The path of “coffee tourism” integration in China’s premier coffee village

Baoshan, September 9th (Xinhua) – At the foot of Gaoligong Mountain, on the west bank of the rolling Nu River, with an altitude of 980 meters, an annual average temperature of 25 ℃, and an annual precipitation of 700 millimeters, Xinzhai Village's small grain coffee is renowned for its excellent quality in China, building a complete coffee industry chain and being known as the "Number One Coffee Village in China".

Walking into Xinzhai Village, Lujiang Town, Baoshan City, Yunnan Province, the local planting history has been half a century. Nowadays, thousands of acres of coffee forests are lush and green, and exquisite coffee themed wall paintings can be seen everywhere in the village. Despite its inherent advantages, the development of the coffee industry in the village has also experienced ups and downs.

The picture shows Xinzhai Village, Lujiang Town, Baoshan City, Yunnan Province. Photo provided by Baoshan City News Office

For a long time in the past, we villagers sold raw materials directly after harvesting coffee beans, and the price fluctuated greatly, "said villager Duan Huizhi. Around 2012, the price of coffee beans remained low, and some villagers cut down coffee trees and planted economic crops such as fruits.

In order to preserve the coffee industry, Xinzhai Village guides villagers to establish a refined planting concept of "managing multiple varieties is better than managing them well", guides farmers to standardize planting, improve varieties, enhance coffee quality, and try to take the path of coffee refinement.

Gradually forming today's 10000 acre premium coffee scale, savoring the small grain coffee from Xinzhai Village, strong but not bitter, fragrant but not strong, with a slight acidity, unique and very flavorful.

Not only coffee, but also villages are becoming more refined. In recent years, Xinzhai Village has set the goal of industrial integration and aimed to create a boutique coffee plantation, promoting the integrated development of the first, second, and third coffee industries, and cultivating the coffee industry to form a diversified industry that integrates planting, processing, exhibition, leisure, and sightseeing.

Walking in Xinzhai Village, the originally bare walls on both sides of the road seem to have been "enchanted", filled with creative coffee themed paintings. Tourists from all over China choose their favorite coffee shops, coffee factories, coffee museums, and coffee estates to taste the unique flavor of small grain coffee. Here, coffee farmers transform into coffee tasters to communicate with tourists, and coffee has deeply integrated into the lives of the villagers in Xinzhai.

Our estate has been cooperating with 16 local villagers for a long time, planting, managing and harvesting according to standards, and purchasing the estate uniformly, "said Cai Mingyue, the person in charge of No.1 Coffee Estate. Xinzhai Village also uses the coffee plantation as a platform to hold various activities such as the Coffee Tourism Culture Festival, Coffee Brewing Competition, and International Expert Forum, providing consumers with a "one-stop" coffee culture experience service of "front store, back factory" and "from seed to cup".

The picture shows Lin Mingda taking a walk around the coffee plantation. Photo by Liu Ranyang, reporter from China News Service

The latitude of Lujiangba is the golden latitude for producing high-quality coffee, "said Lin Mingda, the person in charge of Huke Coffee Manor. His estate has contracted more than 2000 acres of land and, through cooperation with Yunnan Academy of Agricultural Sciences, promoted the cultivation of high-quality varieties such as Tiepika and Bobang in Xinzhai Village.

Taiwanese people love coffee. "Lin Mingda has always wanted to play a bridging role and contribute to cross-strait exchanges. There is an inseparable relationship between coffee and socializing, and the coffee plantation established in the Nujiang Cloud has become the ideal platform for him to achieve this long cherished wish.

At present, Xinzhai Village has built 5 boutique coffee estates and settled more than 10 coffee enterprises. Last year, it received 200000 tourists… From experiencing price crises in the past to the integration and upgrading of the primary, secondary, and tertiary industries, Xinzhai Village has embarked on a path of characteristic development in the coffee industry.

In the future, Xinzhai Village will anchor the goal of "promoting tourism with coffee, enriching the people and strengthening the village", focusing on introducing professional companies, revitalizing the idle housing of villagers, and developing boutique homestays and restaurants, allowing tourists to deeply immerse themselves in the unique charm of "the first coffee village".

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