https://mp.weixin.qq.com/s/9P2XwIO3Rts4S5Scy3kYQw

When the rainy season arrives in Yunnan, the scene of "June mushroom fragrance filling the markets" from the Qing Dynasty's "Dian Hai Yu Heng Zhi" mirrors the bustling trading lights of the Mushihua Market at 3 AM, marking the official start of Kunming's annual culinary feast – the "Mushroom Season."

當云南雨季來臨，清代《滇海虞衡志》中“六月菌香滿市廛”的盛景與木水花市場凌晨3點的交易燈火交相輝映，昆明人的年度舌尖盛宴——“菌子季”正式開啟。

In the summer of 2025, with the launch of a series of events like the "Cool Paradise · Happy Shopping in Spring City" Consumption Season and the 2025 Summer Yunnan Culture and Tourism Theme Press Conference, themed around "A Way of Life Called Yunnan · Cool Summer and Mushroom Fragrance," wild mushrooms are transforming from "mountain delicacies" into Kunming's iconic symbols, opening up boundless possibilities for the fusion of business, culture, and tourism.

2025年盛夏，隨著“避暑天堂·樂購春城”消費季、“有一種叫云南的生活·夏涼菌香”2025年夏季云南文旅主題新聞發(fā)布會等一系列活動啟動，野生菌正從“山珍”蛻變?yōu)槔ッ鞯某鞘谐壏枺藙由涛穆萌诤系臒o限可能。

From "Record of Delicious Food" to "Chronicle of Mushrooms"

從“食鮮記”到“菌物志”

Yunnan people cannot live without mushrooms; it's a taste memory etched in their genes. Three out of every ten edible mushroom species worldwide come from Yunnan. From Yang Shengan's "sea breeze blowing jade branches" in the Ming Dynasty to Wang Zengqi's vivid description of "all kinds of mushrooms appearing" in "The Rain of Kunming," Yunnan's mushroom-eating culture has continued for 600 years.

云南人不能沒有菌子，這是刻在基因里的味覺記憶。全球每十種可食用菌類中，就有三種來自云南。從明代楊升庵筆下的“海上天風吹玉枝”，到汪曾祺《昆明的雨》中“諸菌皆出”的鮮活描寫，云南的食菌文化已延續(xù)600年。

Today, this centuries-old tradition is breaking into mainstream culture through innovative forms: the Kunming Institute of Botany, Chinese Academy of Sciences, has launched a special stamp issue titled "Edible Mushrooms (II)," six cartoon IP characters of wild mushrooms have debuted, and the Yunnan Mushroom Life Season, through art exhibitions, theatrical performances, and creative markets, is bringing mushrooms from the dining table to every corner of urban life.

如今，這一傳統(tǒng)正以全新形式“破圈”——中國科學院昆明植物研究所推出《食用菌（二）》特種郵票，6款野生菌IP卡通形象亮相，滇生菌物生活季通過藝術展覽、戲劇巡游、創(chuàng)意市集等活動，讓菌子從餐桌走向城市生活的每個角落。

From "Mountain Treasure" to "City Treasure"

從“山珍”蛻變“城珍”

Kunming is upgrading its entire industry chain to transform the fleeting mushroom season into a sustainable consumption growth engine. The Municipal Catering and Food Industry Association has released a "Wild Mushroom Cuisine Recommendation List," providing authoritative guidance for tourists, from hot pot and stir-fries to creative cuisine. 188 yuan wild mushroom hot pot sets, "luxury" mushroom across-the-bridge rice noodles, home-style stir-fried mushrooms... major restaurants are launching featured dishes to satisfy various needs. In the future, the formulation of "Kunming Wild Mushroom Catering Service Standards" will further promote the standardization and branding of the industry.

昆明正通過全產業(yè)鏈升級，將短暫的菌子季轉化為可持續(xù)的消費增長極。市餐飲與美食行業(yè)協(xié)會發(fā)布“野生菌美食推薦榜單”，從火鍋、炒菜到創(chuàng)意料理，為游客提供權威指南。188元的野生菌火鍋套餐、菌子過橋米線“奢侈品”、家常炒菌子……各大餐廳紛紛推出特色菜品，滿足不同需求。未來，《昆明野生菌餐飲服務規(guī)范》的制定將進一步推動產業(yè)標準化、品牌化發(fā)展。

From "Eating Mushrooms" to "Playing with Mushrooms"

從“吃菌子”轉型“玩菌子”

The hashtag #wildmushrooms on Douyin has exceeded 29.6 billion views, and "mushroom hunting" has become a new tourism experience in Yunnan. The market is seeing products like "mushroom hunter" day trips and study summer camps, where tourists can follow professional guides into the mountains to search for mushrooms, make specimens, and even take home mushroom-themed creative accessories.

抖音上#野生菌話題播放量超296億次，“采菌子”已成為云南旅游新體驗。市場上涌現(xiàn)“菌子獵人”一日游、研學夏令營等產品，游客可跟隨專業(yè)向導進山尋菌，制作標本，甚至帶走菌子文創(chuàng)掛件。

Associate Professor Liu Hongfang from the Yunnan University of Finance and Economics' Cultural Tourism Industry Research Center suggests that in the future, themed hotels, airline meals, and other options can be developed to create a "mushroom-tourism-culture-business" linked ecosystem, making " journey to Kunming for a wild mushroom" travel reason.

云南財經大學文旅產業(yè)研究中心副教授劉宏芳建議，未來可開發(fā)菌子主題酒店、航空餐食等，打造“菌旅文商”聯(lián)動生態(tài)，讓“為一朵菌子奔赴昆明”成為最具“蘑”力的旅行理由。

As the lights of the Mushihua Market still shine brightly, 600 years of mushroom fragrance is spreading to the world through modern industry. Kunming is transforming the gifts of the season into a lasting city memory, truly making "mountain treasure" become a "city treasure."

當木水花市場的燈火依舊明亮，600年的菌香正通過現(xiàn)代產業(yè)飄向世界。昆明，正將季節(jié)的饋贈轉化為永恒的城市記憶，讓“山珍”真正成為“城珍”。