At a Glance (China Coffee Network): At the 9th Shanghai Characteristic Products Trade Fair for Pairing-Assistance Regions, Lushui City (Nujiang) brought its full coffee industry chain to the “Yunnan Coffee” zone—eight experience units from germplasm origin to gorge heritage—and signed an agricultural-supply strategic cooperation agreement with a Shanghai enterprise, sending Nujiang’s premium coffee from the gorges to Shanghai.
Recently, the 9th Shanghai Characteristic Products Trade Fair for Pairing-Assistance Regions opened at the Shanghai Exhibition Center. Lushui City, Nujiang Lisu Autonomous Prefecture, Yunnan, organized 10 local enterprises to travel to Shanghai as a group and settle into the fair’s “Yunnan Coffee” zone. Good news came during the event: Nujiang contestant Chen Gaoqiang won the senior-category championship at the 9th Shanghai Coffee Masters during the Shanghai–Yunnan coffee-skills exchange contest, adding another gold-lettered accolade to Lushui’s coffee industry. Through a series of moves—full-chain experience, dedicated promotion and production-sales signing—the Lushui delegation showcased how Shanghai–Yunnan collaboration is enabling the quality upgrade of Nujiang’s premium coffee industry, and kept widening the external sales channels for Nujiang coffee and other specialty farm products.
A Champion Emerges: A Nujiang Contestant Tops the Shanghai Coffee Masters
Held alongside this edition of the pairing-assistance fair, the 2026 Shanghai Coffee Industry Vocational Skills Competition and the 9th Shanghai Coffee Masters comprised two segments—creative-coffee themed performance and comprehensive skills performance—covering core links such as latte-art competition, Yunnan-coffee creative signature drinks, green-bean roasting, creative-coffee making and cupping evaluation. It fully covered the core craft of the coffee industry chain and thoroughly tested contestants’ professionalism and innovation. Over the two-day event, coffee practitioners from Shanghai and Yunnan competed on the same stage and bonded through craft.
Relying on solid fundamentals and excellent on-the-spot performance, Nujiang contestant Chen Gaoqiang stood out in the senior-category contest and won the championship. The Lushui Municipal People’s Government was simultaneously awarded the Best Strategic Partner prize—a contestant’s victory paired with a government honor, a vivid epitome of Shanghai–Yunnan coffee-industry collaboration.
Dedicated Promotion: Songs and Dance Extend an Invitation to Coffee-Tourism Fusion
On opening day, the Lushui dedicated promotion was held as scheduled inside the exhibition hall. Lisu song-and-dance performers sang Lushui’s theme song and performed original ethnic dances, bringing gorge-region flavor to the banks of the Huangpu River.
Hu Xiaojie, deputy mayor of Lushui Municipal People’s Government, gave a dedicated presentation on “Coffee-Aroma Gorge · Warm Living by the River”—Yunnan·Nujiang premium coffee and Lushui sojourn products—systematically presenting the sojourn vision of “Mysterious Nujiang · Outdoor Paradise · Warm Lushui,” and pushing “passing-through” tourists toward becoming “staying” sojourners. Hu detailed Nujiang premium coffee’s ecological endowments and industrial achievements, and used the “five-warm service system” to string together Lushui’s riverside morning light, forest hikes and hot-spring nights. She invited everyone to follow the G219 national highway to see the Zaotang song festival, check in at Laohutiao, and experience 17°C cave coffee… embarking on the “This-Life-Must-Go-Wild-219” journey, staying a few days in Lushui to savor gorge coffee and enjoy healing sojourn time.
