In Gaoshan village, a quiet corner of Sichuan province near Chengdu, an unlikely culinary innovation is drawing attention: garlic-infused coffee. The creation of a former finance professional who left city life behind, this polarizing drink has become a symbol of China's growing 'reverse talent migration,' where urban professionals are returning to rural areas to pursue entrepreneurial ventures.
From Boardrooms to Brewing
The café's founder, who asked to be identified only as Mr. Zhang, represents a new wave of Chinese professionals trading corporate careers for rural entrepreneurship. 'In cities, I was another suit. Here, I'm building something that directly improves my hometown,' he told KhabarAsia. His garlic coffee—a blend of locally grown beans and fresh garlic—has become a surprise hit, selling over 300 cups daily.
The Rural Opportunity Equation
Analysts note improved rural infrastructure and government support programs are making countryside ventures increasingly viable. The Chinese Academy of Social Sciences reports a 28% year-on-year increase in urban-to-rural business registrations since 2021, particularly in food innovation and eco-tourism sectors.
Cultural Meets Economic Revival
This trend is reshaping rural economies while preserving local traditions. Gaoshan's success has sparked similar initiatives across southwest China, blending modern business practices with agricultural heritage. As one customer remarked: 'This isn't just coffee—it's the taste of rural China's new confidence.'
