云新闻创意海报丨云南咖啡“双面绣”Cloud News Creative Poster - Yunnan Coffee "Double sided Embroidery"

没有“向下”的扎实品质，再好的营销也只是泡沫；

没有“向上”的品牌溢价，再好的豆子也只能沦为廉价的原料。

云南咖啡的独特性正在于，它既有北纬15°-23°的黄金种植带优势，又有中国庞大消费市场和文化自信的支撑。

就像“双面绣”，一针一线，扎实属于中国的咖啡故事。

向上生花：云咖破圈的生命力

近年来，云南咖啡这幅”双面绣”中的文化自信愈发生出华彩：

2026年第二届云南瑰宝咖啡生豆大赛中，3支云南咖啡生豆首次在国际评审中突破90分（卓越级），临沧“水洗巴天”拍出每公斤1.315万元历史高价；

云南咖啡豆在这届大赛中进入卓越级评分。

自2023年产季起，云南咖啡生豆交易价首次持续超过美国纽约期货价，掌握本土定价主动权；

出口量大幅攀升，2024年出口3.25万吨（同比增358%），2025年出口至荷兰、德国、美国等43个国家和地区，货值达8.6亿元，从“90%出口原料”转为“90%内销精品”；

培育出辛鹿、四只猫等本土头部品牌，吸引瑞幸、星巴克、库迪等巨头深度布局产区；

建成近60家精品咖啡庄园，形成“咖啡+旅游+研学”融合业态；

云南小粒咖啡入选外交部外事礼品库，成为国家“外交名片”……

云南咖啡用一个个占据庞大消费市场的数据和一次次文化输出，不断让世人看到其“向上生花”的美丽图景。

无论云南城乡山野，咖啡已然在升腾的烟火间融成日常的时尚。透过云南日报-云新闻近期策划的“云咖，这样被看见”系列，我们看到了大理古城咖啡香里的慢时光、普洱以千年梯田为幕的咖啡品鉴会、和顺百年老宅里有咖啡相伴的老故事，以及腾冲休眠火山上最“燥”咖啡的年轻表达……云南的咖啡正跳出单一饮品的固有边界，催生出万千崭新的消费图景。

“咖啡指数”超标的云南咖啡消费场景。

向下扎根：云咖产业的压舱石

向上生花，是为了让红土地里的坚守被世界看见，而真正让云南咖啡能够站上国际舞台的，是云南咖啡向下扎根的扎实品质，这才是这幅“双面绣”的底色。

7月16日求是网发表一篇理论文章《埋头是功夫，抬头见智慧》，当中提到云南临沧咖啡是这样评价的：云南临沧咖啡曾陷于“什么都种”的低价走量模式，农民一度不赚钱甚至倒贴钱。之后，越来越多庄园放弃单纯追求产量，开始收束产品线，优先保证品种风味基底，向“精品化、品牌化”转型。近5年，临沧咖啡已在国际赛场上斩获8项冠军，逐渐实现从“论吨卖原料”到“论克卖精品”的蝶变。深耕之道，既要会“守”，更要敢“破”。

扎实的品质才是云南咖啡向上生花的无源之水。

得益于北纬21°29′至29°15′之间，与哥伦比亚、埃塞俄比亚同处全球咖啡种植的黄金区域，低纬度高海拔的昼夜温差与富微元素的红壤等近乎完美的自然条件，近年来，云南咖啡学会向下扎根：科研力量为云咖装入“中国芯”，“云咖1号”“云咖2号”等自主选育品种杯测分数突破86分，精品率从2021年的不足8%提升至2024年的31.6%，部分产区如保山甚至高达75%，2025年云南咖啡农业产值达86.6亿元，同比增长近八成。这场向下扎根，引领云南咖啡进入了质变时刻。

南博会上的咖啡产业馆非常热闹。

“向下”稳种植、育良种、精加工

是产业的压舱石

“向上”做场景、塑品牌、融文旅

是市场的助推器

二者一动一静

互为云南咖啡这幅“双面绣”的经纬

当向上生花的生命力与向下扎根的定力相遇

这杯云咖的醇厚

才刚刚开始散发

云南日报-云新闻 出品

美编：刘韬

撰文：陈洁

资料：云南发布、云南网、云新闻客户端等

审核：赵婷婷

Without "downward" solid quality, no matter how good the marketing is, it is just a foam;

Without an "upward" brand premium, even the best beans can only become cheap raw materials.

The uniqueness of Yunnan coffee lies in its advantage in the golden planting belt of 15 ° -23 ° north latitude, as well as the support of China's huge consumer market and cultural confidence.

Like 'double-sided embroidery', every stitch and thread is a solid coffee story belonging to China.

