Hebei: With sun-kissed hands cradling a pot of succulents, Wang Yu beamed with a smile as warm as sunlight when he introduced the fleshy-leaved plant to curious visitors at his cultivation base in north China’s Hebei Province. Wang, 36, is the general manager of an agricultural company called Benyuan, which means “root” or “origin” in Chinese, a name that reflects his deep affection for his hometown, where he built his succulent business from scratch after quitting a well-paid job overseas.
According to Namibia Press Agency, Wang’s decision once came as a surprise to many, and perhaps even to himself. Growing up in the small Quzhou County in Hebei, he had always dreamed of exploring a wider world, which led him to pursue studies abroad. In 2015, Wang completed his studies in international relations at the University of California, Los Angeles, and went on to join a local trading company. Everything appeared to be moving along a well-planned path. However, a year later, a visit back home during his summer break changed his career trajectory.
Some old friends told him about the budding succulent craze in China, which planted the seed for a new direction. At the time, succulents were gaining popularity among Chinese consumers for their striking appearance and low maintenance. Some farmers in Quzhou had begun to notice the trend, but their efforts lacked competitiveness as they worked independently. After further research, Wang became captivated by the immense potential of developing this niche industry in a rapidly growing market. Gradually, the idea of returning home to pursue an entrepreneurial venture began to take root.
In China, farming has long been regarded as a labor-intensive, low-reward occupation and often viewed as a last resort for those with limited options, but Wang didn’t share that perspective. “I don’t see jobs as superior or inferior. I just wanted to follow my heart and give it a try,” he said. Despite resistance from his family, Wang made the final choice and returned to his hometown in 2017. That same year, he co-founded Benyuan with friends and set up 20 greenhouses dedicated to succulent cultivation.
A novice in succulent cultivation at the time, Wang soon realized it was no easy feat. Many plants died because his team lacked experience with agricultural techniques and struggled to create ideal growing conditions. “It was such a great loss,” he recalled. But Wang did not give up. Learning from his early setbacks, he took his team to study under experienced industry experts across the country and focused on developing and adopting advanced technologies.
For example, the company upgraded its traditional greenhouses to smart facilities that allow real-time monitoring of succulent growth. It has also secured several national patents for its innovations in succulent cultivation. All these efforts have boosted the overall production and turned the startup into the largest succulent cultivation base in the entire province, inspiring more locals to join the burgeoning industry.
One of them is 28-year-old Qin Xiaogang. Drawn by the growing momentum of succulent planting, the former customer service worker rented nine greenhouses from Wang’s company to start his own cultivation. He also runs an online store, selling plants through live streaming. “I knew little about succulents in the beginning, but free training on cultivation and live streaming techniques provided by the company did me a huge favor,” Qin said, adding that his current monthly earnings have more than tripled compared to his previous job.
Wang noted that he was glad to share the benefits brought by the agricultural endeavor with others. “What I’ve done is not only for my company, but also for the well-being of many rural residents.” Today, succulents have become a highlight in the agricultural county, with cultivation covering more than 3,000 mu (200 hectares) and annual output exceeding 800 million seedlings. Besides, more than 3,000 residents have found employment in this thriving sector.
Yet Wang’s story is far from over. For him, there is still more value to unlock in succulent plants. “We are promoting succulent-based cultural and creative products to meet growing market demand and elevate the industry to new heights,” he said with his signature smile.