文旅IP搭桥，让一杯咖啡为乡村赋能Cultural and tourism IP bridging, empowering the countryside with a cup of coffee
近日，第二届丽江玉龙雪山咖啡活动周在云南省丽江市玉龙县白沙古镇启幕。活动以“一杯咖啡看雪山”为主题，为乡村咖啡种植农户与城市咖啡师搭建交流沟通平台，激发咖啡产业带农、助农、兴农的强劲动能。
咖啡师现场制作咖啡。受访者供图
自首届咖啡活动周举办以来，玉龙县持续深耕“一杯咖啡看雪山”文旅新IP，逐步构建起“三产带二产促一产”的咖啡全产业链发展格局。数据显示，当地咖啡消费提升10%至30%，年销售额突破4亿元，直接带动就业2300余人。目前，玉龙县已集聚400余家咖啡经营主体，仅白沙古镇就入驻130余家。2025年，全县全域接待游客2814.25万人次，实现旅游总花费210.38亿元，蓬勃发展的文旅产业持续释放溢出效应，为乡村发展赋能蓄力。
在活动周现场，来自普洱市思茅区古来旺咖啡农民专业合作社的主理人叶子备受关注。她身着玫红色傣族套裙，手持长嘴壶，专注地沿滤杯壁缓缓注水，整套冲煮动作行云流水。这一民族风情与现代咖啡文化相融相生的画面，吸引了国内外游客驻足观赏。“我种咖啡已经有20年了，从种植、烘焙、冲煮到售卖，全流程都是自己亲手完成的。”叶子一边娴熟操作，一边自豪地说，“在我们普洱市，每个咖啡庄园主都是全能型从业者，可以说，咖啡见证了我们的成长。”
叶子是古来旺咖啡农民专业合作社的法人代表，该合作社汇聚了21户咖啡种植农户，大家抱团发展、携手致富。“合作社统一收购咖啡鲜果，收购价格每公斤会比市场价高出一两元。”谈及当下咖啡产业的红火发展，叶子话语里流露出满足。
虽然如今合作社的咖啡生意蒸蒸日上，但也曾遭遇市场低谷。可即便在行情低迷时期，叶子也从未想过放弃。她始终坚信，“只要热爱、用心做，老天总会给你留一口饭吃。”正是在她的坚守与带动下，村里没有一户咖农放弃咖啡种植。叶子还笑着向记者分享了身边的真实变化：“我有一个朋友，跟我一起做精品咖啡，现在把小楼房都盖起来了。”
本次咖啡活动周，既为叶子这样的一线咖啡种植户提供了产品展示、对外推介的平台，也让城市咖啡师找到了联结土地、深耕产业的切入点。
本届活动周期间，幸也咖啡受邀入驻白沙古镇，参与品牌展示系列活动。谈及品牌助农举措，品牌总监张四喜介绍，每年咖啡产季，品牌团队都会深入普洱、保山等咖啡核心产区，走进当地咖啡庄园，为咖农送去伴手礼与咖啡器具，手把手指导咖农自主制作咖啡。
除此之外，团队成员还会深入田间地头，亲身参与咖啡豆采摘、筛选等基础工序。“这不仅能让团队成员真切体会到咖农劳作的艰辛，同时，用本地咖农种植的咖啡豆现场制作咖啡，也能进一步增强团队对自家产品的认可度与自信心。”张四喜说。
这些实在的助农举措，最终指向的是咖啡产业赋能乡村振兴的长远发展目标。“推动咖啡产业向高附加值方向升级，让产区群众和行业从业者获得稳定可观的收益，既契合国家乡村振兴发展政策，也能持续激发群众投身咖啡产业的积极性。”张四喜说。基于这一理念，幸也咖啡与各大咖啡庄园签订定向采购协议，根据市场需求指导咖农优化咖啡豆种植与处理工艺，帮助咖农规避盲目种植带来的价格波动风险，同时还向他们及时分享市场动态与产品需求信息，提升咖农市场适配能力，助力农户稳定增收。
在深耕生产端、助力咖农增收致富之外，该品牌还聚焦乡村非遗的保护与传承，将云南本土民族织锦耳机包、非遗香包、民族手机挂绳等非遗文创产品融入日常运营体系。“将非遗元素融入产品、转化为经济收益，既能避免传统非遗因缺乏经济支撑逐渐失传，也能带动非遗从业者增收，为乡村文化传承注入持久动力。”张四喜说。
在玉龙雪山脚下的白沙古镇里，一杯杯产自云南高山峡谷的咖啡，正承载着万千咖农家庭的生计与梦想，以温润从容的姿态走出大山、走向世界。
来源：农民日报
Recently, the second Lijiang Yulong Snow Mountain Coffee Week kicked off in Baisha Ancient Town, Yulong County, Lijiang City, Yunnan Province. The event is themed "Watching Snow Mountain with a Cup of Coffee", providing a communication platform for rural coffee farmers and urban baristas to exchange ideas and stimulate the strong momentum of the coffee industry in promoting, assisting, and revitalizing agriculture.
