From Jingmai Mountain to the Huangpu River: “Pu’er Gift” Makes Its Debut Group Appearance at the CIIE

At a Glance (China Coffee Network): At the 9th China International Import Expo, Pu'er, Yunnan debuted as a unified delegation for the first time — 14 enterprises pooling over a thousand products under the "Pu'er Gif…

Yunnan Net (Reporters Zhang Meihuan and Xu Zhuohao) — From November 5 to 10, the 9th China International Import Expo (hereinafter “the CIIE”) was held in Shanghai. Pu’er City of Yunnan Province organized its first centralized, group appearance at the expo: 14 enterprises from tea, coffee, agriculture, culture and tourism gathered at Booth N2 of the National Exhibition and Convention Center (Shanghai) under the theme “Unique Pu’er, a Fragrant Meeting with the World,” presenting global traders with a “Pu’er Gift” from the northern tropic.

This is the first time Pu’er has appeared at the CIIE’s cultural exchange section under its overall regional identity. The booth design draws on Pu’er’s landscapes and its tea-and-coffee character, blending the verdant ancient tea forests of Jingmai Mountain, the rich aroma of coffee plantations and a modern exhibition language. Here, visitors can sip a thousand-year-old tea and also hand-brew a cup of Pu’er coffee roasted that very day — “coffee in one hand, tea in the other” is precisely the freshest city card Pu’er offers the world.

Pu’er is famous for its tea. The city’s tea-garden area reaches 2.243 million mu, with 2025 crude-tea output at 176,200 tonnes and a comprehensive tea-industry output value of 51.32 billion yuan, up 9.27% — leading the province in area, output and value. Certified organic tea gardens cover 666,100 mu, and the Cultural Landscape of Old Tea Forests of Jingmai Mountain is the world’s first tea-themed World Cultural Heritage. “Pu’er tea” is shifting from exporting raw material toward exporting standards and brands.

Pu’er is also the “Coffee Capital of China.” The city’s coffee planting area is 734,000 mu with output of 84,000 tonnes, both ranking first nationally; its green-bean output accounts for about half of the national total. In 2025, the comprehensive output value of the coffee industry chain surpassed 10 billion yuan, raising the per-capita annual income of 220,000 coffee farmers above 9,600 yuan. The share of specialty green beans rose from 10% to 46.2%, and the deep-processing rate from 8% to 54.02%. “Pu’er coffee” was included in the first batch of the China–EU Geographical Indications Agreement, with a brand value assessed above 4 billion yuan; leading players such as Nestle, Starbucks and Luckin have all built supply chains in Pu’er. Across the city, 64 tea-and-coffee estates and over 300 new-style tea-and-coffee spaces are now in operation.

Enterprises exhibiting this time, such as Pu’er Tea Investment Group and Aini Manor Coffee, string together the full “seed-to-cup” industry-chain story, with purple rice, sweet bamboo shoots, “Yunyao” products and premium avocados together sketching the rich picture of Pu’er’s plateau specialty agriculture. “We hope global traders take away not just products, but a Pu’er way of life,” said a representative of the trading delegation. Presented uniformly under the “Pu’er Gift” brand, the exhibits mark a chance for Pu’er to send more ecologically pristine goods “hidden deep in the mountains” across the country and to meet the world with fragrance.

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