In the last years, the Alentejo coast has undergone a profound transformation. The unregulated proliferation of intensive agriculture has attracted a phenomenon of mass immigration of seasonal workers to this region, combined with the desertification of its native population, who leave to seek for better conditions of living and employment in more developed areas of the country or abroad. Just over a year ago, the multinational companies of red fruits discovered this "California" of low-cost and intensive production. The plantation plains and paradise destinations are being swallowed by seas of plastic in the face of the Southwest Alentejo's Natural Park.Attracting locations for agriculture   not an easy task; the low wages, the intense physical load, and the social disrepute associated with agricultural work may have set the potential for local labour aside. Thousands of immigrants from Asian countries are profoundly changing the demographics of the Alentejo coast. Combined with the arrival of these workers, there was a proliferation of casual labour and urban exploitation. The majority of these workers do not settle definitively, in the last year there was an increase in requests for family reunification. More and more families choose the Alentejo coast as a starting point for a new life. In a radical reversal of the phenomenon of the 60's, the Alentejo went from a starting point to an arrival point. The enormous socio-cultural and economic dichotomy of the region make it unique, and this reality of thousands of young foreigners arriving every year to the oldest region of the country deserves a deep reflection.