Merchant Sales Up 50% on Average as Yunyan Third-Season Coffee Event Draws Crowds and Commerce

At a Glance (China Coffee Network): On June 14, the three-day 2026 Yunyan Third-Season Coffee Culture Activity concluded successfully. As the main venue, Xinyin 1950 rode this characteristic coffee event to a new wave of enthusiasm; the high popularity of over 260,000 visits brought both foot traffic and revenue double harvest to the major settled merchants in the park. After three seasons of refinement, the coffee culture activity is now a heavyweight signature IP of the park, with heat and reputation continuously rising.

On June 14, the three-day 2026 Yunyan Third-Season Coffee Culture Activity concluded successfully. As the main venue, Xinyin 1950 rode this characteristic coffee event to a new wave of enthusiasm; the high popularity of over 260,000 visits brought both foot traffic and revenue double harvest to the major settled merchants in the park. After three seasons of refinement, the coffee culture activity is now a heavyweight signature IP of the park, with heat and reputation continuously rising.

At the event site.

On June 15, the reporter learned from Xinyin 1950’s marketing department that preparation for this coffee culture activity started early with ample detail. As early as late April to May, the park joined hands with partner Captain George to finalize related matters, refining the whole process from atmosphere building, brand promotion, to merchant booth layout. During the implementation phase, the team fully coordinated the opening ceremony, various indoor and outdoor competitions, and more. This market originally planned 50 coffee merchants plus 10 baking merchants; due to enthusiastic registration from coffee brands, the park voluntarily reduced 3 baking booths, finally welcoming 53 coffee merchants. Relying on the just-completed renovated venue, the park made full use of every space, and the merchants were very cooperative, all joining hands to support the activity. At the same time, drawing on the experience of the first two editions, the park added seating areas and sunshades, not only matching ambient music throughout, but also inviting a jazz band to perform at the main square, comprehensively optimizing the visitor experience.

The booming on-site popularity also brought impressive business data. Tang Lingyan, manager of Xinyin 1950’s marketing department, said the event foot traffic kept rising; Saturday’s visitor flow exceeded 100,000, and Sunday, even with hot weather, still exceeded 90,000. Overall, the settled merchants’ performance improved by an average of 50%, and some merchants even doubled their revenue, a 20% average increase compared with the previous edition.

The event site was very lively.

Merchants of different formats in the park all reaped rich rewards. Moli Yuba (Jasmine White) added staff in advance and stocked ample supplies, calmly receiving consumers; Li Shanshan’s Saturday sales rose nearly 80% over weekdays, bluntly saying the coffee festival cultural activity is more brilliant each edition; A Le Canzhuo (A Le Table) stocked 2 to 3 times the usual amount, with revenue quadrupling, pausing only briefly at noon for a break; Haohao Coffee used the event opportunity to promote its brand, launching characteristic special drinks, exploring standardized development of specialty coffee, and its revenue also saw significant growth.

In addition, the park integrated all-format resources to launch an exclusive coupon package for out-of-town visitors, covering foot therapy, KTV, dining, and other benefits; with consumption records, visitors could also participate in a gashapon lottery, with free meals, brand coupons, and other gifts continuously offered. The unified and beautiful booth design, enthusiastic and thoughtful on-site service, and diverse and rich experience content earned the coffee culture activity full praise; visitors expressed that the whole experience was great, and out-of-town exhibiting merchants frequently liked the organizer in community groups.

Coffee culture activity theme slogan.

For the next coffee culture activity, the park already has a clear plan. Tang Lingyan revealed that the park will subsequently promote a large-scale renovation of the first-floor space, optimize booth layout, and strive to create a more refined market lineup. Combined with three years of activity data, the team will sort out Guiyang citizens’ consumption preferences, and on the basis of retaining local quality coffee brands, continue to introduce distinctive domestic and international coffee brands, optimizing the brand ratio. It is believed that after continuous upgrading, the Yunyan Coffee Culture Activity will bloom with more charm and continue its mellow story.

Full-media reporter: Zhao Hao. Correspondent: Chen Feihong. Editor: Fu Chunbin. Responsible editors: Cheng Xiaochang, Wang Ling. Issued by: Wan Yu, Liu Zhuhan.