the beautiful natural scenery, we spent another hour, and as we neared the pier, a welcoming song could be heard as a group of ethnic minorities glided in by boat.
With more than 92% of the region composed of mountains and hills, the rugged terrain that once hindered investment has been transformed into a destination that captivates tourists thanks to government support. In December 2023, Guizhou province was selected as a target region for the "hinterland strategy" at a Chinese policy meeting. In May last year, after the Two Sessions, President Xi Jinping chose it as his first inspection site and personally added momentum. The number of foreign tourists who visited Guizhou province last year surged 267% from a year earlier.
Another defining feature of Guizhou province is matcha. Living up to its title as the largest matcha-producing region in China, Guizhou was filled with matcha everywhere. From meals shared with ethnic minorities such as the Miao and Dong to the bustling Zhongnan Gate Historic and Cultural Street, which retains traces of a Ming-era walled city, everything was steeped in matcha.
Unlike Korea and Japan, where it is mainly consumed as desserts or beverages such as ice cream and cookies, matcha could be found in everything from dumplings, fish dishes, noodles, and chicken soup to wine and beer. Guizhou province produces about 2,500 tons (t) of matcha a year, of which 1,300 t is exported to 54 countries worldwide.
Tongren in Guizhou province was preparing to export matcha wine. Mayor Murong Kun of Tongren said, "There are red (hongjiu) and white (baijiu) wines in the world, but is there a green wine?" adding, "We made a liquor using the best-quality matcha and rice, and we are preparing to launch it while deliberating over the product name," and asked whether it would suit Korean tastes.
The uninterrupted traditions of the ethnic minorities also gave Guizhou its unique color. Near Guiyang, visitors can enjoy Miao ethnic performances featuring ornate traditional costumes. You can also share Dong cuisine and taste liquor in keeping with their traditional rites.
When President Xi visited Guizhou province last year, he said the culture of the ethnic minorities is simple and distinctive and noted, "I hope to better build Chinese-style modernization through rural revitalization."
Tongren is aiming to become the "second Zhangjiajie." The idea is to capture spillover demand from tourists heading to Zhangjiajie, one of the most popular Chinese destinations for Koreans. Unlike other crowded attractions, the ability to tour in a quiet and tranquil setting is another draw of Guizhou.
Infrastructure, which is currently somewhat lacking, is set to be expanded. The difficulty of having to transit through places such as Shenzhen or Jinan to reach Guizhou province from Korea will disappear starting in the second half. A Tongren official said, "To actively attract Korean tourists, we will open a direct Tongren–Incheon route in August."
At the 20th Guizhou Province Tourism Industry Development Conference held on the 30th last month, Guizhou province announced incentive policies to attract foreign tourists worldwide. "Tourist attraction incentives" and international tourism air route subsidies will be provided, with a total scale of about 100 million yuan (about 21.9 billion won).
Xie Nian, executive deputy director-general of the Publicity Department of the Guizhou Provincial Party Committee, said, "Beyond its excellent natural scenery, Guizhou's culture is diverse, with 56 ethnic minorities and 757 traditional villages," adding, "It has a different color from Beijing, Shanghai, and Guangdong. It may even be a more authentic face of China."