云南咖啡正式迈入品牌化发展新阶段Yunnan Coffee officially enters a new stage of brand development

来源：农民日报

“微笑的滇金丝猴”标识亮相

云南咖啡正式迈入品牌化发展新阶段

4月7日，“这一刻，啡你莫属——2026云南咖啡主题宣传标识、标语发布会”在云南昆明举办。本次发布的云南咖啡主题宣传最佳标识以云南珍稀保护动物滇金丝猴为核心主体，形象鲜活生动。其嘴唇被巧妙设计为圆润饱满的咖啡豆形态，让云南的生态之美与咖啡的醇香韵味相融相生，打造出具有辨识度的专属视觉符号。

该标识与同步公布的获奖标语均源自今年1月启动的全省征集活动，活动历时一个多月，共收获全国超20个省市的11400条标语、1100个标识投稿。经设计、咖啡产业、云南文化等领域顶尖专家从创意性、传播力等维度量化评审，最终优中选优确定获奖作品，终结了云南咖啡长期“散兵作战”的发展现状。

作为云南高原特色农业的重要板块，咖啡产业早已成为助力“三农”发展、推动乡村振兴的重要抓手。依托北纬23度咖啡黄金种植带的天然优势，云南咖啡在保山、普洱、临沧等产区形成规模化发展，保山中咖辐射带动1万余户咖农亩均增收1000余元；临沧云佳以“公司+合作社+农户”模式辐射带动咖啡种植1万亩；幸也咖啡通过与20余户咖农签订长期收购协议，将精品豆采购价稳定高于市场价的15%以上，带动产区农户增收……小小咖啡豆正成为撬动乡村振兴的大动能，让咖农实实在在分享产业发展红利。

发布会现场，多位咖啡从业者畅谈标识发布的行业意义，直言这是云南咖啡发展的全新契机。来自澳大利亚的曼老江咖啡主理人马克见证了产业蝶变，他说：“2005年我来到云南时基本找不到地方喝咖啡，现在云南能做出符合中国人口味的咖啡，走到哪里都有好的精品咖啡门店。”奔爱咖啡主理人张毅认为，统一标识为云南咖啡打上了专属标签，“让所有人一看到这个标识就想到云南咖啡，为行业发展拓宽了赛道。”

“这次标识发布，是云南咖啡从‘原料输出’升级为‘区域品牌’的关键节点，意义在于统一认知、树立标准、赋能全球，让好豆卖出好价，这将提升产业附加值，惠及咖农与企业，是云南打造绿色经济强省的又一‘金色名片’。”幸也咖啡品牌总监张四喜说。

未来，云南将持续深挖咖啡产业的经济与文化价值，让以滇金丝猴为标识、兼具“中国代表、世界品质、东方风味”的云南咖啡走向全国、飘香世界，让小咖啡豆成为带动农户增收、彰显云南文化自信与生态之美的黄金产业。（农民日报全媒体记者 郜晋亮 见习记者 赵桐）

Source: Farmers' Daily

The logo of 'Smiling Yunnan Golden Monkey' appears

Yunnan Coffee officially enters a new stage of brand development

On April 7th, the "2026 Yunnan Coffee Theme Promotion Logo and Slogan Release Conference" was held in Kunming, Yunnan, China, with the slogan "At this moment, you are the coffee. The best logo for Yunnan coffee theme promotion released this time is centered around the rare and protected animal Yunnan snub nosed monkey, with vivid and lively images. Its lips are ingeniously designed in the shape of round and plump coffee beans, blending the ecological beauty of Yunnan with the rich aroma and flavor of coffee, creating a distinctive visual symbol.

The logo and the winning slogans announced simultaneously are both derived from the province wide solicitation activity launched in January this year. The activity lasted for more than a month and received a total of 11400 slogans and 1100 logo submissions from over 20 provinces and cities across the country. After being quantitatively evaluated by top experts in design, coffee industry, Yunnan culture and other fields from the dimensions of creativity and dissemination, the award-winning works were finally selected from the best, ending the long-term development status of Yunnan coffee's "scattered warfare".

As an important sector of Yunnan Plateau characteristic agriculture, the coffee industry has long been an important lever to support the development of agriculture, rural areas, and farmers, and promote rural revitalization. Relying on the natural advantages of the 23 degrees north latitude coffee golden planting belt, Yunnan coffee has formed a large-scale development in production areas such as Baoshan, Pu'er, and Lincang. The radiation of coffee in Baoshan has driven more than 10000 coffee farmers to increase their income by more than 1000 yuan per mu; Lincang Yunjia uses the "company+cooperative+farmer" model to radiate and drive coffee planting on 10000 acres; Xingye Coffee has signed long-term acquisition agreements with more than 20 coffee farmers, stabilizing the purchase price of premium beans at more than 15% higher than the market price, driving income growth for farmers in the production area... Small coffee beans are becoming a major driving force for rural revitalization, allowing coffee farmers to truly share the dividends of industrial development.

At the press conference, several coffee practitioners discussed the industry significance of the logo release, stating that it is a new opportunity for the development of Yunnan coffee. Mark, the manager of ManLao Jiang Coffee from Australia, witnessed the industry's transformation. He said, "When I came to Yunnan in 2005, I couldn't find a place to drink coffee. Now Yunnan can make coffee that suits the taste of Chinese people, and there are good boutique coffee shops everywhere." Zhang Yi, the manager of Penai Coffee, believes that the unified logo has given Yunnan coffee an exclusive label, "making everyone think of Yunnan coffee as soon as they see this logo, and expanding the track for industry development

This logo release is a key milestone for Yunnan Coffee to upgrade from 'raw material export' to 'regional brand'. Its significance lies in unifying cognition, establishing standards, empowering the world, and enabling good beans to sell at good prices. This will enhance industrial added value, benefit coffee farmers and enterprises, and is another 'golden business card' for Yunnan to build a strong green economy province, "said Zhang Sixi, Brand Director of Xingye Coffee.

In the future, Yunnan will continue to deeply explore the economic and cultural value of the coffee industry, allowing Yunnan coffee, which is marked by the Yunnan golden monkey and combines "Chinese representative, world quality, and Eastern flavor", to spread throughout the country and the world, and making small coffee beans a golden industry that drives farmers' income growth and showcases Yunnan's cultural confidence and ecological beauty. (Gao Jinliang, a full media reporter from Farmers' Daily, and Zhao Tong, a trainee reporter)