Pu'er, September 9th (Xinhua) — Coffee fragrance attracts "new villagers", Menglian, Yunnan unlocks "new password" for rural cultural tourism
Author Duan Yinjiao and Luo Jiao
Waking up in the morning amidst the chirping of birds and the fragrance of flowers; In the morning, processing work amidst the aroma of coffee; In the afternoon, walk into the village to experience ethnic culture; At night, dreaming in a homestay surrounded by coffee. Xiao Yao from Shanghai lived in this state for nearly three months at a coffee plantation in Mangzhang Village, Menglian Dai, Lahu, and Va Autonomous County, Pu'er City, Yunnan Province.
Menglian County is located in southwestern China, bordering Myanmar, and is known as the "number one county for premium coffee in China". This year, Nayun Town in the county has pioneered a unique path of "coffee plantation+youthful digital travel" through coffee, making rural cultural tourism a "gravity field" that attracts digital nomads to travel and start businesses.
A cup of coffee changes the mode of travel
The new mode of travel began with the inseparable bond between Chen Danqi, a "new villager" in Nayun Town, and coffee. In 2012, as a bean seeker, he followed the coffee public welfare assistance project into Menglian and taught local coffee farmers planting and processing techniques hand in hand. In 2018, taking advantage of the "talent introduction and agricultural development" policy in Nayun Town, Chen Danqi rooted himself in Mangzhang Village and led the establishment of a coffee professional cooperative.
Since 2024, Nayun Town has continuously explored the development concept of highly integrating the coffee industry and agricultural, cultural, and tourism industries. Utilizing the natural and cultural advantages of Mangzhang Village, it has introduced Shanghai Yunnan assistance, rural revitalization, and social capital to build a demonstration village project for the integration of agriculture, culture, tourism, and the tertiary industry, livable, business friendly, and beautiful. It has created a "Mangmang Village Coffee Community" that integrates coffee experience, production and processing, life and work, and entrepreneurial incubation.
Tourist Experience Community Project. Map provided by Mangmang Village Coffee Community
Not long ago, under the leadership of Chen Danqi, the "Mangmang Village Coffee Community" launched a 100 day internal test, marking the beginning of a cross sea "co creation agreement". 194 digital nomads from 25 provinces and 56 cities across the country gathered here. They work in 63 different professions such as designers, programmers, and self media professionals, bringing new ideas, creativity, and perspectives to "pulse" the community and bring vitality to this coffee plantation hidden in southern Yunnan.
Unlike traditional travel projects that focus on "slow paced elderly care", "Mangmang Village Coffee Community" targets young people who pursue "poetry and distance" but are unwilling to give up their careers. Here, "urban amenities" such as high-speed internet, shared office areas, and outdoor swimming pools are readily available. At the same time, specialty activities such as coffee picking and Dai ethnic brocade weaving experience can also allow young people to immerse themselves in local customs and traditions.
The countryside has pastoral scenery and more development opportunities, "Chen Danqi said. The community will provide" one-stop "services such as policy interpretation and resource docking for digital nomads who intend to stay and start businesses, allowing them to settle down in peace.
The "Rural Settlement Record" of Digital Nomads
At the beginning of their arrival in the village, the digital nomads will receive a "Community Experience Card" and follow the "old villagers" to visit the estate, learn to make Dai cuisine, and have meals with the villagers, completing the "ice breaking" initial experience.
Tourists residing in Mangzhang Village are listening to explanations and learning about the estate. Map provided by Mangmang Village Coffee Community
In order to truly turn "new faces" into "family members", the "Mangmang Village Coffee Community" has designed a heartwarming integration path: first, an "immersive experience" to familiarize oneself with the environment in the aroma of coffee and Dai culture; Another aspect is' deep integration ', making local friends and following the weekly theme activities organized by the community to explore business opportunities in the industry and intangible cultural heritage stories in Menglian; Ultimately, we will move towards "co creation based rooting", collide ideas through sharing sessions, and find the career we want to deeply cultivate in the countryside.
Tang Tang, a designer from Shaanxi, was one of the participants. In the morning, accompanied by the aroma of coffee, she designs. In the afternoon, she learns Dai pottery with representative inheritors of intangible cultural heritage. In the evening, she sits around a fire pit with villagers, making tea and chatting. This kind of 'work life' balance is unimaginable in big cities. After the internal testing activity, she decided to stay and become a 'new villager' of Mangzhang Village.
Coffee Travel Illuminates the Road to Rural Revitalization
Previously, there was no hope of guarding the coffee forest, but now one can work at their doorstep, "said Yan Yi, a villager from Mangzhang Village, describing the changes in the lives of local farmers.
In recent years, the coffee planting area in Mangzhang Village has been continuously expanding, reaching more than 4200 acres, with a fresh coffee production of 3400 tons and a comprehensive output value exceeding 30 million yuan. There are 408 households in the village engaged in coffee related industries.
Coffee farmers pick coffee at a coffee plantation located in Menglian County, Yunnan Province. Photo provided by Menglian County Integrated Media Center
With the successful transformation of Mangzhang Village, the "Coffee Travel" model in Nayun Town is gradually expanding throughout the county. At the Liansida Mountain Spring Coffee Plantation in Hong'an Village, the unique landscape of "Cloud Sea+Coffee" attracts a large number of tourists, and the homestay of "pushing the window to see the mountain and looking up at the clouds" has become a popular check-in spot for internet celebrities. The estate hotel can open an average of 80 to 90 rooms per month, and the coffee experience area can accommodate up to 400 people per day during holidays, "said Liu Yueqing, the estate manager.
From a cup of coffee to a way of life, Nayun Town in Menglian County has made "coffee travel" a "new calling card" for rural revitalization, attracting more people to come here and stay.
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