At a Glance (China Coffee Network): On June 19, the “Putting the Mountains into Coffee” themed salon for the Lijiang stop of the Yunnan City Coffee Map was held at Colorful Yunnan No. 1 City in Kunming. Three guests—Lu Ying, general manager of Yunnan Dalue Commercial Operation Co., Ltd.; and Lu Pengyu and An Dejia, guests of the Lijiang micro-variety show—shared the stage in conversation about the Yunnan lifestyle of drinking coffee beneath the snow mountains. The Lijiang stop of the Yunnan City Coffee Map micro-variety show was released simultaneously, and “Yun Doudou,” the official IP for Yunnan coffee themed publicity, made its first joint appearance with “Nannan,” the IP of Yunnan Release.
On June 19, the “Putting the Mountains into Coffee” themed salon for the Lijiang stop of the Yunnan City Coffee Map was held at Colorful Yunnan No. 1 City in Kunming. Three guests—Lu Ying, general manager of Yunnan Dalue Commercial Operation Co., Ltd.; and Lu Pengyu and An Dejia, guests of the Lijiang micro-variety show—shared the stage in conversation about the Yunnan lifestyle of drinking coffee beneath the snow mountains. The Lijiang stop of the Yunnan City Coffee Map micro-variety show was released simultaneously, and “Yun Doudou,” the official IP for Yunnan coffee themed publicity, made its first joint appearance with “Nannan,” the IP of Yunnan Release.
Three Guests Discuss How to Put the Mountains into Coffee
Themed “Putting the Mountains into Coffee,” the salon saw the three guests hold a conversation across three chapters: “Seeing the Mountains,” “Tasting the Mountains,” and “Becoming the Mountains.”
Lu Ying—general manager of Yunnan Dalue Commercial Operation Co., Ltd., and, together with Xinhua Puxin, an executor of the Lijiang Jade Dragon Snow Mountain Coffee Week—shared the original intention behind building a coffee museum at the foot of Jade Dragon Snow Mountain. She said that Baisha boasts the unique advantages of Jade Dragon Snow Mountain, a World Cultural Heritage site, and Naxi ethnic culture; the two editions of the Lijiang Jade Dragon Snow Mountain Coffee Week, under the theme “A Cup of Coffee with a View of the Snow Mountain,” are making the snow mountain the most distinctive “scenic name card” of Yunnan coffee, and Lijiang beneath Jade Dragon Snow Mountain is becoming a hub for displaying and selling Yunnan’s mountain-grown fine coffees, mountain specialty products, and mountain intangible-cultural-heritage folk crafts.
Lu Pengyu, founder of the PASIOFIT lifestyle brand and a guest of the Lijiang micro-variety show, shared from a community perspective how coffee lovers in Lijiang have moved from “drinking coffee separately” to “drinking coffee together.”
An Dejia, a veteran outdoor blogger and a guest of the Lijiang micro-variety show, shared from an outdoor perspective the encounter between the mountains and coffee. She said that coffee in the wild is not something deliberately arranged, but something that happens naturally along the way; wind, temperature, and altitude are all invisible seasonings, and the same beans gain one extra flavor in the mountains—the scenery itself.
At the salon, the full episode of the Lijiang stop of the Yunnan Coffee micro-variety show was shared simultaneously. With a narrative style that is “authentic, relaxed, and internet-savvy,” the film presents two coffee ecosystems—those of Lijiang’s old town and its new city—the stories of tourism practitioners transitioning to opening coffee shops, and the innovative fusion of Naxi culture and traditional beverages with coffee.
Since the micro-variety show project launched its first season in Baoshan in March 2026, it has completed a content upgrade from “origin tracing” to “city discovery,” recording Yunnan’s coffee-producing areas from the first-person perspective of real participants. Distinct from the grand narrative of conventional cultural-tourism promotional films, it replaces “let me tell you Yunnan coffee is good” with “let’s discover together that Yunnan coffee is good.”
“Yun Doudou” and “Nannan” Make Their First Joint Appearance
Coinciding with the Dragon Boat Festival holiday, from June 19 to 21, “Yun Doudou,” the official IP for Yunnan coffee themed publicity, and “Nannan,” the IP of Yunnan Release, made their first joint appearance. Using coffee as a medium, they presented citizens and visitors with a Yunnan coffee cultural event combining cultural depth and trendy fun as part of the “More Than Life Festival” themed activity series at Colorful Yunnan No. 1 City.
At the event, a five-meter-tall inflatable “Yun Doudou” figure became a popular photo spot; visitors could exchange photos shared on social media for limited-edition merchandise gifts.
A Yunnan coffee themed market was also set up at the venue, gathering specialty coffees from multiple producing areas of Yunnan—including Zhongfei Coffee, Puer Xinyi Coffee, Four Cats Coffee, and Jinglan Coffee—allowing visitors to taste the mellow flavors of the land south of the colorful clouds in one stop and experience the full-industry-chain story from seed to cup.
2026 is a pivotal year for Yunnan coffee themed publicity. As the core region for coffee cultivation in China, Yunnan accounts for more than 95% of the country’s coffee planting area and output, ranking first nationwide in both. In recent years, with the iterative upgrading of varieties, Yunnan’s coffee quality has been improving steadily: the province’s specialty-coffee rate rose from 8% in 2021 to 41.7% in 2025. On the processing side, the province’s deep-processing rate for coffee climbed from 20% five years ago to 85%. Baoshan Arabica coffee was selected for China-EU mutual recognition of geographical indications and is transforming from “cheap raw material” to “specialty origin.”
In January this year, a solicitation campaign for the Yunnan coffee logo and slogan was launched, receiving more than 12,000 submissions from over 20 provinces and cities nationwide as well as from overseas. On April 7, the official logo featuring the Yunnan snub-nosed monkey was formally unveiled. As of June, total online exposure of Yunnan coffee themed publicity had surpassed 600 million.
The “Yunnan City Coffee Map” series is one of the important activities of Yunnan coffee themed publicity in 2026. It aims to deeply explore and visually present the integration of Yunnan coffee culture with urban fabric, and plans to systematically produce and release a series of “coffee-themed city maps” covering Kunming and the six core coffee-producing areas of Baoshan, Puer, Lincang, Xishuangbanna, Dehong, and Nujiang, and extending to the two key tourist cities of Dali and Lijiang; the Lijiang stop is the third in the series. Previously, the Baoshan and Kunming stops of the micro-variety show went online in March and at the end of May respectively; the themed publicity of “Yun Doudou,” the official IP for Yunnan coffee themed publicity, in the coffee industry pavilion of the China-South Asia Expo concluded successfully last week; and events such as the Dianchi International Coffee Carnival in August will unfold in succession, continuously pushing Yunnan coffee from industry buzz into the public mind.
Source: Urban Times
Full media reporter: Li Ruiying
Image: For reference
Editor: Jiang Lei
Reviewed by: Wang Haitao
Second instance: Chen Weiyi
Final appeal: Peng Deguang
Reprint Notice & Disclaimer: This article is reprinted from Urban Times. All rights belong to the original publisher.
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