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

In early summer, the aroma of coffee is lingering under the Jade Dragon Snow Mountain. 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", and it adopts a comprehensive multi-point linkage form. Through deepening the cross-border integration of "coffee+cultural tourism+intangible cultural heritage", it is committed to creating an immersive and panoramic new experience of cultural tourism integration.

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.

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.

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. (Zhao Lihao, Worker's Daily Client Reporter)

[Editor: Tao Wen]