关注“体验经济”丨从饮品到体验，产业融合激活云南咖啡新活力Pay attention to the "experience economy" - From beverages to experiences, industrial integration activates new vitality in Yunnan coffee

Kunming, April 28 (Xinhua) -- From beverages to experiences, industrial integration activates new vitality in Yunnan coffee

Xinhua News Agency reporter Xiong Xuanang

The manager of the coffee plantation offers on-site classes, taking tourists to taste the diverse flavors of cloud coffee in the mountains and wilderness; City Coffee Workshop launches roasting and tasting experiences, allowing coffee enthusiasts to understand the journey of coffee from the "seed" to the "cup"; The integration of coffee and tourism continues to innovate, injecting new momentum into rural revitalization... In recent years, Yunnan has innovatively launched a deep integration of coffee and study abroad, rural tourism and other formats, activating new vitality in the coffee industry through the "experience economy".

Entering the "Coffee Fruit Coffee" boutique roasting factory in Wuhua District, Kunming City, the rich aroma of coffee fills the face. On the coffee measuring table in the lobby, coffee beans from different regions are placed. Coffee enthusiasts are grinding, brewing, and tasting under the guidance of professional baristas, immersing themselves in the charm of Yunnan coffee.

This composite coffee space, which integrates baking processing, on-site tasting, and interactive experience, expands the coffee consumption scene and precisely fits the current trend of "experience economy" consumption. Nowadays, consumers not only need coffee to refresh themselves, but also value various feelings such as scene atmosphere and cultural connotation. "Founder Yang Yu introduced that" Coffee Fruit Coffee "regularly holds coffee culture salons and regional flavor tasting events, upgrading coffee consumption from simple drinking to cultural experience.

Yang Yu (first from the right), founder of the boutique roasting factory "Coffee Fruit Coffee", is conducting coffee cup testing with customers. Photo by Jiang Wenyao, Xinhua News Agency reporter

At present, the coffee consumption scene in Yunnan cities is constantly enriching, and the consumption vitality continues to burst forth. In Kunming, urban coffee cultural spaces such as Cuihu Coffee Experience Center and Yunnan Coffee Factory continue to become popular; In Pu'er, coffee shops are scattered in the streets and alleys of the old city, blending the aroma of tea and coffee into a circle

The popularity of new coffee formats in cities is rising, and the integration of coffee and tourism experiences between mountains and fields is also bursting with vitality. In Tianyuzhuang Coffee Park, Nandaohe Village, Nanping Town, Simao District, Pu'er City, there are over 100 acres of lush coffee forests. Although the coffee fresh fruit harvest season has passed, the popularity of this coffee plantation hidden in the mountains has not diminished.

Liu Xiaodong, the manager of Tianyuzhuang Coffee Park, has set up a real-life coffee classroom in the fields. When each batch of customers arrives, he carries coffee cups from different batches and processing methods to test samples, carefully explaining the differences in Yunnan coffee production areas and flavors. Guests can see the growth environment of coffee and learn how to taste a cup of coffee, which is a more meaningful experience than simply drinking coffee. "Liu Xiaodong has been in the coffee industry for many years. After taking over the operation of the estate in 2020, he abandoned the old path of exporting raw materials and created an integrated model of" coffee+study and teaching+homestay travel ", allowing more people to understand Yunnan coffee.

Liu Xiaodong, the manager of Tianyuzhuang Coffee Park, is explaining to tourists the differences in Yunnan coffee production areas and flavors. Photo by Xiong Xuanang, Xinhua News Agency reporter

Liu Xiaodong introduced that relying on characteristic formats such as research-based teaching and flavor tasting, the coffee garden maintains a stable daily flow of 50 to 100 people throughout the year, and can receive up to 800 people during holidays. At the same time, the coffee park also attracts more than ten villagers from surrounding villages to work nearby, promoting the gathering of popularity in coffee classrooms and the prosperity of the coffee industry for the people.

The relevant person in charge of Yunnan Provincial Department of Culture and Tourism introduced that Yunnan has taken "coffee+tourism" as the starting point, cultivated nearly 60 boutique coffee estates, deepened the diversified integrated development models such as "coffee+rural travel" and "coffee+cultural and creative experience", and made coffee a new business card for Yunnan's culture and tourism.

Following the scent of coffee, we arrived at Xinzhai Village in Longyang District, Baoshan City. Leveraging the mature coffee planting industry, we integrated rural cultural and tourism resources, and continued to cultivate integrated formats such as coffee picking experiences and rural homestays.

Li Jinhe, the owner of a roadside caf é in Mangkuan Township, Longyang District, Baoshan City, is making "burnt coffee". Photo by Xinhua News Agency reporter Wang Guansen

I usually enjoy drinking coffee. When I come to the coffee producing area, I can not only taste different flavors of Yunnan coffee, but also enjoy the beautiful countryside scenery, and the experience is great. "Zhejiang tourist Li Wei took advantage of the holiday to visit Xinzhai Village and check-in for the integration of coffee and tourism with new formats. Before leaving, she also personally made coffee soap to take away her Yunnan memories.

The village has a complete set of supporting facilities such as a coffee shop, coffee processing experience center, and cultural and creative workshop, with rich and diverse entertainment content, "said Xie Xianwen, the person in charge of Xinzhai Coffee Manor. The local integration of rural cultural and tourism resources has strengthened the" coffee+cultural and tourism "integrated development model. Last year, his manor received more than 210000 tourists and generated tourism revenue of over 12 million yuan.

With experience as the link, industrial integration is continuously expanding the boundaries of Yunnan's coffee industry, injecting a continuous stream of vitality into rural revitalization and cultural tourism consumption.