咖啡香引“新村民” 云南孟连解锁乡村文旅“新密码” Coffee fragrance attracts' new villagers', Yunnan Menglian unlocks' new password 'for rural cultural tourism
中新网普洱9月9日电 题：咖啡香引“新村民” 云南孟连解锁乡村文旅“新密码”
作者 段银娇 罗姣
清晨，在鸟语花香中醒来；上午，咖啡香中处理工作；下午，走进村寨感受民族文化；夜晚，在咖啡环绕的民宿中入梦。来自上海的小姚以此状态，在云南省普洱市孟连傣族拉祜族佤族自治县芒掌村的咖啡庄园生活了近3个月。
孟连县位于中国西南部，与缅甸接壤，被称为“中国精品咖啡第一县”。今年，该县娜允镇以咖啡为媒，闯出一条“咖啡庄园+年轻化数字旅居”的特色之路，让乡村文旅成为吸引数字游民旅居、创业的“引力场”。
一杯咖啡改变的旅居模式
新的旅居模式，始于娜允镇“新村民”陈单奇与咖啡的不解之缘。2012年，他作为寻豆师跟随咖啡公益帮扶项目走进孟连，手把手向当地咖农传授种植、加工技术。2018年，乘着娜允镇“引才兴农”政策的东风，陈单奇扎根芒掌村，牵头成立咖啡专业合作社。
2024年以来，娜允镇不断探索咖啡产业及农文旅高度融合的发展思路，利用芒掌村的自然、文化优势，引入沪滇帮扶、乡村振兴、社会资本，建设农文旅三产融合、宜居宜业和美示范村建设项目，打造出集咖啡体验、生产加工、生活工作、创业孵化于一体的“芒芒村咖啡社区”。
旅居游客体验社区项目。芒芒村咖啡社区 供图
不久前，“芒芒村咖啡社区”在陈单奇的带领下，启动了为期100天的内测，一场跨越山海的“共创之约”就此开启。来自全国25个省份、56座城市的194名数字游民齐聚于此。他们从事设计师、程序员、自媒体人等63种不同职业，带着新思路、新创意、新视角为社区“把脉”，让这座藏在滇南的咖啡庄园焕发生机。
与传统旅居项目主打“慢节奏养老”不同，“芒芒村咖啡社区”瞄准追求“诗与远方”又不愿放弃事业的年轻群体。在这里，高速网络、共享办公区、露天泳池等“都市配置”一应俱全。同时，咖啡采摘、傣族织锦体验等特色活动，又能让年轻人沉浸式感受风土人情。
“乡村有田园风光，更有发展机遇。”陈单奇介绍，社区会为有意留下创业的数字游民提供政策解读、资源对接等“一站式”服务，让他们安心安家。
数字游民的“乡村安家记”
到村伊始，数字游民们会收到一张《社区体验卡》，跟着“老村民”逛庄园、学做傣家菜和村里人聚餐，完成“破冰”初体验。
在芒掌村旅居的游客正在听讲解，了解庄园。芒芒村咖啡社区 供图
为了让“新面孔”真正变成“自家人”，“芒芒村咖啡社区”设计一套暖心的融入路径：先是“沉浸式体验”，在咖啡香与傣家风情中熟悉环境；再是“深度式融入”，结交本地朋友，跟着社区组织的周主题活动走遍孟连，挖掘产业里的商机、民族文化中的非遗故事；最终走向“共创式扎根”，通过分享会碰撞想法，找到自己想在乡村深耕的事业。
来自陕西的设计师唐唐是参与者之一。“清晨伴着咖啡香做设计，午后跟着非遗代表性传承人学傣陶，傍晚和村民围坐火塘边煮茶聊天。这种‘工作+生活’的平衡，在大城市里想都不敢想。”内测活动结束后，她决定留下，成为芒掌村的“新村民”。
“咖啡旅居”照亮乡村振兴路
“以前守着咖啡林没盼头，现在家门口就能务工。”芒掌村村民岩依的话，道出当地农户的生活变迁。
近年来，芒掌村咖啡种植面积不断扩大，达到4200余亩，咖啡鲜果产量达3400吨，综合产值突破3000万元，全村有408户村民从事咖啡相关产业。
咖农在位于云南省孟连县的咖啡种植基地采摘咖啡。孟连县融媒体中心 供图
随着芒掌村转型成功，娜允镇“咖啡旅居”模式逐渐走向全县。在洪安村联斯达山泉咖啡庄园，“云海+咖啡”的独特景观吸引大批游客，“推窗见山、抬头望云”的民宿成了网红打卡点。“庄园旅馆平均一个月能开出80至90间房，咖啡体验区节假日一天接待量最高可达400人。”庄园主理人刘玥晴介绍。
从一杯咖啡到一种生活，孟连县娜允镇让“咖啡旅居”成为乡村振兴的“新名片”，吸引更多人走进这里、留在这里。
Pu'er, September 9th (Xinhua) -- Coffee fragrance attracts "new villagers", Menglian, Yunnan unlocks "new password" for rural cultural tourism
Author Duan Yinjiao and Luo Jiao
Waking up in the morning amidst the chirping of birds and the fragrance of flowers; In the morning, processing work amidst the aroma of coffee; In the afternoon, walk into the village to experience ethnic culture; At night, dreaming in a homestay surrounded by coffee. Xiao Yao from Shanghai lived in this state for nearly three months at a coffee plantation in Mangzhang Village, Menglian Dai, Lahu, and Va Autonomous County, Pu'er City, Yunnan Province.
