How a Xinjiang Village Found Prosperity in Lavender Fields

Since 2009, government-led cultivation efforts have converted the Huocheng county site into a major rural attraction. The strategy shifted in 2019 toward a "pastoral poetry" theme, which encourages visitors to stay longer by bundling dining, cultural experiences, and boutique lodging. Today, 72 distinct homestays operate within the village, drawing a steady stream of domestic and international travelers who are increasingly attracted to the slow-paced lifestyle.

Local residents like 63-year-old Zhang Shunhai have traded the uncertainties of traditional farming for the stability of the "purple economy." By replacing his old adobe home with a modern guest facility, Zhang now generates over 100,000 yuan annually, a sum bolstered by renting space to young entrepreneurs who operate coffee shops and studios on his property. According to Zhang, his income has increased fivefold over the last decade as the village evolved into a regional landmark.

Beyond tourism, the region is moving toward industrial processing to capture more value from the harvest. Companies such as Xinjiang Natural Aromatic Agricultural Technology have partnered with academic institutions to develop hundreds of lavender-based products. Currently, 31 processors and dozens of cooperatives operate under an integrated model in Huocheng county, which manages 2,000 hectares of lavender. This shift has replaced slim agricultural returns with a standardized, high-efficiency production chain that extends from the fields to the consumer market.