Yunnan Coffee officially enters a new stage of brand development

Source: Farmers' Daily

The logo of 'Smiling Yunnan Golden Monkey' appears

Yunnan Coffee officially enters a new stage of brand development

On April 7th, the "2026 Yunnan Coffee Theme Promotion Logo and Slogan Release Conference" was held in Kunming, Yunnan, China, with the slogan "At this moment, you are the coffee. The best logo for Yunnan coffee theme promotion released this time is centered around the rare and protected animal Yunnan snub nosed monkey, with vivid and lively images. Its lips are ingeniously designed in the shape of round and plump coffee beans, blending the ecological beauty of Yunnan with the rich aroma and flavor of coffee, creating a distinctive visual symbol.

The logo and the winning slogans announced simultaneously are both derived from the province wide solicitation activity launched in January this year. The activity lasted for more than a month and received a total of 11400 slogans and 1100 logo submissions from over 20 provinces and cities across the country. After being quantitatively evaluated by top experts in design, coffee industry, Yunnan culture and other fields from the dimensions of creativity and dissemination, the award-winning works were finally selected from the best, ending the long-term development status of Yunnan coffee's "scattered warfare".

As an important sector of Yunnan Plateau characteristic agriculture, the coffee industry has long been an important lever to support the development of agriculture, rural areas, and farmers, and promote rural revitalization. Relying on the natural advantages of the 23 degrees north latitude coffee golden planting belt, Yunnan coffee has formed a large-scale development in production areas such as Baoshan, Pu'er, and Lincang. The radiation of coffee in Baoshan has driven more than 10000 coffee farmers to increase their income by more than 1000 yuan per mu; Lincang Yunjia uses the "company+cooperative+farmer" model to radiate and drive coffee planting on 10000 acres; Xingye Coffee has signed long-term acquisition agreements with more than 20 coffee farmers, stabilizing the purchase price of premium beans at more than 15% higher than the market price, driving income growth for farmers in the production area… Small coffee beans are becoming a major driving force for rural revitalization, allowing coffee farmers to truly share the dividends of industrial development.

At the press conference, several coffee practitioners discussed the industry significance of the logo release, stating that it is a new opportunity for the development of Yunnan coffee. Mark, the manager of ManLao Jiang Coffee from Australia, witnessed the industry's transformation. He said, "When I came to Yunnan in 2005, I couldn't find a place to drink coffee. Now Yunnan can make coffee that suits the taste of Chinese people, and there are good boutique coffee shops everywhere." Zhang Yi, the manager of Penai Coffee, believes that the unified logo has given Yunnan coffee an exclusive label, "making everyone think of Yunnan coffee as soon as they see this logo, and expanding the track for industry development

This logo release is a key milestone for Yunnan Coffee to upgrade from 'raw material export' to 'regional brand'. Its significance lies in unifying cognition, establishing standards, empowering the world, and enabling good beans to sell at good prices. This will enhance industrial added value, benefit coffee farmers and enterprises, and is another 'golden business card' for Yunnan to build a strong green economy province, "said Zhang Sixi, Brand Director of Xingye Coffee.

In the future, Yunnan will continue to deeply explore the economic and cultural value of the coffee industry, allowing Yunnan coffee, which is marked by the Yunnan golden monkey and combines "Chinese representative, world quality, and Eastern flavor", to spread throughout the country and the world, and making small coffee beans a golden industry that drives farmers' income growth and showcases Yunnan's cultural confidence and ecological beauty. (Gao Jinliang, a full media reporter from Farmers' Daily, and Zhao Tong, a trainee reporter)