In the hot summer, in the lobby of a hotel in Huangpu District, Shanghai, which is adjacent to Nanjing Road Walkway, Pierre, a French tourist, is enjoying a cup of coffee with the aroma of flowers and fruits. When Pierre learned that the rich and mellow coffee in his hand came from Lujiangba, Baoshan, Yunnan, thousands of miles away, he couldn't help but exclaim, "I didn't expect such a charming taste to be hidden in the valleys of southwestern China
This cup of coffee spanning mountains and seas is the sweet fruit of the cooperation between Shanghai and Yunnan. Baoshan Xiaoli Coffee has completed a "taste long march" from a highland village to an international metropolis, entering the bustling city of Greater Shanghai through the bridge built by the aid cadres in Minhang District, Shanghai.
From 2021 to 2024, Shanghai has invested a total of 29.44 million yuan in cooperation funds into the Baoshan small grain coffee industry, building a full industry chain support system covering the primary, secondary, and tertiary industries. In the field of primary industry, the efficient water lifting project has installed a "water supply artery" for the main coffee producing area of Lujiangba, not only solving the irrigation problem of more than 10000 acres of coffee, but also promoting the implementation of green planting standards. In today's Baoshan Xiaoli Coffee Plantation, organic fertilizer and green pest control technology have become standard, and every coffee bean comes with an eco certified "green ID card".
In the processing of Baoshan small grain coffee, two deep processing and baking factories have emerged in Xinzhai Village, known as the "Number One Coffee Village in China". Once fully operational, they will meet the processing needs of Xinzhai Village and surrounding coffee farmers. The processing plant not only brings more than 700000 yuan in annual income to the village collective economy, but also enables coffee farmers to maintain their confidence in the industry that has been passed down from generation to generation.
This summer, a continuous stream of tourists came to the Lujiangba Coffee Culture Experience Center to immerse themselves in coffee culture and witness the entire process from planting to brewing through immersive experience projects. This tertiary project that integrates cultural and tourism functions attracts nearly 100000 tourists annually, generating more economic value for the coffee industry.
The collaborative efforts of the primary, secondary, and tertiary industries have enabled Baoshan Small Grain Coffee to completely bid farewell to the extensive model of "only selling raw beans".
In recent years, under the strong promotion of the cooperation mechanism between the eastern and western regions, Longyang District of Baoshan City and the First National Congress of the Communist Party of China Memorial Hall have carried out deep cooperation in party building, cultural dissemination, and industrial linkage.
In July 2024, Baoshan Xiaoli Coffee teamed up with the First National Congress of the Communist Party of China Memorial Hall to launch a joint coffee called "Awakening Era". This coffee blends high-quality Baoshan Xiaoli Coffee with the brand culture of the memorial hall, not only driving the brand influence of Baoshan Xiaoli Coffee, but also allowing consumers across the country to feel the unique regional charm of Longyang District when tasting the rich aroma of coffee, becoming a classic case of cultural empowerment for Baoshan Coffee.
As one of the top ten cultural and creative brands in Minhang District, Shanghai, Hongqiao International Coffee Culture Festival has injected new vitality into the dissemination of coffee culture and tourism promotion in Shanghai and Yunnan in recent years, becoming an important window for the "two-way travel" between the two places.
On May 17th of this year, the Baoshan City Coffee and Tourism Integration Promotion Conference was held in Longhu Hongqiao Tianjie, Xinhong Street, Minhang District, Shanghai. As one of the main events of the 2025 Hongqiao International Coffee Culture Festival, with the theme of "coffee+tourism", the event launched the Shanghai Yunnan coffee cultural tourism cooperation project and promoted Yunnan Baoshan tourism experience discount activities, presenting "a life called Yunnan" concretely to Shanghai citizens and tourists.
Since the Hongqiao International Coffee Culture Festival was held, Xinhong Street, together with Baoshan Coffee Enterprises, has continued to deliver "the first cup of coffee arriving in Shanghai" to passengers during the Cultural Festival, the Spring Festival and the Yuanxiao (Filled round balls made of glutinous rice-flour for Lantern Festival) Festival. Over the past three years, nearly 5000 cups of Baoshan small grain coffee, carrying the "urban temperature," have warmed the journeys of countless people.
In recent years, officials assisting Yunnan have also focused on the core goal of "increasing the income of coffee farmers" and launched the public welfare activity of "adopting coffee trees". By establishing a long-term connection mechanism between urban consumers and local farmers, a closed-loop system of "adoption consumption feedback" is achieved, injecting sustainable development momentum into the Baoshan small grain coffee industry.
At present, more than 2000 coffee trees have been adopted in Xinzhai Village, Lujiang Town, Longyang District, achieving an income of over 1.12 million yuan. This development model not only provides stable order guarantees and economic income for coffee farmers, but also allows consumers to deeply participate in the coffee planting process, forming a "visible agricultural assistance" experience, and helping rural revitalization upgrade from "industrial assistance" to "long-term win-win".
On July 16th of this year, the "Yunnan Glory" series of coffee products were successfully launched in Shanghai. Nowadays, Baoshan Xiaoli Coffee has entered the Nanjing Road commercial district, known as the "First Commercial Street of China". Hotels along the Huangpu River have also launched "coffee themed rooms", with 2.5 million hanging ears becoming the "selection" for guest rooms. The "Adopt Coffee Tree Plan" has met international friends for the first time.
Data shows that under the promotion of cooperation between the East and the West, the Baoshan small grain coffee industry has driven more than 30000 coffee farmers to increase their income, and the per capita coffee industry income of farmers has exceeded 20000 yuan. With the transformation and upgrading of the coffee industry, more than 2000 people have found employment in local processing plants. From coffee processing technicians to brand operators, more and more young people are choosing to return to their hometowns and join the coffee industry, contributing to the comprehensive revitalization of rural areas.
Yunnan Net reporter Li Jianguo, correspondent Yang Jianjin, and Wu Xiuhua
Liaoning ICP Security No. 21122402000217