KUNMING — Deng Lei embarked on a unique summer vacation with his wife and child in Kunming, Yunnan province.

Instead of heading straight to popular scenic spots, the family's first stop was an unconventional one — an old-school farmers' market.

"I have never seen such a diverse array of wild mushrooms. I want my child to experience this," says Deng, from Hunan province.

Yunnan people are famous for using a wide range of edible mushrooms, herbs and flowers in their cooking.

The summer tourist season coincides with the peak season for wild mushroom sales in Yunnan, which makes various farmers' markets excellent places to experience the local culture.

According to data from online platforms like Meituan and Dianping, searches for "farmers' market" in Yunnan over the past month have increased by over 160 percent from the previous month. For many travelers, touring the farmers' market has emerged as a new way to explore Yunnan.

Yunnan Mushuihua Wild Mushroom Trading Center, the largest market of its kind in China, carries a wide variety of edible wild mushrooms, such as Collybia albuminosa and matsutake.

Zhai Zhanshi, head of the marketing department of the center, says the average daily passenger flow has exceeded 20,000 over recent days, and many of the visitors to the center are tourists from outside Kunming.

"The internet has played a big part in lifting the popularity of the center," says Zhai, adding that tourists with suitcases have become a unique sight in the market this year.

With an average daily passenger flow of 60,000 during summer, the Daguan Zhuanxin Farmers' Market in downtown Kunming is a magnet for both locals and tourists.

With its diverse offerings, many of which are local specialties and rarely found in markets in other cities, the market serves as a food museum showcasing the authentic local way of life.

Young people, particularly, enjoy strolling through the market, trying local foods, and soaking up the vibrant atmosphere. After their visit, they will often share their culinary adventures and hand-drawn shopping maps on social media.

Data from Meituan and Dianping indicated that in the past month, comments for the market have increased by over 60 percent compared with the previous month, making it the most-discussed farmers' market in China.

"The best way to experience a city is by immersing yourself in the local farmers' market," says Liu Ziyu, a young woman from Shanghai.

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