Bulgarian yoghurt, particularly from the village of Momchilovtsi, has become a significant tourist attraction: hundreds of Chinese tourist's flocks to the Bulgarian mountain village for a festival celebrating the local yoghurt.
Primarily the yoghurt popularity stems from its reputed health benefits and has become a hot item among consumers in China.
Chinese tourists mingle with the locals in the Rhodope Mountains near the Greek border.
Chinese tourists have been visiting Momchilovtsi since 2009; a Chinese dairy company first imported the unique bacteria from Momchilovtsi yogurt to create its Mosilian brand.
The visit appears to be a part of a cultural experience; as a performance is taking place in the village square featuring singers and bagpipers in traditional embroidered costumes in the late summer sun.
The Mosilian products are now widely available in Chinese supermarkets, and their popularity has led to a growing interest in the Bulgarian village.
The 37-year-old tourist, Ge Lin, said, “Bulgarian yoghurt is very popular in China. We want to try the pure yoghurt here.”
In the early 20th century, scientists Stamen Grigorov and Russian zoologist Elie Metchnikoff discovered a connection between the consumption of yoghurt and the long lives of Bulgarian peasants.
Bulgarian yoghurt contains Lactobacillus which are believed to enhance health, immunity, and longevity.
The recent surge in tourism, driven by the popularity of Bulgarian yoghurt, has boosted the village’s economy.
This interest particularly from China has not only been in tasting the famous yogurt but also in understanding its production.
The popularity of the yoghurt is linked to its widely believed beneficial health properties.