第二届丽江玉龙雪山咖啡活动周开幕The 2nd Lijiang Yulong Snow Mountain Coffee Week has opened
On the morning of May 21st, the second Lijiang Yulong Snow Mountain Coffee Week kicked off in Baisha Ancient Town, Yulong County, Lijiang City, Yunnan Province. The theme of this event is "Watching Snow Mountain with a Cup of Coffee", adopting a form of global multi-point linkage. Through deepening the cross-border integration of "coffee+cultural tourism+intangible cultural heritage", we are committed to creating an immersive and panoramic new experience of cultural tourism integration.
Cross border integration, building a panoramic cultural and tourism experience
At the opening ceremony, the newly built Baisha Coffee Museum was officially unveiled, which integrates multiple functions such as boutique exhibition and sales, intangible cultural heritage inheritance, and educational research; At the same time, the Yulong County Coffee Association was officially unveiled and established, and a PCA professional coffee competition system authorization ceremony was held, laying a solid foundation for cultivating professional coffee talents and promoting the standardized development of the industry in the local area. In the product entry process, high-quality products from six major coffee producing areas in Yunnan, including Pu'er, Baoshan, Lincang, Nujiang, Dehong, and Xishuangbanna, as well as dozens of local characteristic intangible cultural heritage and agricultural product brands from Lijiang, have collectively settled in, building a normalized platform for production and sales docking and brand promotion.
In addition to the main venue of Baisha Ancient Town, this event week also collaborates with Lijiang Sanyi International Airport, Lijiang High speed Railway Station, Lijiang Modern Flower Industry Park, and Lugu Lake Scenic Area to set up multiple sub venues. Each sub venue has launched differentiated experience projects based on regional characteristics, such as the "Flower Sea Coffee Tour" launched by the Modern Flower Industry Park, which combines edible flowers with Yunnan small grain coffee; The Lugu Lake sub venue focuses on the characteristic business of "Mosuo Culture+Coffee" and carries out intangible cultural heritage textile experience and folk interaction. During the event, the local government will also focus on precise investment promotion throughout the entire industry chain, with a particular emphasis on promoting high-quality cultural and tourism integration projects such as Wenbi Hai Health Resort, Lashi Hai Dark Night Starry Sky International Tourism Destination, Jinsha River's three major docks, and Baoshan Stone City Tourism Comprehensive Development.
Industrial linkage, improving the development pattern of the entire industry chain
As an attempt to transform from a cultural and tourism city to an immersive cultural and tourism experience destination, the coffee industry at the foot of the snow capped mountains is becoming a new track for the integration of culture and tourism in Lijiang. At present, there are more than 400 coffee business entities in Yulong County, with over 130 gathered in Baisha Ancient Town alone. Featured homestay hotels use coffee as a guide and snow capped mountains as a mirror, making every cup of coffee a symphony of natural scenery and Naxi culture.
Data shows that since the first Coffee Week, the local area has continued to deepen the new cultural and tourism IP of "a cup of coffee to see snow capped mountains", directly driving a 10% to 30% increase in coffee consumption, with annual sales exceeding 400 million yuan, promoting employment for more than 2300 people, and gradually building a full industry chain of "tertiary industry belt and secondary industry promoting primary industry". By 2025, the entire county will receive 28.1425 million tourists and achieve a total tourism expenditure of 21.038 billion yuan. High quality coffee and slow living are constantly transforming into a strong new engine for local economic development and rural revitalization.
Open sharing, connect the world with a cup of coffee
Coinciding with the China Vietnam Tourism Cooperation Year, this event week also innovatively launched the theme experience of "Yunnan Vietnam Cup in Lijiang", and invited international guests and industry representatives from Vietnam, Uganda, Colombia and other countries to attend. A small cup of coffee is becoming a new bridge for Lijiang to expand international cultural and tourism exchanges and build friendly exchanges between people.
This cup originates from the rich aroma of high mountains, canyons, and snow capped mountains. It is not only a new highlight of cultural and tourism consumption, but also a microcosm of Yunnan coffee brand construction and high-quality development. The story of Yunnan coffee is a growth history spanning over a hundred years, integrating natural gifts, life wisdom, and opportunities of the times. Coffee is not just a bean or a drink, but also the breath of the magnificent mountains and rivers of Yunling and the accumulation of diverse cultures, carrying the livelihoods and dreams of tens of thousands of coffee farmers' families. From fine cultivation deep in the mountains to diversified consumption monetization through international cultural and tourism windows, Yunnan coffee is raising a toast to the world with an open and composed attitude.
(Yan Yujie, China Daily Yunnan Reporter Station)
Source: China Daily website