Third Zunyi Huichuan Sauce-Aroma Coffee Culture Week Opens

On 9 October, as one of the events of the fourth Zunyi Sauce-Aroma Liquor Festival, the third Huichuan District Sauce-Aroma Coffee Life and Culture Week opened at the ChangqingTeng Phase III commercial street on Suzhou Road, in the Sufu Guangzhu urban leisure and residential living circle of Huichuan District.

On the opening day the street was full of coffee aroma. More than 30 popular coffee brands from Beijing, Shanghai, Guangzhou, Shenzhen, Wenzhou, Guiyang and elsewhere gathered, presenting specialty pour-over, espresso and creative signature drinks one after another. Mobile coffee carts from Chengdu with a strong street style drew many eyes, and the local sauce-aroma coffee pop-up store was no less popular: the limited sauce-aroma coffee special released at the event gave residents and visitors a different flavour experience. Craft beer, local snacks and handmade creative stalls were interwoven. Trendy young people posed for photos with their signature coffees while families strolled, enjoying the relaxed pleasure of “coffee by day, drinks by night” in a night scented with liquor, coffee and music.

Huichuan is an important home of Zunyi’s sauce-aroma liquor culture. In recent years the district has worked hard on the “sauce-aroma liquor plus” crossover track, pushing traditional sauce-aroma liquor out of the jar and into youth markets through trendy consumption scenes. Since 2025 Huichuan has held the first and second sauce-aroma coffee life and culture weeks, receiving nearly 200,000 residents and visitors, taking more than 3 million yuan in market sales and generating over 100 million views online. “Huichuan sauce-aroma coffee” has grown from a creative idea into a landmark city cultural tourism IP, effectively driving spending on nearby food and accommodation and exploring a new path for integrated cultural, commercial and tourism development.

Building on the previous two editions, this year’s culture week focuses on five highlights: sauce-aroma coffee tasting, Sichuan-Chongqing collaboration, coffee by day and drinks by night, a diverse market and music, in an effort to create immersive new consumption scenes. It brings together well-known coffee brands from outside the province and specialty coffee from Guiyang and Zunyi, joins craft beer, snacks and creative products, and gathers more than 40 merchants into a trendy coffee market, fully realising the “daytime coffee bustle, nighttime tipsy revelry” consumption loop. It also links with the “Joy Zunyi | Saturday Music Hui” for evening performances, empowering the city’s night leisure scene with music.

At the opening ceremony that evening, Huichuan District presented a promotion themed on the integration of village coffee, sauce-aroma coffee, culture, commerce and tourism for 2026, linking landscape and cultural resources such as Loushan Pass and Hailongtun, and showcasing a matrix of urban and rural sauce-aroma and village coffee houses where “every view hides a coffee house and every coffee house sets off a view”, opening up experiences ranging from high mountain cloud tops and karst caves to streams, waterfalls, farmland and city lanes. A second batch of sauce-aroma and village coffee tasting shops was also accredited on site, to keep cultivating local sauce-aroma coffee outlets, encourage product innovation and build the Huichuan sauce-aroma coffee name.

The event runs until 11 October, with the trendy coffee market, sauce-aroma coffee specials and music parties taking turns to give residents and visitors a feast of sauce-aroma coffee.

In the future Huichuan District will keep polishing the “Huichuan sauce-aroma coffee” city IP, promoting two-way empowerment between sauce-aroma liquor culture and cultural tourism consumption, and bringing residents and visitors more novel and interesting experiences. (Wang Xin)

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