一杯咖啡何以喝出“心跳的味道”？How can a cup of coffee taste like "the heartbeat"?
马年春节，位于福建省福州市连江县的古石崖壁咖啡走红。多位网友晒出的视频显示，在一处陡峭的崖壁上，不少顾客身上系着安全带，坐在几乎垂直于崖壁的“座位”上，周边的崖壁上还挂有“古石咖啡”字样的横幅，脚下就是大海。还有系着安全带的顾客，正小心翼翼踩着崖壁上的“脚踏板”，向“座位”处前进。（2月21日 极目新闻）
据“古石咖啡”工作人员介绍，崖壁上喝咖啡的座位高度大约有60米，顾客体验需要提前预约，且须在教练的辅助下走到崖壁。一杯咖啡售价398元，包括保险费、专业装备租用费、领队服务费等，顾客可以边喝咖啡，边欣赏风景。
据了解，“古石咖啡”于2024年10月1日起对外营业，已成为环马祖澳滨海旅游区网红打卡点，吸引了不少人前来挑战体验。有网友调侃，咖啡馆都“卷”到悬崖上了；也有网友感叹，一杯咖啡竟然可以喝出“心跳的味道”。
近年来，随着“文旅+咖啡”模式的蓬勃发展，全国各地涌现出一批将自然奇观与现代消费场景深度融合的“悬崖咖啡”馆。这些主打“心跳体验”的咖啡馆，或选址于山体悬崖，或悬挂于海边崖壁，或凌空于湖畔之上，以惊险刺激的地理环境为底色，巧妙融合咖啡文化与在地特色，打造出集探险、运动、观景、休闲于一体的沉浸式空间。
从公开报道看，这些“悬崖咖啡”均已成为网红地标。即使顾客因胆怯而不敢在悬崖边喝上一杯，仍可通过“到此一游”的仪式感为社交账号增添流量，形成“打卡—传播—引流”的良性循环，进而以“网红经济”反哺文旅产业。
例如，福州的“古石咖啡”开业一年多，便吸引超10万人次游客，带动了周边村民形成特色市集；贵阳清镇田湾村“悬崖咖啡”馆开业四个月，便售出超1.2万杯咖啡；重庆武隆荆竹村的“悬崖咖啡”，年销售额突破40万元。这些数据表明，“悬崖咖啡”已突破传统消费边界，成为乡村振兴的“流量引擎”与文旅创新范式。
“悬崖咖啡”走红，关键在于精准捕捉了消费者对“体验经济”的旺盛需求。“悬崖+咖啡”这种强烈反差，对追求新鲜、刺激的年轻群体来说，具有很大吸引力。在悬崖上，顾客喝的不仅是一杯饮品，更是一次云端之上的“心跳打卡”，让一些年轻人欲罢不能。
当然，“悬崖咖啡”喝的是“心跳”，而非“玩命”。商家在追求商业利益时，必须将消费者安全置于首位，通过加固安防体系、完善防护细节、制定全流程应急预案，打造“刺激与安全并存”的消费场景，让每一位顾客在消费悬崖咖啡时，既能品味“心跳”的快感，又能感受“安心”的守护。
只有这样，“悬崖咖啡”这份“云端上的生意”，才能真正从“走红”走向“长红”。而这对商家和监管部门来说，都是一道不容有失的必答题。
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□ Xu Linsheng
During the Spring Festival of the Year of the Horse, Gu Shi Ya Bi Coffee, located in Lianjiang County, Fuzhou City, Fujian Province, became popular. A video shared by multiple netizens shows that on a steep cliff, many customers are wearing seat belts and sitting on "seats" almost perpendicular to the cliff. There are also banners with the words "Ancient Stone Coffee" hanging on the surrounding cliffs, with the sea at their feet. There are also customers wearing seat belts, carefully stepping on the "foot pedal" on the cliff and moving towards the "seat". (February 21st Jimu News)
According to the staff of "Gushi Coffee", the height of the seats for drinking coffee on the cliff is about 60 meters. Customers need to make an appointment in advance and walk to the cliff with the assistance of a coach. A cup of coffee is priced at 398 yuan, including insurance, professional equipment rental fees, team leader service fees, etc. Customers can enjoy the scenery while drinking coffee.
It is reported that "Gushi Coffee" will be open to the public from October 1, 2024, and has become a popular check-in point in the coastal tourist area around Mazu Australia, attracting many people to come and challenge themselves. Some netizens joked that coffee shops have "rolled up" to the cliff; Some netizens also lamented that a cup of coffee can taste like a heartbeat.
In recent years, with the vigorous development of the "cultural tourism+coffee" model, a number of "cliff cafes" have emerged across the country that deeply integrate natural wonders with modern consumption scenarios. These coffee shops that focus on the "heartbeat experience" are either located on mountain cliffs, suspended on seaside cliffs, or soaring above the lake. With a thrilling and exciting geographical environment as the background, they cleverly integrate coffee culture with local characteristics, creating an immersive space that integrates exploration, sports, sightseeing, and leisure.
From public reports, these "cliff coffees" have become internet famous landmarks. Even if customers are too timid to have a drink at the edge of a cliff, they can still add traffic to their social media accounts through the ritual of "visiting here", forming a virtuous cycle of "check-in dissemination drainage", and then using the "internet celebrity economy" to back feed the cultural and tourism industry.
For example, the "Ancient Stone Coffee" in Fuzhou has attracted over 100000 tourists after just over a year of opening, driving the formation of a unique market among surrounding villagers; The Cliff Cafe in Tianwan Village, Qingzhen, Guiyang sold over 12000 cups of coffee within four months of its opening; The "Cliff Coffee" in Jingzhu Village, Wulong, Chongqing has an annual sales revenue of over 400000 yuan. These data indicate that "cliff coffee" has broken through traditional consumption boundaries and become a "traffic engine" and cultural tourism innovation paradigm for rural revitalization.
The key to the popularity of "Cliff Coffee" lies in its precise capture of consumers' strong demand for the "experience economy". The strong contrast of "cliff+coffee" has great appeal to young people who pursue freshness and excitement. On the cliff, customers are not only drinking a drink, but also a "heartbeat check-in" on the cloud, which makes some young people unable to stop.
Of course, "Cliff Coffee" drinks "heartbeat" rather than "risking one's life". When businesses pursue commercial interests, they must prioritize consumer safety. By strengthening security systems, improving protection details, and developing full process emergency plans, they can create a consumption scenario that combines excitement and safety, allowing every customer to enjoy the thrill of "heartbeat" and feel the protection of "peace of mind" when consuming Cliff Coffee.
Only in this way can "Cliff Coffee", a "business on the cloud", truly move from "popularity" to "long-lasting popularity". And for both merchants and regulatory authorities, this is an essential question that cannot be missed.
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