Rising Flowers: The Vitality of Cloud Coffee Breaking through Circles

In recent years, the cultural confidence in the "double-sided embroidery" of Yunnan coffee has become increasingly brilliant:

In the second Yunnan Treasure Coffee Green Bean Competition in 2026, three Yunnan coffee green beans broke 90 points for the first time in international judging (surpassing the level), and the Lincang "Washed Batian" sold for a historical high price of 13150 yuan per kilogram;

Yunnan coffee beans have achieved an excellent rating in this competition.

Starting from the 2023 season, the trading price of Yunnan coffee beans will continue to exceed the New York futures price for the first time, taking the initiative in local pricing;

The export volume has significantly increased, with 32500 tons exported in 2024 (a year-on-year increase of 358%). By 2025, it will be exported to 43 countries and regions including the Netherlands, Germany, and the United States, with a value of 860 million yuan, shifting from "90% export raw materials" to "90% domestic high-quality products";

Cultivate local top brands such as Xinlu and Four Cats, and attract giants such as Luckin Coffee, Starbucks, and Kudi to deeply layout production areas;

Build nearly 60 boutique coffee estates, forming an integrated business model of "coffee+tourism+study";

Yunnan small grain coffee has been selected for the Ministry of Foreign Affairs' Foreign Affairs Gift Library, becoming a national "diplomatic card"

Yunnan coffee, with its vast consumer market data and cultural exports, constantly showcases its beautiful scene of "upward growth" to the world.

Regardless of the mountains and countryside in Yunnan, coffee has already become a daily fashion amidst the rising fireworks. Through the series of "Cloud Coffee, Seen Like This" recently planned by Yunnan Daily Cloud News, we can see the slow time in the coffee aroma of Dali Old City, the coffee tasting meeting in Pu'er under the curtain of thousand year terraces, the old story of coffee accompanied in Heshun's century old house, and the young expression of the most "dry" coffee on Tengchong's dormant volcano... Yunnan's coffee is jumping out of the inherent boundary of a single drink, giving birth to thousands of new consumption prospects.

The Yunnan coffee consumption scene where the coffee index exceeds the standard.

Rooting down: the cornerstone of the cloud coffee industry

Growing flowers upwards is to make the perseverance in the red soil visible to the world, and what truly allows Yunnan coffee to stand on the international stage is the solid quality of Yunnan coffee rooted downwards. This is the background color of this "double-sided embroidery".

On July 16th, Qiushi Network published a theoretical article titled "Burying oneself is kung fu, looking up reveals wisdom", which mentioned that Yunnan Lincang Coffee was evaluated as follows: Yunnan Lincang Coffee was once trapped in a low-priced and high-volume model of "planting everything", and farmers did not make money or even paid for it. Afterwards, more and more estates gave up solely pursuing production and began to tighten their product lines, prioritizing the guarantee of variety and flavor base, and transforming towards "refinement and branding". In the past 5 years, Lincang Coffee has won 8 championships on the international stage, gradually achieving a transformation from "selling raw materials by ton" to "selling premium products by weight". The way of deep cultivation requires not only the ability to 'guard', but also the courage to 'break'.

Solid quality is the source of Yunnan coffee's upward growth.

Thanks to the natural conditions between 21 ° 29 ′ and 29 ° 15 ′ north latitude, which are the golden regions for global coffee cultivation along with Colombia and Ethiopia, and the nearly perfect temperature difference between day and night at low latitudes and high altitudes, as well as the rich red soil with trace elements, the Yunnan Coffee Society has taken root in recent years: its scientific research strength has loaded "Chinese core" into Yunnan coffee, and the cup test scores of independently selected varieties such as "Yunka 1" and "Yunka 2" have exceeded 86 points. The premium rate has increased from less than 8% in 2021 to 31.6% in 2024, and some production areas such as Baoshan can even reach up to 75%. In 2025, the agricultural output value of Yunnan coffee will reach 8.66 billion yuan, a year-on-year increase of nearly 80%. This downward rooting has led Yunnan coffee into a moment of qualitative change.

The coffee industry caf é at the South China International Fair was very lively.

Stable planting, breeding of high-quality seeds, and precision processing in a downward direction

It is the ballast stone of the industry

Upward "creating scenarios, shaping brands, and integrating culture and tourism

It is a booster for the market

Both move and remain still

The latitude and longitude of the "double-sided embroidery" of Yunnan coffee

When the vitality of upward flowering meets the steadfastness of downward rooting

The richness of this cup of cloud coffee

Just started to emit

Yunnan Daily - Produced by Cloud News

Editor: Liu Tao

Author: Chen Jie

Materials: Yunnan Release, Yunnan Net, Cloud News Client, etc

Reviewed by: Zhao Tingting