Supply-Cooperation Signing Builds a Platform; Production-Sales and Talent Advance on Two Fronts
During the fair, the Lushui Supply and Marketing Cooperative Union signed an agricultural-product supply strategic cooperation agreement with Shanghai Manzhu Trading Co., Ltd. Under the agreement, the two sides will establish a regular cooperation mechanism in product production-sales matching, barista skill training and competition contestant referrals, relying on Shanghai’s consumer-market and professional-talent strengths to provide sustained support for Lushui coffee’s quality control, talent reserve and channel expansion. Chen Gaoqiang’s championship is precisely the fruit of the Shanghai–Yunnan talent co-cultivation mechanism, and a vivid example for follow-up contestant-referral cooperation.
Eight Units Link “From Seed to Cup,” Interactive Check-Ins Draw Crowds
This Lushui exhibition lineup was dominated by coffee-market players, collectively settling into the Yunnan Coffee zone; participating enterprises covered multiple links of Nujiang premium coffee—planting, processing, roasting and brand operation.
Around Nujiang coffee’s full industry chain, the zone set up eight interactive experience units—”Germplasm Origin,” “Gorge Heritage,” “Intangible-Cultural-Heritage Coffee Aroma,” “Coffee-Legged Fusion,” “The Way of Roasting,” “Extraction Science,” “Brand Power” and “Coffee-Tourism Fusion”—fully covering every link from germplasm breeding and base planting-harvesting to primary and deep processing, roasting-extraction, brand building and coffee-tourism fusion.
Each enterprise arranged docents and dedicated baristas on site for zone explanation, reception and interactive experiences; the zone simultaneously looped a Nujiang coffee-industry feature video and set up flavor reference cards and industry boards, integrating physical display, interactive experience, buyer matching and brand communication. Meanwhile, this edition’s Lushui delegation deeply integrated the content-linkage mechanism, setting up check-in interactions in the Yunnan Coffee zone that strung the eight experience units into a “G219 Coffee-Seeking Journey” route; after collecting stamps to clear the route, visitors could receive an exclusive coffee gift, effectively extending dwell time and deepening public awareness of the Nujiang coffee brand.
The coffee aroma of a river-gorge answers the appointment by the Huangpu. Riding the east wind of Shanghai–Yunnan collaboration, Nujiang premium coffee—carrying the wild mountain spirit of the Gaoligong Mountains—is walking out of the gorges and into Shanghai, continuing to tell the industry story of “Mysterious Nujiang · Warm Lushui” on a larger market stage. (By Shi Yang, Shen Jiancui)
Reprint Notice & Disclaimer
- This article is compiled and edited by China Coffee Network (coffeeyo.com) and reprinted from Yunnan Net: “《从“种子到杯子” 怒江泸水携全产业链惊艳亮相上海展销会》”. The copyright of the original article belongs to Yunnan Net and the original author. This site reprints it solely for coffee-industry information sharing and does not represent our position; all data and views are subject to the original. We thank the original author for their creation and sharing.
- Original article: Yunnan Net: 《从”种子到杯子” 怒江泸水携全产业链惊艳亮相上海展销会》
- If there are any issues regarding content authorization, attribution, copyright or other matters, please contact this site promptly; we will verify and cooperate in handling them at the first opportunity. We also welcome coffee producing regions, brands and industry media to exchange and contribute articles.
- Contact China Coffee Network (coffeeyo.com): Tel 400-0000-641 (+86-18288016826) | Email 405854472@qq.com | Address: Jinghong City, Xishuangbanna, Yunnan Province / Tieling City, Liaoning Province, China
Related Reading
Three Decades of Shanghai-Yunnan Collaboration: A Coffee Bean ‘Ferments’ at the Import Expo
Why Yongde’s Coffee Beans Won Gold in Shanghai – A Taste of ‘Life in Yunnan: 365 Days’- Yunling Commentary: Yunnan Coffee Turnaround Hinges on Autonomous Pricing
A ‘Travel Pack’ Reveals Another Possibility for Pu’er Baristas- Bean in Short Supply: A Taiwan Youth on Yunnan Coffee as a Shared Cross-Strait Stage
- Five Years, Eight Championships: Lincang Coffee Joins the World Stage
Liaoning ICP Security No. 21122402000217