The indigo milk cap, trumpet of the dead, darkening brittlegill, and ox tongue — wild mushrooms with names as intriguing as the thrill of foraging them. This summer, these fungi have sparked a frenzy across southwestern China, with young Chinese flooding Yunnan and Sichuan provinces to join guided mushroom hunts.

Driven by social media platforms, where posts capturing the allure of hunting for rare fungi have gone viral, tour operators are offering guided experiences, particularly for curious newcomers, turning the once-niche activity into a growing tourism trend.

This year, media reports indicate that the number of mushroom foraging professionals has increased tenfold, while customer numbers have tripled or quadrupled. During the foraging season, from June to September, experienced guides can earn over 100,000 yuan ($14,000) per month.

Li Yuetian, an outdoor club manager, offers premium tours for 298 yuan per person. The 5-6 hour experience includes transportation, a guided hike, mushroom foraging, and a mushroom-themed meal. Her tours, limited to small groups of two to 10, have been popular this summer, especially with independent travelers from eastern China’s Jiangsu and Zhejiang, hosting 10 to 20 guests daily.

According to Li, younger travelers are increasingly prioritizing personalized, high-quality adventures. “Mushroom foraging is now seen as more than just a hunt — it’s an immersive experience blending outdoor exploration and cultural discovery,” she said. “Visitors prefer paying more for quality over joining cheaper tours. They value their time and the experience.”

After seeing friends post about mushroom-picking tours on social media, Deng Yongli set off from Chengdu to a village in southwestern Sichuan for her own experience. Guided by local villagers, she hiked three kilometers into the forest to forage.

Despite the bugs, dense foliage, and thorny paths, Deng, 21, said: “When I picked one exotic mushroom after another, I couldn’t stop. I became more enthusiastic and increasingly fond of it.”

While mushroom foraging has long been a cherished tradition in southwestern China, particularly in Yunnan, it has evolved into a popular form of experiential tourism in recent months. Travel agencies across the region now offer packages that combine mushroom foraging with activities like horseback riding and hiking, attracting visitors from all over the country.

Yunnan’s diverse ecosystems, ranging from tropical rainforests to alpine zones, make it a hotspot for wild mushrooms, or macrofungi. The province is home to nearly 900 species of wild mushrooms, making up about 36% of the world’s edible varieties and 90% of China’s total.

For many locals, guiding tourists into the mountains during the summer has become a lucrative side business, often matching their annual income. Some even collaborate with visitors to host mushroom feasts, further boosting the local economy.

While foraging tours continue to grow in popularity, safety concerns are mounting. In May, Yunnan food safety authorities issued a warning about the risks of picking, selling, and consuming unfamiliar wild mushrooms, particularly those that are moldy or difficult to identify. Clear guidelines for handling these mushrooms remain limited, raising concerns about the potential dangers for both tourists and locals.

Service quality has also come under scrutiny, with social media feedback pointing to unprofessional guides and a lack of proper scientific information during foraging hikes. In July, a woman went missing while mushroom picking in Yunnan’s Zhenyuan area, underscoring the need for caution in mountainous areas. Authorities have stressed the importance of vigilance when participating in foraging tours.

However, the outdoor club managers Sixth Tone interviewed asserted that the foraging market is evolving to include both private guides and club organizers. As the industry expands, price competition has become a concern, with some operators potentially sacrificing service quality. Many companies rely on local experts to guide guests along established routes, but the rise of online promotion has lowered entry barriers, leading to a wide variety of individuals being hired as guides.

Cheng Yao, manager of an outdoor club in Yunnan’s city of Dali, emphasized the need for professional training, advocating for certifications as mountain guides and mycology educators. She said these qualifications are crucial for ensuring outdoor safety and support. Cheng also highlighted the importance of preparing for unexpected situations, such as extreme weather or medical emergencies, to provide a safe and educational experience for tourists.

Wang Minyan, a 32-year-old retail operator in Shanghai, has made mushroom foraging a yearly tradition, venturing to Yunnan during the rainy season. “Everything is unpredictable; even meticulously planned trips can end with no mushrooms,” she said.

This year, she’s noticed a surge in one-day hiking tours offering wild mushroom foraging. While these tours promise a thrilling adventure, Wang underscored the importance of the right weather, location, and timing for a successful experience.

While these tours promise a thrilling adventure, she emphasizes that those focused only on eating mushrooms might find it more convenient to buy them at a market. For her, foraging is about the journey, not just the harvest.

(Header image: After a successful hunt for mushrooms, Yunnan province, 2024. Courtesy of Cheng Yao)