Boosting Local Economy: How Bulgarian Village’s Famous Yoghurt is Attracting Chinese Tourists and Opportunities for Your Business
Chinese Tourists Flock to Momchilovtsi for Yogurt Festival
Each year, the picturesque Bulgarian mountain village of Momchilovtsi attracts hundreds of Chinese tourists eager to partake in a festival celebrating the local yogurt, famed for its health benefits and growing popularity in China. Visitors from across China interact with local residents in this village located in the Rhodope Mountains, near the Greek border.
Throughout the event, the village square transforms into a vibrant venue where singers and bagpipers, dressed in traditional embroidered costumes, enchant audiences with folk songs under the warm summer sun.
Yogurt and cheese producers from the region, many of whom have learned some Chinese, offer samples and products for sale. Ge Lin, a 37-year-old tourist from China, expressed her enthusiasm, stating, “Bulgarian yogurt is very popular in China… so we want to try the pure yogurt here.”
Chinese tourism in Momchilovtsi began in 2009, following the import of bacteria from the local yogurt by a Chinese dairy company. Their product, branded Mosilian, is now available in most Chinese supermarkets.
Historically, the health benefits of Bulgarian yogurt were highlighted in the early 20th century by Bulgarian microbiologist Stamen Grigorov and Russian zoologist Élie Metchnikoff, who discovered that yogurt consumption contributed to the longevity of Bulgarian peasants.
According to Prof. Dr. Penka Petrova, the director of the Institute of Microbiology at the Bulgarian Academy of Sciences, Bulgarian yogurt contains Lactobacillus bulgaricus and other regional bacteria that enhance health, immunity, and longevity. “Bulgarian yogurt may be the world’s first probiotic and has been used to treat various ailments. Each bacterial strain isolated from homemade yogurt has distinct properties,” she noted.
Recent scientific studies have further corroborated the beneficial health properties of fermented dairy products from Bulgaria.
Dimitar Danchev, a fourth-generation livestock breeder from the area, explained that local yogurt is made from both cow and sheep milk, with its characteristics varying by season. “In spring, when animals graze on fresh grass, the yogurt has specific characteristics… while in autumn, when the grass is drier, the milk is thicker,” he said.
Mitra Pareva, at 95 years old, shared her lifelong appreciation for yogurt, affirming, “Yogurt is good for me. The first foods on my table are bread and yogurt.”
Special Analysis by Omanet | Navigate Oman’s Market
The influx of Chinese tourists to Bulgaria for its unique yoghurt indicates growing interest in niche food products driven by health trends, which presents new avenues for Omani businesses in the health and wellness sector. Opportunities abound for local entrepreneurs to establish partnerships or import unique food items that cater to health-conscious consumers. Investors should consider capitalizing on emerging markets as well as strengthening ties with food producers who can leverage Oman’s strategic location to expand into the Asian market.
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