以茶马古道为脉 以咖啡织锦为媒 普洱文化扬帆远航Taking the Tea Horse Ancient Road as the pulse and weaving coffee brocade as the medium, Pu'er culture sets sail for the long haul

5月21日至25日，第二十二届中国（深圳）国际文化产业博览交易会在深圳国际会展中心成功举办。普洱市携普洱市博物馆、普洱茶马文化发展有限公司、边境咖啡（普洱）有限公司等优质文化单位及企业参展，以茶马古道文化为魂、茶咖产业为核，全方位展示民族文化魅力与文化产业创新成果，通过实物展陈、项目推介、合作洽谈等形式，深化对外交流，拓展产业合作新空间。

科技赋能非遗

咖啡渣织锦成全场焦点

本次普洱展区中，边境咖啡（普洱）有限公司带来的咖啡渣织锦成为云南展区最具辨识度的亮点，实现了环保科技与民族非遗的突破性融合。从一颗咖啡豆到一条织锦线，背后是一套完整的绿色文化创新链条：废弃咖啡渣经过碳化、脱色等12道工艺制成纤维母粒，再加工为适配佤族手工织造的专用纱线，真正做到了“变废为宝”。

其注册品牌“BULA BULA”深深根植于西盟佤山，“BULA”在佤语中既是织机上的核心部件“梭板刀”，也是佤族女性的常用名，寓意着代代相传的匠心坚守与女性力量。织锦作品精准复刻了佤族木鼓、牛头图腾、崖画等经典民族纹样，让传承千年的非遗技艺在环保新材料上焕发新生，成为普洱“文化+科技+绿色”融合发展的生动缩影。

边境咖啡（普洱）有限公司负责人张伟高兴地告诉记者：“开展第一天，我们的产品就被问爆了。很多客商没想到咖啡渣能做成这么精美的织锦，更没想到它还承载着佤族的文化和故事。截至今天，我们已经收到了20多家来自北上广深的文创品牌和家居品牌的合作意向，还有5家海外采购商表达了代理意愿，另外也收到东莞文旅的展出邀请。我们希望通过这条‘咖啡线’，把佤山的非遗和绿色理念带到全世界。”

该企业扎根西盟佤山，以“一粒咖啡豆，守护佤山魂”为使命，构建“企业+合作社+传承人+品牌”的特色文化产业模式，通过发起“不熄的火塘计划”推动佤族民歌传承、成立母语儿童合唱团，实现了文化传承与产业发展的双向滋养。

文物活化新生

茶马古道文创讲述千年故事

茶马古道文化系列文创是普洱展区另一张亮眼的文化名片。普洱市博物馆联合普洱茶马文化发展有限公司，精选20余款特色文创产品集中亮相，涵盖冰箱贴、卷轴、杯垫、书签等日常实用品类。

这些产品均以普洱市博物馆馆藏的古道文物、千年马蹄印、古驿站地图为核心设计灵感，将茶马古道上的商贸历史、人文故事与民族风情浓缩于方寸之间。通过“文物活化+创意设计+产业转化”的模式，让原本沉睡在博物馆里的历史文化走出展厅，真正融入大众日常生活，成为可触摸、可带走的“普洱记忆”。

同时，展区还设置了普洱茶咖综合展陈区，展出普洱茶、咖啡文创、茶纤维纱线、少数民族传统织锦等40余个品类产品，全面凸显普洱“茶咖双核心”的产业优势与多元民族特色。

现场反响

特色产品获客商与观众热捧

开展以来，普洱展区人气持续高涨，咖啡渣织锦和茶马古道文创两大核心展线前始终人头攒动，不少观众专程慕名而来，近距离感受普洱文化的独特魅力。

文旅东莞活动总监邓林强在普洱展台细细端详着佤族织锦说：“我每年都来文博会找有特色的产品，今年普洱的咖啡渣织锦真的让我眼前一亮。它既有环保理念，又有民族文化内涵，颜值也很高，非常符合现在年轻人的消费需求。我们正在筹备一个展会，需要发掘很多有生命力、有创造力的IP。我们已经和边境咖啡（普洱）有限公司能达成初步合作意向，希望能把他们引入到东莞这边来。”

正在逛展的文化爱好者林女士和记者交谈时说：“我一直对茶马古道的历史很感兴趣，这次看到普洱把茶马古道的文物做成了这么精致的文创产品，特别惊喜。我买了一套‘茶马古道’的纪念茶饼，打算送给喜欢历史的朋友。这种把传统文化和现代设计结合起来的方式，既可以看又可以喝，比单纯看展览更有代入感。”

平台赋能发展

文博会架起产业合作桥梁

深圳文博会作为我国文化产业领域规格最高、影响力最广的国家级展会，为普洱文化企业搭建了品牌展示与资源对接的高端平台。参展期间，普洱文化企业积极参与系列交流活动，收获丰硕合作成果。

5月23日上午，普洱茶马文化发展有限公司在云南省文化产业招商推介会上与北京飞天云动科技有限公司现场签订框架合作协议，双方将携手推动茶马古道文创产品的数字化、产业化升级，普洱市各参会企业与全国客商深入洽谈，拓展市场渠道。思茅零捌柒玖思茅区民族非遗馆成功入选本次文博会招商手册，同步参与园区考察与云南省文化产业项目推介会，为非遗市场化推广搭建了重要桥梁。

此次参展深圳文博会，是普洱推动边疆文化“走出去”、加强区域文化产业交流的重要举措。咖啡织锦、茶马古道文创等特色产品吸引了多家投资机构与渠道商的高度关注，有效提升了“普洱咖啡”“普洱织锦”“茶马古道文创”的全国品牌影响力。

下一步，普洱将以文博会为纽带，持续深挖民族文化、茶马文化、茶咖文化资源，推动文化创意、非遗传承与特色产业深度融合，培育壮大文化市场主体，以文化赋能经济社会高质量发展。

作 者丨鄢凡凯

编 辑丨陈武傲其

二 审丨陈思彤

终 审丨李毓珊

原标题：《以茶马古道为脉 以咖啡织锦为媒 普洱文化扬帆远航》

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"