以咖为媒 向世界讲好中国故事——多场咖啡产业盛会在云南启幕

Brief (coffeeyo.com): On September 17, 2026, the China Tropical Crops (Coffee) Industry Conference and the China Coffee Culture International Communication Seminar opened in Kunming, Yunnan, where government representatives from major coffee-growing regions and industry leaders issued the “Kunming Initiative on Chinese-style Coffee Culture Communication,” calling for Chinese coffee to shift from “global raw-material warehouse” to “cultural exporter.”

How can a single coffee bean move a whole industry and tell China’s story to the world? On September 17, 2026, the China Tropical Crops (Coffee) Industry Conference and the China Coffee Culture International Communication Seminar were held in Kunming, Yunnan. Government representatives from coffee-producing regions such as Yunnan, Guangxi and Hainan, together with industry delegates from across China, discussed the high-quality development of the Chinese coffee industry and the international communication of Chinese coffee culture. On site, the “Kunming Initiative on Chinese-style Coffee Culture Communication” was also released.

This industry conference focused on coffee as a tropical crop for the first time, under the theme “Coffee Positioning China, Linking the Globe.” It brought together national industry resources, expert wisdom and government–enterprise strength to build a high-end platform for achievement release, exchange and cooperation, and collaborative empowerment—driving Chinese coffee toward standardization, specialty quality and branding, and helping the industry upgrade, take off and increase coffee farmers’ incomes.

The “Kunming Initiative on Chinese-style Coffee Culture Communication” released at the conference advocates moving Chinese coffee from a “global raw-material warehouse” to a “cultural exporter,” letting the world taste Chinese coffee and letting coffee tell China’s stories.

Ding Zi, Secretary-General of the China Newspaper Association, said in this regard that, based on the Kunming Initiative, he looks forward to Yunnan coffee accelerating its global reach with its distinctive Yunnan flavor, and to more good Chinese stories—like Yunnan coffee—becoming part of regular communication.

“What kind of cup is a classic Chinese-style coffee?” Ren Yuanzheng, Party Secretary and President of the Yunnan Daily Press Group, raised his expectations for Chinese-style coffee in his speech at the seminar: “We hope that in the near future, when you walk into a hotel, besides ordering a latte, a cappuccino, an espresso or an americano from the coffee machine, there will also be a cup of classic Chinese style!”

At the seminar, Ren proposed the progressive cultural-communication concept of “World Coffee, Chinese Flavor, Yunnan Expression,” and introduced how Yunnan, through cultural activities such as “viewing snow mountains over a cup of coffee,” is committed to turning communication content into perceptible, tangible experiences, further advancing the international communication of Chinese coffee culture.

China Coffee Culture International Communication Seminar site.

It is reported that during the conference Yunnan will also host a coffee-processing vocational-skills competition, a Flower & Coffee Night, the 2026 Yunnan Coffee Exhibition, the Dianchi International Coffee Culture Carnival “Autumn Charm, Coffee Wave,” and the Dianchi International Coffee Culture Carnival Cuihu Coffee Theme Market, among other events. These will showcase the vitality, technological strength and cultural power of the Yunnan coffee industry, continuously enhance the brand influence and reputation of Yunnan’s highland specialty agriculture, and build a professional platform for industry exchange, resource linking and cultural experience—letting participants, visitors to Kunming and local consumers experience the richness of Yunnan coffee culture.

By Chen Qi, reporter of Guangzhou Daily Xinhua City. Photo provided by the organizer. Edited by Zhao Xiaoman.

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