Menglian County is located in southwestern China, bordering Myanmar, and is known as the "number one county for premium coffee in China". This year, Nayun Town in the county has pioneered a unique path of "coffee plantation+youthful digital travel" through coffee, making rural cultural tourism a "gravity field" that attracts digital nomads to travel and start businesses.
A cup of coffee changes the mode of travel
The new mode of travel began with the inseparable bond between Chen Danqi, a "new villager" in Nayun Town, and coffee. In 2012, as a bean seeker, he followed the coffee public welfare assistance project into Menglian and taught local coffee farmers planting and processing techniques hand in hand. In 2018, taking advantage of the "talent introduction and agricultural development" policy in Nayun Town, Chen Danqi rooted himself in Mangzhang Village and led the establishment of a coffee professional cooperative.
Since 2024, Nayun Town has continuously explored the development concept of highly integrating the coffee industry and agricultural, cultural, and tourism industries. Utilizing the natural and cultural advantages of Mangzhang Village, it has introduced Shanghai Yunnan assistance, rural revitalization, and social capital to build a demonstration village project for the integration of agriculture, culture, tourism, and the tertiary industry, livable, business friendly, and beautiful. It has created a "Mangmang Village Coffee Community" that integrates coffee experience, production and processing, life and work, and entrepreneurial incubation.
Tourist Experience Community Project. Map provided by Mangmang Village Coffee Community
Not long ago, under the leadership of Chen Danqi, the "Mangmang Village Coffee Community" launched a 100 day internal test, marking the beginning of a cross sea "co creation agreement". 194 digital nomads from 25 provinces and 56 cities across the country gathered here. They work in 63 different professions such as designers, programmers, and self media professionals, bringing new ideas, creativity, and perspectives to "pulse" the community and bring vitality to this coffee plantation hidden in southern Yunnan.
Unlike traditional travel projects that focus on "slow paced elderly care", "Mangmang Village Coffee Community" targets young people who pursue "poetry and distance" but are unwilling to give up their careers. Here, "urban amenities" such as high-speed internet, shared office areas, and outdoor swimming pools are readily available. At the same time, specialty activities such as coffee picking and Dai ethnic brocade weaving experience can also allow young people to immerse themselves in local customs and traditions.
The countryside has pastoral scenery and more development opportunities, "Chen Danqi said. The community will provide" one-stop "services such as policy interpretation and resource docking for digital nomads who intend to stay and start businesses, allowing them to settle down in peace.
The "Rural Settlement Record" of Digital Nomads
At the beginning of their arrival in the village, the digital nomads will receive a "Community Experience Card" and follow the "old villagers" to visit the estate, learn to make Dai cuisine, and have meals with the villagers, completing the "ice breaking" initial experience.
Tourists residing in Mangzhang Village are listening to explanations and learning about the estate. Map provided by Mangmang Village Coffee Community
In order to truly turn "new faces" into "family members", the "Mangmang Village Coffee Community" has designed a heartwarming integration path: first, an "immersive experience" to familiarize oneself with the environment in the aroma of coffee and Dai culture; Another aspect is' deep integration ', making local friends and following the weekly theme activities organized by the community to explore business opportunities in the industry and intangible cultural heritage stories in Menglian; Ultimately, we will move towards "co creation based rooting", collide ideas through sharing sessions, and find the career we want to deeply cultivate in the countryside.
Tang Tang, a designer from Shaanxi, was one of the participants. In the morning, accompanied by the aroma of coffee, she designs. In the afternoon, she learns Dai pottery with representative inheritors of intangible cultural heritage. In the evening, she sits around a fire pit with villagers, making tea and chatting. This kind of 'work life' balance is unimaginable in big cities. After the internal testing activity, she decided to stay and become a 'new villager' of Mangzhang Village.
Coffee Travel Illuminates the Road to Rural Revitalization
Previously, there was no hope of guarding the coffee forest, but now one can work at their doorstep, "said Yan Yi, a villager from Mangzhang Village, describing the changes in the lives of local farmers.
In recent years, the coffee planting area in Mangzhang Village has been continuously expanding, reaching more than 4200 acres, with a fresh coffee production of 3400 tons and a comprehensive output value exceeding 30 million yuan. There are 408 households in the village engaged in coffee related industries.
Coffee farmers pick coffee at a coffee plantation located in Menglian County, Yunnan Province. Photo provided by Menglian County Integrated Media Center
With the successful transformation of Mangzhang Village, the "Coffee Travel" model in Nayun Town is gradually expanding throughout the county. At the Liansida Mountain Spring Coffee Plantation in Hong'an Village, the unique landscape of "Cloud Sea+Coffee" attracts a large number of tourists, and the homestay of "pushing the window to see the mountain and looking up at the clouds" has become a popular check-in spot for internet celebrities. The estate hotel can open an average of 80 to 90 rooms per month, and the coffee experience area can accommodate up to 400 people per day during holidays, "said Liu Yueqing, the estate manager.
From a cup of coffee to a way of life, Nayun Town in Menglian County has made "coffee travel" a "new calling card" for rural revitalization, attracting more people to come here and stay.