Village fortunes transformed through 'purple economy'

At the height of summer, 800 hectares of lavender are currently in bloom across Sigong village — also known as Huanghuang village — located at the foot of the Tianshan Mountains in the Ili Kazak autonomous prefecture of Xinjiang Uygur autonomous region. This natural attraction is drawing many tourists to the area.

Sigong village, which is situated in Huocheng county, began its lavender cultivation in 2009 under government guidance. Over the past decade, the area has transformed from a barren wasteland into a popular destination, attracting hundreds of thousands of visitors each year and becoming a key driver of local rural revitalization.

Liu Heimu, an artist from Shanghai, attended the lavender culture and tourism festival in June. Liu first visited Sigong village in August 2025 and was inspired by its scenery, producing over 80 artworks during his two-week stay. On his return visit, he donated a large-scale painting to the Huocheng county government and expressed his affection for the village. "I'm drawn to both the lavender and the unhurried lifestyle," he said.

The village has successfully developed a "pastoral poetry" theme since 2019, combining lodging, dining, and cultural experiences to encourage longer visitor stays and increased spending. With 72 homestays and a rise in local businesses, such as restaurants, Sigong village has emerged as a highlight of rural tourism.

Zhang Shunhai, a 63-year-old villager, has benefited from this transformation. In 2022, he rebuilt his old adobe house into eight guest rooms, taking advantage of the booming "purple economy." His guest rooms are now fully booked during the lavender season, generating over 100,000 yuan ($14,760) a year and alleviating his previous financial uncertainties from farming.

In addition to tourism, Huocheng county is focusing on processing to enhance the lavender industry and increase its value. Xinjiang Natural Aromatic Agricultural Technology, a leading enterprise, is involved in comprehensive development and has invested over 5 million yuan in research to produce 360 lavender-related products. With 31 lavender processors and distributors in the county, local farmers are experiencing increased incomes, indicating a successful shift in agricultural practices.

Nigara Abdunabi, director of the rural development center in Sigong village, noted the extensive improvement in both local livelihoods and the village's appearance, attributing these developments to the lavender industry. Renovated courtyards and enhanced infrastructure, including water supply and street lighting, have contributed to the village's revitalization.