The 22nd China (Shenzhen) International Cultural Industry Expo was successfully held at the Shenzhen International Convention and Exhibition Center from May 21st to 25th. Pu'er City will bring high-quality cultural units and enterprises such as Pu'er Museum, Pu'er Tea Horse Culture Development Co., Ltd., and Border Coffee (Pu'er) Co., Ltd. to participate in the exhibition. With the tea horse ancient road culture as the soul and the tea and coffee industry as the core, Pu'er City will comprehensively showcase the charm of national culture and the innovative achievements of cultural industry. Through physical exhibitions, project promotion, cooperation negotiations and other forms, Pu'er City will deepen external exchanges and expand new space for industrial cooperation.
Technology empowers intangible cultural heritage
Coffee grounds woven into brocade became the focus of the entire venue
In the Pu'er exhibition area, the coffee grounds woven brocade brought by Border Coffee (Pu'er) Co., Ltd. became the most recognizable highlight of the Yunnan exhibition area, achieving a breakthrough integration of environmental protection technology and ethnic intangible cultural heritage. From a coffee bean to a brocade thread, there is a complete green cultural innovation chain behind it: waste coffee grounds are carbonized, decolorized and processed into fiber masterbatch through 12 processes, and then processed into specialized yarn suitable for Wa ethnic hand weaving, truly achieving the goal of "turning waste into treasure".
Its registered brand "BULA BULA" is deeply rooted in the Wa Mountains of Ximeng. "BULA" is not only the core component of the weaving machine "shuttle board knife" in Wa language, but also a commonly used name for Wa women, symbolizing the craftsmanship and female strength passed down from generation to generation. The brocade works accurately replicate classic ethnic patterns such as Wa wooden drums, cow head totems, and cliff paintings, revitalizing the intangible cultural heritage skills that have been passed down for thousands of years on environmentally friendly new materials, and becoming a vivid epitome of the integrated development of "culture+technology+green" in Pu'er.
Zhang Wei, the person in charge of Border Coffee (Pu'er) Co., Ltd., happily told reporters: "On the first day of development, our products were flooded with questions. Many customers did not expect coffee grounds to be made into such exquisite brocades, let alone carrying the culture and stories of the Wa ethnic group. As of today, we have received cooperation intentions from more than 20 cultural and creative brands and home furnishing brands from Beijing, Shanghai, Guangzhou, and Shenzhen, as well as 5 overseas buyers expressing their agency intentions. In addition, we have also received an exhibition invitation from Dongguan Cultural Tourism. We hope to bring the intangible cultural heritage and green concept of Wa Mountain to the world through this' coffee line '
The enterprise is rooted in the Wa Mountains of Ximeng, with the mission of "one coffee bean, guarding the soul of Wa Mountains". It has built a characteristic cultural industry model of "enterprise+cooperative+inheritor+brand", and promoted the inheritance of Wa folk songs through the launch of the "Endless Fire Pond Plan" and established a mother tongue children's choir, achieving a two-way nourishment of cultural inheritance and industrial development.
Revitalization of Cultural Relics for New Life
Tea Horse Ancient Road Cultural and Creative tells a millennium story
The Tea Horse Ancient Road Cultural Series is another eye-catching cultural landmark in the Pu'er exhibition area. Pu'er City Museum, in collaboration with Pu'er Tea Horse Culture Development Co., Ltd., has selected more than 20 distinctive cultural and creative products to showcase, covering daily practical categories such as refrigerator stickers, scrolls, coasters, bookmarks, etc.
These products are all inspired by the ancient cultural relics, millennium horseshoe prints, and ancient station maps collected by the Pu'er City Museum, condensing the commercial history, cultural stories, and ethnic customs of the Tea Horse Ancient Road into a single inch. Through the model of "cultural relic revitalization+creative design+industrial transformation", the historical and cultural heritage that was once dormant in museums can be brought out of the exhibition hall and truly integrated into the daily lives of the public, becoming tangible and portable "Pu'er memories".
