At dawn, walking the winding village road into the Baishapo village group of Nandaohe Village, Nanping Town, Simao District, Pu’er, the white-walled, gray-tiled homes sit in agreeable disorder. Not far off, the 1,700-square-meter Coffee Culture Experience Center is bright and clean, where the fresh scent of plants mingles with the rich aroma of coffee in the air.
No one would have guessed that “Beautiful Star Village · Windy Coffee Valley,” now thronged with visitors, was once a small mountain village where young people kept leaving.
Photo by Chang Xiao
In July 2024, driven by the Shanghai–Yunnan cooperation “Shared Value · Beautiful Star Village” project, Baishapo Village got a new name — “Beautiful Star Village · Windy Coffee Valley.” Operated overall by Shanghai Bingbo Industrial Co., it is positioned on “coffee experience + rural leisure + native livability,” building the first Chinese-style coffee community integrating coffee planting and processing, tourism experience and product sales.
To truly bring the community alive, positioning alone is not enough — villagers must join in. The operating team canvassed household by household, creating a “one household, one business” model based on each of the 21 households’ traits. Woodblock prints, traditional pottery, Wa brocade, kiln-roasted baking, hand tie-dye… villagers’ courtyards became intangible-heritage experience workshops; visitors can not only drink coffee but also personally tie-dye a piece or carve a print… taking Pu’er’s memory home.
Photo by Chang Xiao
“I now have not only rent income but also annual dividends — quite considerable.” After working in Xishuangbanna for over a decade, Wang Chunfang returned to the village. At first she was a restaurant server, later a project guide. Then the operating company connected her to learn from an intangible-cultural-heritage representative bearer of Anning tie-dye; she turned her idle small courtyard into the “Windy Anning Tie-Dye Workshop,” also roasting coffee beans with an old-style popcorn machine, registering the “Windy Pop-Pop” coffee brand and opening a distinctive coffee-experience corner. Restaurant wage, guide fee, tie-dye share and homestay dividend together bring monthly income over 6,000 yuan — “this life is sweeter than coffee.”
As new business forms keep developing, villagers like Wang Chunfang who unlocked new identities are many — some became homestay keepers, some do catering, some became baristas… all with stable income and a down-to-earth, bright life.
Photo by Chang Xiao
Since opening, “Beautiful Star Village · Windy Coffee Valley” has driven over 30 local and nearby villagers to nearby employment, received over 500,000 visitors, directly increasing village-collective and farmer income by over 3 million yuan, and indirectly driving local and nearby farmer income growth of over 5 million yuan.
“One cup of coffee connects two places; mountains and sea of one heart pursue revitalization.” Duan Xuewen, a Shanghai aid-to-Yunnan official who has worked and lived in Pu’er for a year, reflected that now every holiday the village road is full of cars and visitors with accents from all over. The deep Shanghai–Yunnan friendship has been transformed into the land’s tangible change.
Special thanks
Yunnan Provincial Department of Agriculture and Rural Affairs; Yunnan Provincial Department of Education
Kunming Office of the Shanghai Municipal People’s Government
Pu’er Municipal Propaganda Department; Simao District Convergence Media Center
In your memory,
is there a moment
when you felt “Shanghai–Yunnan cooperation” right beside you?
Welcome to share your “Shanghai–Yunnan moment” in the comments
Coordination: Pu Meiling
Planning: Bao Tao, Mu Xu, Yang Hao
Visual design: Yao Zhen
Video shooting: Su Yi’an, Lu Haiyang
Video editing: Gao Lei
Writing: Mu Xu
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