At a Glance (China Coffee Network): The 11th Lujiazui International Coffee Culture Festival recently opened in Shanghai. The Nujiang Coffee Industry Alliance made a striking appearance with its “coffee + intangible cultural heritage + cultural tourism” integration model, showcasing the strength of Nujiang’s specialty coffee producing regions and expanding into the Yangtze River Delta consumer market through Shanghai-Yunnan collaboration.
Original title: 《咖香越山海 非遗耀浦江——怒江咖啡产业联盟亮相陆家嘴国际咖啡文化节》
Recently, the 11th Lujiazui International Coffee Culture Festival opened at the Lujiazui Central Greenbelt in Shanghai. As one of the country’s most influential coffee events, it brought together nearly 400 coffee brands from across China for display, exchange, and friendly competition, with a lively market atmosphere and vibrant industry interaction. Among them, the Nujiang Coffee Industry Alliance appeared at the event with its “coffee + intangible cultural heritage + cultural tourism” integration model.
Visitors flock to the Nujiang Coffee Industry Alliance booth
The Nujiang Coffee Industry Alliance brought together participating companies—Yunnan Yunman Coffee Co., Ltd. (Ben Zhan) and Nujiang Nuxiaoke Industry Co., Ltd. (Nuxiaoke)—along with Nujiang Dulong Weaving Dreams Industrial Co., Ltd. and Nujiang Xianggu Biotechnology Co., Ltd. Carrying the ecological flavors of the Gaoligong Mountains and the distinctive products of the Nujiang Grand Canyon in Nujiang Lisu Autonomous Prefecture, they stepped into Lujiazui to showcase Lushui’s specialty coffee and characteristic products to Shanghai residents and buyers from around the country, actively engaging in industry exchange and precisely connecting with market demand.
Visitors taste Nujiang specialty coffee at the booth
At this event, Lushui’s enterprises unanimously brought “Nujiang flavor” signature drinks, which became a major highlight of the booth. Nujiang Nuxiaoke Industry Co., Ltd. (Nuxiaoke) launched its store signature “Nujiang Memory,” as well as specialties such as the “Jianshouqing (wild mushroom) signature drink” and the “Canyon Golden Fruit signature drink (tsaoko + coffee),” blending Nujiang’s mountain-and-valley produce into coffee flavors. Yunnan Yunman Coffee Co., Ltd. (Ben Zhan) offered a tasting set of three small cups in different flavors, letting consumers experience the layered nuances of canyon coffee in one session. Nujiang Dulong Weaving Dreams Industrial Co., Ltd. arranged for weavers to demonstrate the intangible-cultural-heritage craft of the Dulong blanket on site; the aroma of coffee and the sound of the loom complemented each other, attracting many visitors to stop, watch, and photograph the experience.
During the event, Yu Dan, member of the Standing Committee of the Lushui Municipal Party Committee and vice mayor of Lushui, together with Hu Xiaojie, vice mayor of Lushui, visited the booth to inspect the exhibition. They learned in depth about the enterprises’ participation, held detailed conversations with the persons in charge, asked carefully about product features, market response, and promotion needs, and personally pitched Lushui’s characteristic industries and Nujiang’s cultural-tourism resources on site.
On October 22, on the festival’s main stage, Yu Dan delivered a Nujiang coffee promotion built around the theme “Shanghai-Yunnan collaboration, united across mountains and seas.” She systematically introduced Lushui’s natural endowments and industrial achievements as the core producing area of Nujiang coffee. She noted that Shanghai-Yunnan collaboration has brought not only funding and projects, but also Shanghai’s market awareness, branding philosophy, technical standards, and talent resources to the Nujiang canyon, giving Nujiang coffee the confidence and assurance to leave the mountains, enter Shanghai, and reach larger markets. She cordially invited Shanghai residents and buyers from around the country to visit Lushui, taste its specialty coffee, and share in the friendship across mountains and seas forged by Shanghai-Yunnan collaboration.
“Participating in the Lujiazui International Coffee Culture Festival this time is both a showcase and, even more, a learning experience. Going forward, we will continue to build good platforms and organize local enterprises to attend various high-end exhibitions; open up channels and, relying on the Shanghai-Yunnan collaboration mechanism, promote Nujiang coffee, intangible-heritage cultural-creative products, and eco-products into Shanghai supermarkets, e-commerce platforms, and community stores; and strengthen our brand by supporting the industry alliance in jointly building standards and shaping a shared brand. Riding the tailwind of Shanghai-Yunnan collaboration, Lushui’s characteristic industries will surely go further and do better,” said Zheng Xiaoyan, director of the Lushui Municipal Commerce Bureau, full of confidence. (By Shi Yang and Shen Jiancui)
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- Original article: Yunnan Net: 《咖香越山海 非遗耀浦江——怒江咖啡产业联盟亮相陆家嘴国际咖啡文化节》
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