Brief (coffeeyo.com): At 777 Farm · Riverside Café in Shanghai’s Qingpu District, the bar counter opens straight into the fields, blending coffee leisure, countryside picking, DIY wood-fired pizza and farm-product souvenirs—one drink igniting a whole region’s produce.
The harvest opens a new chapter; hard work revitalizes the countryside! For the 2026 China Farmers’ Harvest Festival, Qingpu District’s themed events arrive as promised. The “Six-Industry Fusion · Store-Hunt Treasure” consumption campaign links agriculture, culture, commerce, tourism, sports and exhibitions in one move—online store-tour short videos plus offline in-store quiz-for-coupons, taking you deep into Qingpu’s beautiful villages to enjoy the harvest and boost rural revitalization. From riverside B&Bs to forest restaurants, from farm cafés to six-thousand-year heritage coffee houses… eight hidden-gem spots, eight different ways to explore! [800 threshold-free consumption coupons, free for the taking]—scan in-store, answer a few harvest-trivia questions correctly, and unlock them.
The new breakout star of Qingpu’s village cafés earns its fame not through filters but through the real skill of “growing right on the farm”—777 Farm, at 777 Xinsheng Road, Xianghuaqiao Subdistrict.
The name “777” comes from three founders born in the 1970s—Fang Guohui, Zhu Yeling and Zhu Yehua. In 2024, driven by the conviction that “whatever enters your mouth must be clean,” they founded the Shanghai Qinghui Agricultural Cooperative and built the “777 Farm-Artisan” brand: the sweet, juicy “Qingxia 66” cherry tomatoes, the tender, succulent “Hongyan” strawberries, and the soft, fragrant “Shangshi Da 19” rice—each a green promise.
Here the bar counter connects straight into the farm, creating a complete experience of “coffee leisure + countryside picking + DIY wood-fired pizza + farm-product souvenirs”: sip coffee at the village café and enjoy the quiet rural time, step into the fields to pick by hand, then make your own wood-fired pizza, and take healthy farm produce home in a bag on your way out. The menu updates with whatever is ripe on the farm—cherry-tomato cold brew, strawberry-snow-top latte, melon Longjing iced tea, watermelon smoothie… “One drink ignites a whole region’s produce.” Cooperative revenue grew about 40% year-on-year, and it also took third prize at the 6th Qingpu District Rural Industry Innovation and Entrepreneurship Competition.
Its “six-industry tags”: the flavor of farming (green fruits and vegetables) × the tide of commerce (village-café traffic) × the joy of sports (water sports).
2026 highlights: parent-child handicrafts such as painted terracotta pots, coffee-bean perpetual calendars and coffee-ground sachets, plus sports-leisure formats like water sports—upgrading from a “half-day farm” to a “half-day getaway.”
Address: 777 Xinsheng Road, Xianghuaqiao Subdistrict, Qingpu District (777 Farm · Riverside Café).
Coupon spending guide
How to get a coupon?
· Visit the store in person, scan the QR code on the display stand, join the “Harvest Festival Quiz,” and answer correctly to receive a threshold-free coupon.
· Activity period: September 23 – October 15, 2026.
How to use it?
· The coupon is a threshold-free voucher; 800 available citywide, first come, first served.
· Usable for on-site in-store spending; no change given.
· One coupon per user; valid only at the issuing store, not transferable.
Notes: Limited coupons, while supplies last! Specific rules are subject to each store’s on-site notice.
This autumn, come to Qingpu together, use a coupon to unlock a new rural experience, and bring the joy of the harvest home. See you at our store!
Source: District Agriculture and Rural Affairs Commission. Editor: Li Can (featured). Responsible editor: Sun Chen (chief). Reprint must credit the official WeChat account “Green Qingpu.”
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