In Yanbian, the aroma of coffee not only fills the streets and alleys of the city, but also permeates the paths of border villages.
Along the riverbank, one can always encounter unique coffee spaces along the way: in the old courtyard of the folk village, the steaming heat of hand brewed pots contrasts with Korean pastries; In the roadside shops next to the border, tourists hold up their phones and capture the coffee and border scenery in the camera… These "long" coffee shops on the road gather tourists from all over the world, serving a cup of coffee as a place where hearts meet in the flowing scenery.
This is a vivid practice of our state taking "coffee+" as the starting point to promote the deep integration of culture and tourism, and to facilitate exchanges and integration among various ethnic groups. In recent years, our state has seized the opportunity of the continuous rise of the characteristic cultural and tourism market, skillfully integrating the main line of forging a sense of community for the Chinese nation into every aspect of the coffee industry. From the phenomenon of "internet celebrities" to the "cultural new economy", nowadays, cup after cup of fragrant coffee is becoming a new business card for telling the story of Yanbian well, promoting exchanges and integration among various ethnic groups, painting a new chapter of "common prosperity" for ethnic unity and industrial development in our state, and cultivating pilot cities for national tourism to promote "three exchanges", adding a rich and long-lasting flavor of "unity".
Based on the "chain", brew the flavor of "common prosperity" together
In Yanbian, the starting point of the coffee industry is not to build a single brand, but to construct a complete industrial chain. At the beginning of cultivating the coffee industry, our state adhered to both precise investment promotion and local cultivation, focusing on building an industry platform where people of all ethnic groups can participate widely and work together to become prosperous.
From coffee bean roasting and packaging design to store management and e-commerce sales, every aspect is open to locals. Local brands such as Laodingben and Hanzhi account for over 90% of the market share. They are not only popular among citizens and tourists, but also the starting point for local youth businesses – some have completed baking and returned to their hometowns to open stores, some have grown from store clerks to store managers, and some have devoted themselves to coffee equipment supply and supporting services.
Behind the industrial chain are stories of struggle. By 2025, the number of coffee related businesses in the entire state will increase significantly, with over 6800 coffee related stores, approximately 1500 specialty coffee shops, and 16 roasting factories. More and more people are joining this value chain, including Korean baristas, returning college students who start their own businesses, and small shops owned by couples in rural areas. They are finding their own positions at different stages and brewing the sweet taste of "common prosperity".
Using "new" as a medium to paint a "concentric" picture together
As night falls and the lights begin to light up, crowds of people surge in front of Yanbian University. Tourists hold a cup of coffee with the "Yanji" logo printed on it, framed with the Yanji internet famous bullet curtain wall, capturing the unique urban memory of Yanji.
The coffee in the camera is a beautiful "postcard" handed over by Yanbian; The coffee outside the camera hides the unique lifestyle and cultural heritage of this land.
Some people incorporate apple and pear juice into the Ice American style, creating a refreshing sour and sweet taste that is etched in the memories of the locals' hometown; Someone pairs ginseng honey slices with latte, which is warm and nourishing. When tourists from other places see it for the first time, they feel it's fresh and will take a photo and post it on their WeChat Moments after tasting it.
The most touching thing is undoubtedly the cup of "Pomegranate Bubble Coffee" with profound symbolism. When the richness of coffee meets the vitality of pomegranate sparkling water, after stirring, the distinct layers blend together, just like the close integration of various ethnic groups in Yanbian, where you have me and I have you.
Beyond taste, it is the wisdom of daily life, the intention of hospitality, and carries profound cultural identity and national emotions.
Nowadays, coffee culture festivals, coffee trend carnivals, and other events are no longer just grand events in the coffee industry. Amid the aroma of coffee, the Chinese Korean folk dance and coffee flower show were presented on the same stage, and the hand washing booth and the rice cake booth stood side by side… Tourists watched intangible cultural heritage with coffee, while local people talked about family affairs with coffee. A cup of coffee gives a taste to the fusion of cultures and a tangible warmth to 'Tongxin', becoming the thread that connects songs, dances, food, and crowds, and the warmest and most fashionable 'universal language' in this multi-ethnic family.
Taking "integration" as the path, jointly building a "spiritual" home
When tourism becomes a platform for promoting communication, exchange, and integration among different ethnic groups, what can a cup of coffee connect to? In Yanbian, the answer is: border scenery and patriotism, folk experiences and daily fireworks.
Our state is deeply cultivating the integration of "coffee+culture and tourism", extending the consumption scene to the border and folk villages.
Entering Longjing City along G331, a unique border post station – the Sanhe Port Ancient Tree Post Station in Longjing City – has become a new landmark for tourists to check in. Inside the post station, 11 tall boxwood trees with strong branches stand quietly, all over a hundred years old. Tourists who come by car, holding hot coffee in their hands and overlooking the scenery, the patriotic story of Wu Dacheng's demarcation and defense echoes in their ears. The time of a cup of coffee quietly blends ecological beauty with historical memory.
This scene continues to unfold in over 5300 cross-border coffee shops across the state. The combination of coffee, travel photography, folk customs, and homestays makes every consumption a cultural immersion and emotional resonance.
From the joint efforts in the industrial chain, to the resonance in cultural innovation, and to the deep integration in cultural and tourism scenes, this cup of coffee full of the flavor of "unity" will surely spread further, allowing more people to taste the new era of unity, struggle, and prosperous development in this border town through the mellow aroma on their tongues.
Source: Yanbian Daily
Editor: Yan Zhao
Proofreading: Li Yaping
Reviewed by: Wu You
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