依托云南咖啡产区 多方共探中式咖啡文化对外传播窗口构建

Brief (coffeeyo.com): At the “World Coffee · Chinese Expression” seminar roundtable in Kunming on September 17, voices from Kunming’s culture-tourism group, the Pu’er Coffee Association, the Dehong tropical-agriculture institute and Nujiang outlined how Yunnan is turning coffee from a raw-material export into a carrier of lifestyle, local culture and experience value.

“A cup of coffee is not only a vivid carrier of everyday life, but also an important medium driving cultural-tourism integration upgrade and helping a city brand break out.” On September 17, at the roundtable of the “World Coffee · Chinese Expression”—China Coffee Culture International Communication Seminar and the 2026 China Newspaper Media International Communication Work Symposium, Jiao Ying, deputy manager of the marketing planning department of Kunming Culture & Tourism Group, shared the three-year practical results of the Dianchi International Coffee Culture Carnival.

Jiao Ying introduced that in 2024, the inaugural Dianchi International Coffee Culture Carnival successfully set a Guinness World Record for the “largest coffee-tasting party.” By this year, the carnival has gathered over 200 coffee carts from 52 cities nationwide, the largest scale in its history, pushing the IP from a phenomenon-level breakout toward an all-area upgrade. She said that in future, Kunming will keep blending Dianchi’s ecological character into coffee activities, adhere to “coffee as a bridge, dialogue with the world,” and keep building a coffee-culture external-communication window facing the nation and connecting the globe.

In the view of Liu Haifeng, chairman of the Pu’er Coffee Association and general manager of Pu’er Coffee Industry Development Co., Ltd., Yunnan coffee has realized a shift from selling raw material to exporting lifestyle, local culture and experience value. He said that relying on the rapid expansion of local coffee-consumption formats, Pu’er is shaping the city IP of “coffee in one hand, tea in the other,” doubling visitor numbers. The continuous holding of the “Fragrant Encounter Pu’er” city-promotion activities and the China (Pu’er) International Coffee Expo has comprehensively showcased the industrial strength and cultural charm of the “Coffee Capital of China.” In addition, the locality is also building the national-level labor brand “Pu’er Barista,” using labor export via the China–Laos Railway to drive coffee culture’s external communication.

Li Jinhong, deputy director of the Dehong Tropical Agricultural Science Institute of Yunnan Province, shared around Dehong coffee’s industry base, cross-border technical exchange and breeding R&D. Currently, the provincial Dehong Tropical Science Institute has built the country’s richest and largest coffee germplasm repository, preserving 13 coffee species and a total of 1,130 coffee germplasm resources, reaching the level of the world’s major coffee-producing countries in resource diversity and seed-industry innovation capability. Li Jinhong believes Yunnan coffee’s specialty route still needs to benchmark against the world’s major producing regions such as Brazil and Colombia, absorbing advanced technologies and varietal resources; in organizational scale, it can learn from the European model and strengthen organizational building.

Lou Yuqiang, deputy director of the Agriculture and Rural Affairs Bureau of Lushui City, Nujiang Prefecture, and leader of the coffee-industry group at the Yunnan Academy of Agricultural Sciences Nujiang branch, introduced that Nujiang is building the “G219 Coffee-Seeking Journey” cultural-tourism IP, promoting the integrated development of “coffee + ethnic culture + eco-tourism,” and creating a batch of distinctive check-in consumption scenes such as cave coffee, tin-can coffee and cliff coffee. Currently, relying on its unique ethnic-minority culture, several Nujiang coffee products have gained attention on domestic and foreign platforms: “Jia’an” coffee entered the UN headquarters, joining the ranks of international souvenirs; “Nu Xiao Ka” has landed in 13 stores inside and outside the province including Shanghai and Kunming, and its ham-specialty latte went viral at the Southern Expo. “The world looks to Yunnan for coffee; infinite possibility lies in Nujiang” is turning from a slogan into reality.

Fang Mingfeng, executive director of the Yunnan Coffee Culture Center and general manager of Baoshan Bidton Coffee Co., Ltd., shared his local coffee enterprise’s exploration in cultural communication. Fang said that while receiving visitors from home and abroad, he found foreign tourists more eager to experience Yunnan’s local coffee culture, while domestically there is yet no formed Chinese-style coffee-culture system. To this end, Bidton Coffee joined multiple units to initiate and form the Yunnan Coffee Culture Center, and set up a physical space at the Yunnan Daily Press Group, exploring around “World Coffee, Chinese Expression.” Fang noted that the definitions of “Chinese expression” and “Chinese-style coffee” are still being explored, and he looks forward to continued joint research from all sectors.

It is reported that, as an important component of the 2026 China Tropical Crops (Coffee) Industry Conference, the “World Coffee · Chinese Expression”—China Coffee Culture International Communication Seminar and the 2026 China Newspaper Media International Communication Work Symposium was hosted by the International Communication Capacity Building Committee of the China Newspaper Association and the Yunnan Daily Press Group. This roundtable was themed “Building a Chinese-style Coffee Culture External-Communication Window Relying on Yunnan Coffee Producing Regions,” and was moderated by Zhang Suijiang, distinguished professor at Yunnan Agricultural University and the Yunnan Provincial Coffee Modern Industry College.

By Li Xilin, Zhang Qimin, Zhao Gang, Liu Chang, Xia Xintong, Wang Xiaoyu, Yang Yuan, Xu Zhuohao of Yunnan Net.

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