The production, transportation and consumption of tea—Pu'er tea in this case—is itself a tangible item which has generated over time a series of associated social and cultural practices that unites the disparate peoples of Yunnan. Thus, the tea road and tea fit comfortably into the marketing vision of Yunnan as a 'cultural whole' and feature in all the counties, towns and cities that are touched on by them as a key element of provincial 'branding'.