Tropical charm abounds, and tea and coffee weave through the rainforest. From October 26 to 28, the “Coffee Position Yunnan” online themed publicity campaign was carried out in Xishuangbanna Dai Autonomous Prefecture and Pu’er City. Guided by the Yunnan Provincial Cyberspace Affairs Office and jointly organized by Yunnan Net, the Xishuangbanna Prefecture Cyberspace Affairs Office and Baidu, reporters from multiple central and provincial media went deep into local coffee estates, contiguous tea gardens, tropical flower gardens, cultural-tourism blocks and grassroots deputies’ workstations to record, through an all-media lens, the grassroots practice of Yunnan’s tea-and-coffee industry advancing hand in hand with ecological protection, culture-tourism integration and ethnic solidarity. The campaign aims to push online publicity toward the grassroots through mobile reporting, telling the Yunnan story of how ecological strengths are turned into advantages for the tea-and-coffee industry and how value growth benefits people of all ethnic groups.
At Yuluting · Baitinai in Xishuangbanna, the press corps visited this cultural-tourism complex hidden deep in the tropical rainforest of Aklao Village, learning how it blends tree-house homestays, rainforest coffee and Lancang River viewing into an integrated operation that meets the new demand for lodging consumption.
At Gaozhuang Xishuangjing, the press corps visited the Great Golden Pagoda, the Mekong Starlight Night Market and the Six-Country Water Market, learning about the composite consumption scenario of “night market + coffee + travel photography + performance” and the cross-border flavors of the Lancang–Mekong River block. Daytime immersive stays in the rainforest and the diverse night-time businesses complement each other, together presenting how new cultural-tourism consumption scenarios take shape in Xishuangbanna.
At the Xishuangbanna Tropical Flower Garden, media outlets took part in Baidu App’s “Snap-to-Identify All Things — Mystery Plant Blind Box” themed science-popularization activity. By photographing a plant with a mobile phone, visitors obtain its name, family, genus and habits, turning the tropical rainforest plants around them from “seen” to “understood.” The combination of AI recognition with real touring scenarios makes “AI+” empowering biodiversity conservation and raising public scientific literacy tangible and perceptible.
In Dadugang Township, home to the “world’s largest contiguous tea garden,” the press corps entered the Hot Soil Studio, renovated from an old tea factory “restoring the old as the old,” where coffee tasting, research practice and cultural-creative sales are integrated. While preserving the culture of the educated-youth and reclamation-era tea gardens, it embeds new scenarios and new stories of tea-coffee fusion consumption, providing a useful reference for the business-format renewal of traditional tea regions.
In Dadugang, where tea and coffee grow in symbiosis, the press corps followed on to the Jinpulin Dadugang coffee planting base. The 400-plus-mu specialty coffee plantation sits near an area of frequent wild-elephant activity, highlighting the ecological character of “tropical rainforest coffee.” Since 2023 the base has cooperated with the Dehong Yunnan Comprehensive Coffee Experiment Station of the National Cassava Industrial Technology System to build a seedling base, planting a total of 27 new varieties; with a primary processing plant of 1,300 tonnes/year and a roasting-and-packaging plant of 2,000 tonnes/year, it purchases surrounding farmers’ fresh cherries at stable prices, grounding “protect the wild elephants’ home, and also secure the coffee farmers’ future” in concrete mechanisms of ecological protection and farmer-linkage.
Walking into the Jinpulin Coffee Manor in Jinuo Mountain Township at 1,050 metres above sea level, within a fairytale-like tea-coffee cultural space, the team learned in depth about the manor’s operation model integrating planting and processing, lodging and dining, and research experience, as well as the full industry-chain layout of the local coffee brand “from seed to cup.” According to the manor manager, the manor opens a brand window through research experience and over 30,000 visitor-trips a year, while absorbing stable employment for surrounding farmers through farmer-linkage measures — per-worker average annual income up by 50,000 yuan — directly connecting the full industry chain with the people’s income-growth chain at the manor.
At the Puwen Town Coffee Industry Deputies’ Workstation in Jinghong, the press corps learned about how grassroots deputies serve coffee enterprises and farmers. As Jinghong’s first professional, specialty deputies’ workstation, its 13 stationed deputies carry out skills training for coffee farmers and promote local coffee brands, putting deputy performance into practical questions such as “how to plant” and “how to sell.” At the Puteng Coffee Manor, the team learned in depth about the enterprise’s full industry-chain development story, focusing on the new development that the “third-generation coffee family” brings to the local coffee industry.
This “Coffee Position Yunnan” themed activity upheld resource integration and joint force, presenting both the ecological resource endowment of Yunnan’s tea-and-coffee industry and the practical results of value growth and people’s income increase under the combined action of technology, business formats and mechanisms. Seizing this activity as an opportunity, the media will spread the tea-coffee stories from deep in the rainforest, the common-prosperity stories of linking farmers to agriculture, and the stories of all ethnic groups striving in unity, injecting a “network force” from the grassroots front line into the high-quality development of Yunnan’s tea-and-coffee industry, and continuously telling the Yunnan story of high-quality tea-coffee industry development.
Reported by Yunnan Network reporters Li Zinan, Gu Zhen and Liu Yangming.
Reprint Notice & Disclaimer
- This article is edited and compiled by Coffee Network (coffeeyo.com), reprinted from Yunnan Net, “Coffee Position Yunnan Online Themed Publicity Campaign Concludes — Pooling All-Media Perspectives to Jointly Tell the Rainforest Tea-Coffee Story.” The copyright of the original text belongs to Yunnan Net and the original authors. Our reprint is for coffee-industry information sharing only and does not represent our position; all data and views are subject to the original. We thank the original authors for their creation and sharing.
- Original article: Yunnan Net, “Coffee Position Yunnan Online Themed Publicity Campaign Concludes — Pooling All-Media Perspectives to Jointly Tell the Rainforest Tea-Coffee Story”
- For matters regarding content authorization, attribution, copyright or others, please contact us promptly; we will verify and cooperate in handling. We also welcome coffee enterprises and industry media to exchange and contribute.
- Coffee Network contact: Tel 400-0000-641 (+86-18288016826) | Email 405854472@qq.com | Address: Jinghong City, Xishuangbanna, Yunnan Province
Related Reading
- A Coffee Bean ‘Ferments’ at the CIIE: Three Decades of Shanghai-Yunnan Collaboration
CIIE Spotlight: Global Gastronomy Delights Draw Crowds to Taste and Explore
Video | Returning with New Debuts and New Identities: Overseas Exhibitors Embrace Open Opportunities at the CIIE
Brewick Coffee Debuts at CIIE: Global Fine Beans Gathered in Kunshan- Bean in Short Supply: A Taiwan Youth on Yunnan Coffee as a Shared Cross-Strait Stage
- Five Years, Eight Championships: Lincang Coffee Joins the World Stage
Liaoning ICP Security No. 21122402000217