The 2nd Lijiang Yulong Snow Mountain Coffee Activity Week Opens

At a Glance (China Coffee Network): On May 21, the 2nd Lijiang Yulong Snow Mountain Coffee Activity Week opened in Baisha Ancient Town, themed “A Cup of Coffee, the Snow Mountain in View,” blending coffee with cultural tourism and intangible heritage—and directly lifting local coffee consumption 10%–30%.

In early summer, the aroma of coffee lingers beneath the Yulong Snow Mountain. On the morning of May 21, the 2nd Lijiang Yulong Snow Mountain Coffee Activity Week kicked off in Baisha Ancient Town, Yulong County, Lijiang City, Yunnan Province. Themed “A Cup of Coffee, the Snow Mountain in View,” the event adopts a multi-point, region-wide linkage format and, by deepening the cross-boundary fusion of “coffee + cultural tourism + intangible cultural heritage (ICH),” is committed to creating an immersive, panoramic new cultural-tourism integration experience.

At the opening, the newly built Baisha Coffee Museum made its debut, aggregating diverse functions such as premium display and sales, ICH inheritance, and study-tour education; at the same time, the Yulong County Coffee Association was officially inaugurated, and the authorization ceremony for the PCA professional coffee competition system was held, laying a solid foundation for cultivating local professional coffee talent and promoting standardized industry development. In the product-incubation segment, quality products from Yunnan’s six major coffee regions—Pu’er, Baoshan, Lincang, Nujiang, Dehong, and Xishuangbanna—along with dozens of Lijiang local specialty ICH and agricultural-product brands, moved in collectively, building a normalized platform for production–sales matching and brand promotion.

Beyond the Baisha Ancient Town main venue, this Activity Week also linked multiple branch venues at Lijiang Sanyi International Airport, Lijiang High-Speed Rail Station, Lijiang Modern Flower Industrial Park, and Lugu Lake Scenic Area. Each branch venue launched differentiated experience programs based on local characteristics—for instance, the Modern Flower Industrial Park introduced a “Sea-of-Flowers Coffee Tour,” blending edible flowers with Yunnan small-grain coffee; the Lugu Lake branch, centered on the “Mosuo culture + coffee” distinctive format, offered ICH textile experiences and folk interactions. During the event, the locality will also focus on the full industry chain for targeted investment promotion, highlighting quality cultural-tourism integration projects such as the Wenbihai wellness resort, the Lashihai Dark-Night Starry-Sky international tourism destination, the three major Jinsha River wharves, and the Baoshan Stone City tourism comprehensive development.

As an attempt to transform from a major cultural-tourism city into an immersive cultural-tourism experience destination, the coffee business at the foot of the snow mountain is becoming a new track for Lijiang’s cultural-tourism integration. Currently, Yulong County already has more than 400 coffee operating entities, with over 130 concentrated in Baisha Ancient Town alone.

Data shows that since the first Coffee Activity Week, the locality has continuously deepened the “A Cup of Coffee, the Snow Mountain in View” cultural-tourism new IP, directly driving a 10% to 30% increase in coffee consumption, with annual sales surpassing 400 million yuan and more than 2,300 jobs created, gradually building a full industry chain of “tertiary industry leading secondary, promoting primary.” In 2025, the county received 28.1425 million visitor trips across its entire territory and achieved total tourism spending of 21.038 billion yuan; high-quality coffee slow-living is constantly being transformed into a strong new engine for local economic development and rural revitalization. (Workers’ Daily client, reporter Zhao Lihao)

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