Qujing: 'Industry + Coffee' Unlocks New Holiday Consumption Scenes for National Day

At a Glance (China Coffee Network): On the first day of the National Day holiday, coinciding with the first "International Coffee Day" established by the UN General Assembly, the second Coffee Culture Carnival kicke…

On the first day of the National Day holiday, coinciding with the first “International Coffee Day” established by the UN General Assembly, the second Coffee Culture Carnival kicked off at the Chongji Impression Creative Park in Qujing. The former third-front heavy-industry old factory buildings have been transformed into a trendy coffee market, with 126 coffee booths gathered together, deeply integrating industrial heritage, local cultural roots, and coffee consumption, adding a trendy vibe to this old industrial city’s National Day holiday.

At the event site.

Industrial Style Meets New Trends: Old Factory Buildings Transform Into a Viral Coffee Market

Walking into the Chongji Impression Creative Park, rusty steel frames are scattered in arrangement, and 126 coffee booths are neatly laid out. Aged industrial machine components and trendy coffee booths make a delightful contrast, full of atmosphere. Themed “Heavy-Industry Coffee · Tasting the Years,” this event attracted distinctive coffee trucks and specialty coffee brands from Guangdong, Chongqing, Heilongjiang, Guizhou and other places, with local roasting, cultural-creative handicrafts, and Yunnan-flavored delicacies all gathered on site — rich in formats and high in popularity. The quality venue environment and attentive service drew praise from distant visiting merchants.

Huang Jinnan, an exhibiting merchant from Foshan, Guangdong, said happily that this was his second time participating in the Qujing Coffee Culture Carnival. Qujing not only provides free booths for out-of-town merchants, but also offers supporting policies such as online promotion and consumer-voucher customer-drawing.

On the first day, visitor flow far exceeded expectations, and the customer repurchase rate was remarkable, greatly helping brand promotion and industry exchange. Hu Xufei, an exhibiting merchant from Guiyang, Guizhou, admitted that having visited coffee festivals in many cities across the country, Qujing’s event venue was exceptionally special. The unique old-factory industrial atmosphere, enthusiastic local citizens, and novel “industry + coffee” model were eye-opening.

At the event site.

Diverse and Varied Formats: Immersive Experiences Light Up Holiday Life

This Coffee Carnival innovatively created a “three great time capsules” experience main line — cleverly blending Qujing’s hundred-million-year ancient-fish culture, the eventful third-front years, and modern trendy life. Ancient-fish VR immersive experiences, coffee-grounds handmade DIY, industrial-style graffiti check-ins, and nighttime band performances took turns on stage. At the same time, national professional competitions in latte art, brewing, and cup tasting kicked off brilliantly, bringing together industry veterans and coffee enthusiasts to exchange and hone their skills on the same stage. Diverse formats such as specialty coffee, distinctive tea drinks, creative light meals, and handmade cultural-creative items fully satisfy citizens’ and visitors’ holiday needs for leisure check-ins, parent-child outings, and trendy socializing.

The fresh and unique play experience drew repeated praise from many visitors. Tourists who came to check in said one after another that it was their first time attending a coffee festival inside an old factory building, and the experience was deeply impressive.

“You can both feel up close the age-old heritage of the old industrial factory buildings and taste authentic Yunnan coffee and experience the distinctive ancient-fish VR project — tradition and trend collide, the experience is great, and it’s very worth a check-in,” said Shao Jing, a citizen. She added that this Coffee Carnival offered rich categories and diverse choices, and with the government-issued consumer vouchers on top, the cost-performance ratio was very high.

Beyond tasting various specialty coffees, citizens could also experience fun activities such as pour-over coffee and hand-drawn bookmarks — rich in content and novel in form, letting them enjoy a high-quality National Day holiday life right at their doorstep.

At the event site.

Revitalizing Industrial Heritage Resources: Holiday Economy Unleashes New Consumption Vitality

Qujing is not a major coffee-bean producing area, yet relying on the consumption advantages of a provincial sub-center city and its profound industrial-cultural heritage, it boldly innovates its consumption model, uses old industrial spaces to host trendy cultural-tourism consumption, and successfully revitalizes the city’s idle industrial assets. It is understood that last year’s first Coffee Carnival attracted 265,000 participants and drove 7.24 million yuan in direct consumption.

To continuously activate the National Day holiday economy and unleash consumption potential, this event released 800,000 yuan in Caiyun consumer vouchers, combined with multiple public-benefit measures such as merchant discounts, exclusive benefits for bringing your own cup, and special-industry preferential offers, delivering tangible benefits to the public and effectively driving up the catering, cultural-tourism, and leisure-experience sectors.

According to introductions, this Coffee Culture Carnival is no longer simple commodity selling, but achieves the deep integration of coffee, culture, tourism, and commerce, turning dormant old industrial assets into the city’s new consumption, new traffic, and new highlights. (Text/Photos by Xu Yao, Li Nannan, Lei Puli)

Source: Qujing Media Center

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