At the same time, the exhibition area also set up a comprehensive exhibition area for Pu'er tea and coffee, showcasing more than 40 categories of products including Pu'er tea, coffee culture and creativity, tea fiber yarn, and traditional ethnic brocade, fully highlighting the industrial advantages and diverse ethnic characteristics of Pu'er's "dual core of tea and coffee".
On site response
Featured products are highly praised by customers and audiences
Since its launch, the popularity of the Pu'er exhibition area has continued to rise. The two core exhibition lines of coffee grounds weaving brocade and tea horse ancient road cultural and creative have always been crowded, and many visitors have come specifically to experience the unique charm of Pu'er culture up close.
Deng Linqiang, the Director of Cultural and Tourism Dongguan Activities, carefully examined the Wa ethnic brocade at the Pu'er booth and said, "I come to the Cultural Expo every year to find unique products. This year's Pu'er coffee grounds brocade really impressed me. It has both environmental protection concepts and ethnic cultural connotations, and its appearance is also very high, which is very in line with the consumption needs of young people nowadays. We are preparing for an exhibition and need to explore many dynamic and creative IPs. We have reached a preliminary cooperation intention with Border Coffee (Pu'er) Co., Ltd., hoping to introduce them to Dongguan. ”
Ms. Lin, a cultural enthusiast who is currently visiting an exhibition, said to a reporter, "I have always been interested in the history of the Tea Horse Ancient Road. I was particularly surprised to see Pu'er turning the cultural relics of the Tea Horse Ancient Road into such exquisite cultural and creative products. I bought a set of commemorative tea cakes from the Tea Horse Ancient Road and plan to give them to friends who love history. This way of combining traditional culture with modern design can be both seen and drunk, which is more immersive than just watching exhibitions
Empowering Development with Platforms
The Cultural Expo builds a bridge for industrial cooperation
As the highest standard and most influential national exhibition in China's cultural industry, the Shenzhen Cultural Expo has built a high-end platform for Pu'er cultural enterprises to showcase their brands and connect resources. During the exhibition period, Pu'er cultural enterprises actively participated in a series of exchange activities and achieved fruitful cooperation results.
On the morning of May 23rd, Pu'er Tea Horse Culture Development Co., Ltd. signed a framework cooperation agreement with Beijing Feitian Yundong Technology Co., Ltd. on site at the Yunnan Provincial Cultural Industry Investment Promotion Conference. Both parties will work together to promote the digitalization and industrialization upgrading of cultural and creative products on the Tea Horse Ancient Road. Participating enterprises in Pu'er City will have in-depth discussions with merchants from all over the country to expand market channels. The Ethnic Intangible Cultural Heritage Museum of Simao District has been successfully selected for the investment manual of this cultural and cultural expo, and participated in both the park inspection and the Yunnan Provincial Cultural Industry Project Promotion Conference, building an important bridge for the market-oriented promotion of intangible cultural heritage.
This participation in the Shenzhen Cultural Expo is an important measure for Pu'er to promote the "going global" of border culture and strengthen regional cultural industry exchanges. Specialty products such as coffee brocade and tea horse ancient road cultural and creative products have attracted high attention from multiple investment institutions and channel partners, effectively enhancing the national brand influence of "Pu'er Coffee", "Pu'er Brocade", and "Tea Horse Ancient Road Cultural and Creative".
Next, Pu'er will use the Cultural Expo as a link to continuously explore ethnic culture, tea horse culture, and tea coffee culture resources, promote the deep integration of cultural creativity, intangible cultural heritage inheritance, and characteristic industries, cultivate and strengthen cultural market entities, and empower high-quality economic and social development with culture.
Author: Yan Fankai
Editor | Chen Wu Aoqi
Second instance | Chen Sitong
Final Review | Li Yushan
Original title: "Taking the Tea Horse Ancient Road as the Pulse and Weaving Brocade with Coffee as the Medium, Pu'er Culture Sails Far"