Qingtian Coffee Joins Zhejiang’s Key New-Consumption Cultivation List

At a Glance (China Coffee Network): At the 2026 Zhejiang New-Consumption Innovation Carnival in Hangzhou, Qingtian Coffee won two provincial-level awards, and its regional public IP was recognized among Zhejiang’s key new-consumption cultivation entries.

China News Service, Zhejiang, September 21 — Recently, the “Digital Trade Leads, Zhejiang Innovates” 2026 Zhejiang New-Consumption Innovation Carnival was held in Hangzhou. At this major event, Qingtian Coffee—with its deep overseas-Chinese hometown culture, distinctive industry-innovation model and strong brand influence—won two Zhejiang provincial-level awards at one stroke. At the opening ceremony, the short video submitted by the Qingtian County Western-Food Industry Development Center, “《青田咖啡：跨越山海，为你而来！》” (Qingtian Coffee: Across Mountains and Seas, Coming for You!), won first prize in the short-video category of the 2026 Zhejiang New-Consumption Innovation Competition; the film traces the 300-plus-year struggle of Qingtian overseas Chinese and tells the growth story of the Qingtian coffee-culture industry.

Beyond the visual storytelling, Qingtian Coffee’s brand strength was equally affirmed. The “Qingtian Coffee” regional public IP, submitted by the Qingtian County Western-Food Industry Development Center, was recognized as a potential new-consumption enterprise in the format category of the 2026 Zhejiang New-Consumption Innovation Competition.

This honor is full recognition at the Zhejiang provincial level of Qingtian Coffee’s distinctive innovative format, industry-development model and future market potential, marking that the local specialty consumer brand has formally joined Zhejiang’s key new-consumption cultivation list.

At the event, the carnival main venue set up a dedicated Qingtian Coffee supply point, where staff brewed and crafted cups on site, serving authentic hometown coffee to attending guests, industry experts, exhibitors and participants. Visitors stopped to taste and savor, immersing themselves in Qingtian Coffee’s distinctive flavor and getting a close look at the characteristics of the Qingtian western-food coffee industry.

“Qingtian Coffee gained a great deal from this event, with fruitful results. We not only took two Zhejiang provincial honors at once, but also served as the only coffee service provider for the main venue, greatly boosting Qingtian Coffee’s exposure and reputation—of great significance for the brand to step out of Lishui, deepen Zhejiang and promote across the whole province,” said Chen Junyi, deputy director of the Qingtian County Western-Food Industry Development Center.

Meanwhile, at the “Zhejiang Flavor Discovery” zone, the Qingtian Coffee booth drew crowds; many visitors stopped following the aroma, checked in and tasted the signature creative coffees.

“I’m drinking the bayberry iced americano; the bayberry’s fresh sweetness and the coffee aroma blend very well, not as cloying as I imagined,” said Mr. Hu, holding a bayberry iced americano, full of praise for the creative coffee. He said he was only drawn by the aroma at first, but did not expect such a refreshing taste—the bayberry’s fruity notes and the coffee’s richness complement each other.

Zheng Jianmei, a visitor from Lishui, could not hide her warmth before the booth. “Seeing the Qingtian Coffee stall feels very familiar; my cup is the rice-fish rice latte, and I taste a rice fragrance I rarely find elsewhere.” She said rice-fish rice is a familiar ingredient from her hometown; combined with coffee it sparks a distinctive flavor—both novel and intimate.

In recent years, the Qingtian coffee industry has kept developing, integrating overseas-Chinese hometown culture with local character to gradually form a highly recognizable coffee brand. Its appearance at the Zhejiang Flavor Discovery zone not only brought taste surprises to visitors, but also became a vivid window showcasing the integrated development of Qingtian’s specialty agriculture and coffee culture.

Next, Qingtian will continue to tap overseas-Chinese resources, deepen the new-consumption track, polish the “Qingtian Coffee” regional public brand, constantly enrich consumption scenarios, innovate industry formats, drive county-level consumption upgrading with distinctive industries, and inject Qingtian strength into Zhejiang’s high-quality new-consumption development.

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1. This article is compiled and edited by China Coffee Network (coffeeyo.com) and reprinted from China News Service (Zhejiang): “《青田咖啡跻身浙江省新消费重点培育行列》”. The copyright of the original article belongs to China News Service (Zhejiang) 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.
2. Original: China News Service (Zhejiang), by Zhou Jian and Chen Rouyu.
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