Recently, the second Lijiang Yulong Snow Mountain Coffee Week kicked off in Baisha Ancient Town, Yulong County, Lijiang City, Yunnan Province. The event is themed "Watching Snow Mountain with a Cup of Coffee", providing a communication platform for rural coffee farmers and urban baristas to exchange ideas and stimulate the strong momentum of the coffee industry in promoting, assisting, and revitalizing agriculture.
The barista makes coffee on site. Photo provided by the interviewee
Since the first Coffee Week was held, Yulong County has continued to cultivate a new cultural and tourism IP of "viewing snow capped mountains with a cup of coffee", gradually building a development pattern of the entire coffee industry chain of "promoting the primary industry with the tertiary industry". Data shows that local coffee consumption has increased by 10% to 30%, with annual sales exceeding 400 million yuan, directly driving employment for more than 2300 people. At present, Yulong County has gathered more than 400 coffee business entities, with over 130 settled in Baisha Ancient Town alone. By 2025, the county will receive 28.1425 million tourists and achieve a total tourism expenditure of 21.038 billion yuan. The thriving cultural and tourism industry will continue to release spillover effects and empower rural development.
At the event week, Ye Ye, the manager of the Gulaiwang Coffee Farmers' Professional Cooperative in Simao District, Pu'er City, received a lot of attention. She was wearing a rose red Dai ethnic dress, holding a long mouthed pot, and focused on slowly pouring water along the filter cup wall. The entire cooking process flowed smoothly. The fusion of ethnic customs and modern coffee culture has attracted domestic and foreign tourists to stop and admire. I have been growing coffee for 20 years, and I have personally completed the entire process from planting, roasting, brewing to selling. "Ye Ye proudly said while skillfully operating," In our city of Pu'er, every coffee plantation owner is a versatile practitioner. It can be said that coffee has witnessed our growth
Yezi is the legal representative of the Gulaiwang Coffee Farmers' Professional Cooperative, which brings together 21 coffee farmers to develop together and become prosperous. The cooperative will purchase fresh coffee fruits uniformly, and the purchase price per kilogram will be one or two yuan higher than the market price. "When talking about the current booming development of the coffee industry, Ye Ye's words express satisfaction.
Although the coffee business of the cooperative is thriving now, it has also encountered market downturns. Even in times of sluggish market conditions, Ye Ye never thought of giving up. She always believed that "as long as you love and do it with heart, God will always leave you a bite to eat." It is precisely under her persistence and guidance that not a single coffee farmer in the village has given up coffee cultivation. Ye Ye also smiled and shared the real changes around her with the reporter: "I have a friend who made specialty coffee with me, and now they have built all the small buildings
This coffee event week not only provided a platform for frontline coffee growers like Yezi to showcase their products and promote them to the outside world, but also allowed urban baristas to find an entry point to connect with the land and deeply cultivate the industry.
During this event week, Xingye Coffee was invited to settle in Baisha Ancient Town and participate in a series of brand display activities. When it comes to the brand's agricultural assistance measures, Brand Director Zhang Sixi introduced that every year during the coffee season, the brand team goes deep into the core coffee producing areas such as Pu'er and Baoshan, enters local coffee estates, and sends souvenirs and coffee utensils to coffee farmers, guiding them step by step to make their own coffee.
In addition, team members will also go deep into the fields and personally participate in basic processes such as coffee bean picking and screening. This not only allows team members to truly experience the hardships of coffee farmers' labor, but also enhances the team's recognition and confidence in their own products by using locally grown coffee beans to make coffee on site, "said Zhang Sixi.
These practical measures to assist agriculture ultimately point to the long-term development goal of empowering rural revitalization with the coffee industry. Promoting the upgrading of the coffee industry towards high added value, allowing the people in production areas and industry practitioners to obtain stable and considerable benefits, is not only in line with the national policy of rural revitalization and development, but also can continue to stimulate the enthusiasm of the people to participate in the coffee industry, "said Zhang Sixi. Based on this concept, Xingye Coffee has signed targeted procurement agreements with major coffee plantations, guiding coffee farmers to optimize coffee bean planting and processing technology according to market demand, helping coffee farmers avoid price fluctuations caused by blind planting, and also sharing market dynamics and product demand information with them in a timely manner, enhancing coffee farmers' market adaptability and helping farmers to steadily increase income.
In addition to deepening production and helping coffee farmers increase their income and become prosperous, the brand also focuses on the protection and inheritance of rural intangible cultural heritage, integrating Yunnan's local ethnic brocade headphone bags, non heritage incense bags, ethnic mobile phone hanging ropes and other non heritage cultural and creative products into the daily operation system. Integrating intangible cultural heritage elements into products and transforming them into economic benefits can not only avoid the gradual loss of traditional intangible cultural heritage due to lack of economic support, but also drive the income of intangible cultural heritage practitioners and inject lasting momentum into rural cultural inheritance, "said Zhang Sixi.
In the ancient town of Baisha at the foot of Yulong Snow Mountain, cups of coffee produced in Yunnan's high mountain valleys are carrying the livelihoods and dreams of thousands of coffee farmers' families, walking out of the mountains and into the world with a warm and calm posture.
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Source: Farmers' Daily