Have you ever tasted Baijiu and coffee, but have you ever tasted "Maotai flavor coffee"? In Zunyi, a creative drink that combines the richness of soy sauce and coffee is becoming a "new favorite" among young people who are eager to check in. From a small shop on the street to upgrading the business model of the entire block, Zunyi is using this cross-border special tune to tell a new story about the collision of tradition and trend.
A cup of "drinkable" Maotai flavor will unlock a new way for young people to understand Baijiu
Entering the Hooocafe store in Huichuan District, Zunyi City, the reporter saw that cups of sauce flavored coffee with different colors and unique flavors attracted many customers to stop and taste.
Sauce wine itself is a business card of Guizhou, but its audience is not yet large among young people, "Yuki, the store manager of Hooocafe, told reporters." We are trying to combine sauce wine with coffee, hoping that sauce flavored coffee can become a key for more young people to understand sauce fragrance
It is reported that Hooocafe currently promotes three types of soy sauce coffee, including milk, cream, and no dairy products, providing consumers with diverse choices. The store insists on using Guizhou local brands brewed from pure grains as raw materials for sauce liquor, and currently mainly uses Zhen liquor and Maotai liquor.
I didn't expect the combination of soy sauce and coffee to be so good. The taste has the aroma of coffee, and the aftertaste has the richness of soy sauce. It feels very special, very 'Guizhou'! "Mr. Luo, a tourist from Guiyang, praised after tasting it.
From a cup of coffee to a cultural week, Huichuan has sparked a 'sauce coffee craze'
In fact, this "sauce flavored coffee craze" is spreading throughout Zunyi.
Huichuan District deeply digs the core of Baijiu culture, integrates local brewing technology and coffee trend, and strives to create a "Maotai Coffee" featured consumption IP. In 2025, Huichuan District has held two Maotai Coffee Life Culture Weeks, landing coffee brewing events, cultural salons and other activities.
In just three months, from Huichuan Sauce Coffee 1.0 to 2.0, the total traffic of the event exceeded 130000 people, and the "check-in sauce flavored coffee" sparked a wave of cultural and tourism consumption.
Encountering sauce flavored coffee in the red block, a cup of "Dong Xiang" sells 500 cups per day
The same cross-border trend also swept into the 1935 Red Street area of Zunyi.
In the Dong Liquor · Dong LIFE Living Hall, internet famous scenery, intangible cultural heritage bamboo weaving, Dong Xiang coffee, Dong Xiang ice cream, and Dong Xiang cocktails complement each other, blending fashion and tradition here.
With the huge red tourism flow in the neighborhood, we hope to promote the Dong liquor brand and Guizhou's unique herbal brewing intangible cultural heritage to the whole country, "said Liu Qiuchen, director of Dong Liquor · Dong LIFE Lifestyle Center." In order to narrow the distance with young people, we have innovatively created a diversified cross-border product line, independently developed Dong Xiang coffee, Dong Xiang ice cream, Dong Xiang bread, and also launched a variety of specialty cocktails based on Dong liquor
It is reported that the lifestyle center sells 500 drinks per day and receives over 4000 visitors.
The entire neighborhood has undergone a transformation, giving a more trendy expression to the soy sauce culture
Walking slowly along the streets and alleys, the reporter saw that various soy sauce themed cultural and creative products were neatly displayed in the entrance areas of stores such as Renhuai Sauce Fragrance Life Hall and Sauce Wine Culture Exhibition Hall. There was also a tasting area set up inside, where visitors could enter and taste on site.
This is the first time I have had such a deep understanding of soy sauce culture, and I was able to taste it on site. It feels very interesting, and I will recommend friends to come and experience it when I go back, "said Ms. Wu, a tourist from Guangzhou.
In the past two years, the 1935 block in Zunyi has completed a comprehensive iteration and upgrading of its business formats. The traditional small liquor shops, which used to be scattered and mainly sold alcoholic beverages, have been replaced by composite trendy liquor culture centers created by major liquor companies. Relying on the mature cultural and tourism flow of the block, tourists can immerse themselves in Baijiu culture after visiting the old red site, realizing the two-way drainage and deep integration of red cultural tourism and Baijiu industry.
From a creative drink from Hooocafe in Huichuan District to the revitalization of the entire 1935 neighborhood, sauce flavored coffee is driving the integration of sauce culture into consumer scenes in a younger and more fashionable way. A cross disciplinary special drink not only brings out flavor, but also showcases the innovative vitality and cultural confidence of Zunyi city.
Reporter: Liu Juan, Zhao Linjie
Editor: Huang Ming
Editor: Wang Yuyan
Final review: Yuan Hang
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