Brief (coffeeyo.com): Kunming’s Wuhua District is building a “Cuihu Coffee” cultural-tourism brand through a run of themed events, using the local cafe scene to back the Cuihu-Old Street area’s bid for national 5A scenic status. Coffee, notably, heads the district’s six themed “reception halls”.
The Cuihu Old Street Integrated Service Center in Wuhua District, Kunming, has launched a series of “Cuihu Coffee” events, polishing a home-grown cultural-tourism brand and building momentum for the Cuihu-Old Street area’s bid to become a national 5A-level tourist attraction.
Under the attraction’s “166” development framework, the district is building six themed “reception halls” – the Cafe, the Museum, the Story Collection, Street Life, the Flower Garden and the Business Salon. The Cafe heads the list, and with good reason: the Cuihu area has a coffee culture all its own, distinctive and deeply rooted, making it the district’s most representative and instantly recognisable local business. The service center has made that coffee culture its point of entry, working to build an exclusive, one-of-a-kind “Cuihu Coffee” brand with real reach – using distinctive businesses to lift the character of the old street and a cultural name to support the attraction’s development.
To broaden the brand’s reach and lay a solid commercial foundation for the 5A bid, the service center has planned and rolled out a coordinated programme. It has produced four episodes of a “Cuihu Coffee” interview series, in which different cultural observers tease out what makes local cafes distinctive, their brand stories and their human interest, presenting Cuihu’s coffee culture in the round. It has run a “Most Characteristically Cuihu” online coffee poll to nudge the street’s cafes toward higher standards, and staged the Cuishengsheng Cuihu Coffee Market and awards ceremony – a showcase of the local scene that draws crowds, sparks spending and makes the brand visible, tangible and worth talking about.
Looking ahead, the service center will keep its eye on the national 5A goal, deepen work on the six themed “reception halls” and continue to draw on the area’s historical and cultural assets, raising the old street’s overall capacity for tourism and the pull of its brand on every front.
Source: Cuihu Old Street Integrated Service Center, Wuhua District
Editor: Hu Weixian
Copy editors: Sun Xiaowu and Cui Zhichao
Final review: Ding Mingbo and Huang Yuanjie
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