The barista makes coffee on site. Photo provided by the interviewee
Since the first Coffee Week was held, Yulong County has continued to cultivate a new cultural and tourism IP of "viewing snow capped mountains with a cup of coffee", gradually building a development pattern of the entire coffee industry chain of "promoting the primary industry with the tertiary industry". Data shows that local coffee consumption has increased by 10% to 30%, with annual sales exceeding 400 million yuan, directly driving employment for more than 2300 people. At present, Yulong County has gathered more than 400 coffee business entities, with over 130 settled in Baisha Ancient Town alone. By 2025, the county will receive 28.1425 million tourists and achieve a total tourism expenditure of 21.038 billion yuan. The thriving cultural and tourism industry will continue to release spillover effects and empower rural development.
At the event week, Ye Ye, the manager of the Gulaiwang Coffee Farmers' Professional Cooperative in Simao District, Pu'er City, received a lot of attention. She was wearing a rose red Dai ethnic dress, holding a long mouthed pot, and focused on slowly pouring water along the filter cup wall. The entire cooking process flowed smoothly. The fusion of ethnic customs and modern coffee culture has attracted domestic and foreign tourists to stop and admire. I have been growing coffee for 20 years, and I have personally completed the entire process from planting, roasting, brewing to selling. "Ye Ye proudly said while skillfully operating," In our city of Pu'er, every coffee plantation owner is a versatile practitioner. It can be said that coffee has witnessed our growth
Yezi is the legal representative of the Gulaiwang Coffee Farmers' Professional Cooperative, which brings together 21 coffee farmers to develop together and become prosperous. The cooperative will purchase fresh coffee fruits uniformly, and the purchase price per kilogram will be one or two yuan higher than the market price. "When talking about the current booming development of the coffee industry, Ye Ye's words express satisfaction.
Although the coffee business of the cooperative is thriving now, it has also encountered market downturns. Even in times of sluggish market conditions, Ye Ye never thought of giving up. She always believed that "as long as you love and do it with heart, God will always leave you a bite to eat." It is precisely under her persistence and guidance that not a single coffee farmer in the village has given up coffee cultivation. Ye Ye also smiled and shared the real changes around her with the reporter: "I have a friend who made specialty coffee with me, and now they have built all the small buildings
This coffee event week not only provided a platform for frontline coffee growers like Yezi to showcase their products and promote them to the outside world, but also allowed urban baristas to find an entry point to connect with the land and deeply cultivate the industry.
During this event week, Xingye Coffee was invited to settle in Baisha Ancient Town and participate in a series of brand display activities. When it comes to the brand's agricultural assistance measures, Brand Director Zhang Sixi introduced that every year during the coffee season, the brand team goes deep into the core coffee producing areas such as Pu'er and Baoshan, enters local coffee estates, and sends souvenirs and coffee utensils to coffee farmers, guiding them step by step to make their own coffee.
In addition, team members will also go deep into the fields and personally participate in basic processes such as coffee bean picking and screening. This not only allows team members to truly experience the hardships of coffee farmers' labor, but also enhances the team's recognition and confidence in their own products by using locally grown coffee beans to make coffee on site, "said Zhang Sixi.
These practical measures to assist agriculture ultimately point to the long-term development goal of empowering rural revitalization with the coffee industry. Promoting the upgrading of the coffee industry towards high added value, allowing the people in production areas and industry practitioners to obtain stable and considerable benefits, is not only in line with the national policy of rural revitalization and development, but also can continue to stimulate the enthusiasm of the people to participate in the coffee industry, "said Zhang Sixi. Based on this concept, Xingye Coffee has signed targeted procurement agreements with major coffee plantations, guiding coffee farmers to optimize coffee bean planting and processing technology according to market demand, helping coffee farmers avoid price fluctuations caused by blind planting, and also sharing market dynamics and product demand information with them in a timely manner, enhancing coffee farmers' market adaptability and helping farmers to steadily increase income.
In addition to deepening production and helping coffee farmers increase their income and become prosperous, the brand also focuses on the protection and inheritance of rural intangible cultural heritage, integrating Yunnan's local ethnic brocade headphone bags, non heritage incense bags, ethnic mobile phone hanging ropes and other non heritage cultural and creative products into the daily operation system. Integrating intangible cultural heritage elements into products and transforming them into economic benefits can not only avoid the gradual loss of traditional intangible cultural heritage due to lack of economic support, but also drive the income of intangible cultural heritage practitioners and inject lasting momentum into rural cultural inheritance, "said Zhang Sixi.
In the ancient town of Baisha at the foot of Yulong Snow Mountain, cups of coffee produced in Yunnan's high mountain valleys are carrying the livelihoods and dreams of thousands of coffee farmers' families, walking out of the mountains and into the world with a warm and calm posture.
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Source: Farmers' Daily