云南省文史研究馆专家走进云报集团 共话“世界咖啡 中国表达”Experts from Yunnan Provincial Institute of Culture and History visited Yunbao Group to discuss' World Coffee China Expression '
8月14日，云报集团云南咖啡文化中心文化咨询建议暨云南文史大讲堂“五进”活动在云报传媒广场举行。活动围绕“云南咖啡还是代表着中国的”主题，邀请文史专家与咖啡产业代表，深入探讨云南咖啡的文化价值、品牌塑造与区域特色，共话“世界咖啡 中国表达”。
咖啡主题交流会现场。段孝钊摄
活动分为咖啡主题文化交流会与专题讲座《三迤文脉连华夏 千秋史迹证一体》两条主线展开。
专题讲座《三迤文脉连华夏 千秋史迹证一体》现场。徐永进摄
咖啡主题交流会上，大家围绕“云南咖啡还是代表着中国的”所蕴含的文化价值与品牌塑造，结合云南咖啡的产区特色、风味多样性及产业升级路径展开讨论，并进行“有一种叫云南的生活”咖啡品鉴体验。
即将启幕的云南咖啡文化中心。刘阳明摄
“咖啡文化应当分为生活饮品、文明交往、艺术表达、哲学思辨四层，咖啡本身苦甘交织，经烘焙淬炼方能释放醇厚风味，人们在品鉴咖啡的过程中，亦是与自我内心对话的过程。”在云南大学教授、云南省文史研究馆馆员林超民看来，云南坐拥咖啡种植、加工到终端销售的完整全产业链，得天独厚的产业基础让即将启幕的云南咖啡文化中心具备优势，可打造为汇聚滇西、滇南各产区特色咖啡风味的核心枢纽。
林超民认为，一杯云南咖啡，还承载着双向使命：对外，以咖啡为文化纽带搭建沟通桥梁，拉近云南与世界的距离；对内，依托咖啡产业发展带动多民族文化互通，助推各民族交往交流交融。由此，咖啡早已不止是一款香醇饮品，更是融通内外、和合共生的独特文明载体。
即将启幕的云南咖啡文化中心。张成摄
“云南咖啡承载着代表中国的厚望，媒体不应只做内容的生产者，更要转型为文化空间的运营商。”云南民族大学原校长、云南省文史研究馆馆员那金华认为，可打造具有突破性的包含文化、内容、活动、空间、人物、历史、平台、价值及标识在内的“九大坐标”运营构想，把中华民族文化元素、云南特有民族文化特点深度植入咖啡品牌标识体系，结合已发布的滇金丝猴与咖啡豆融合的官方标识，构建独一无二的文化辨识度和中国的民族饮食记忆。
咖啡冲泡。张成摄
保山比顿咖啡有限公司总经理方明峰表示，云南咖啡承载着中国文化“走出去”的使命，其意义不仅在于饮品或空间设计本身，更在于通过机制创新与文化内核的深度融合，实现价值的真正落地。与会专家们进一步提出了中式咖啡的具体实践路径，例如借助中国书法、绘画等传统艺术形式来诠释咖啡文化。这是关乎中国文化如何以咖啡为媒介进行国际表达的重要命题，需多方携手，协同推进。
书画名家创作咖啡文化主题长卷《春满怒江坝》。徐永进摄
交流结束后，云南艺术学院教授张志平、云南省文联一级美术师杨鹏、云南画院一级美术师杨正国、云南画院一级美术师肖凡四位书画名家现场泼墨挥毫，以中国传统山水画形式创作咖啡文化主题长卷《春满怒江坝》。作品采用散点透视，展现千里江山之势，在写意大框架下融入云南咖啡种植区的地域特色，实现艺术形式与咖啡文化内容的有机统一。
据悉，云南咖啡文化中心即将启幕。该中心由云南日报报业集团联合云南农业大学、云南网、保山比顿咖啡有限公司等单位共同发起成立，致力于打造集云南咖啡产业品牌建设与孵化、文化传播与推广、消费场景打造、云品出滇出海、商贸促进于一体的“云南咖啡文化枢纽与消费促进平台”。
云南咖啡特调。张成摄
中心将整合政府、企业、学界、媒体、渠道等多方资源，以“世界咖啡·中国表达”为核心，通过文化赋能、消费引领、商贸促进、市场拓展，打通产销对接渠道，做强云咖消费品牌，助力云南咖啡更好地走向全国、走向世界。
此次活动是云南省文史研究馆进机关、进学校、进企业、进社区、进基层系列活动的又一实践。文史专家深入一线，为云南咖啡文化中心的文化建设、品牌塑造提供智力支持，以文史之力赋能产业发展，用优秀文化讲好云咖故事。
当天，云南省文史研究馆专家一行参观了云南日报社史馆和云报全媒体中心。
云南网记者 张琦敏 王小羽 赵岗 杨苑 周鑫 实习生 饶哲轩
On August 14th, the Yunnan Coffee Culture Center of Yunbao Group held a cultural consultation and suggestion event, as well as the "Five Entries" event of Yunnan Cultural and Historical Lecture Hall, at Yunbao Media Square. The event revolves around the theme of "Yunnan coffee still represents China", inviting cultural and historical experts and representatives of the coffee industry to deeply explore the cultural value, brand building, and regional characteristics of Yunnan coffee, and discuss the "expression of world coffee in China".
On site coffee themed exchange meeting. Photo by Duan Xiaozhao
The event is divided into two main themes: a coffee themed cultural exchange meeting and a special lecture titled "The Integration of Three Yi Cultural Relics and the Evidence of Chinese Historical Sites for Thousands of Years".
On site special lecture on "The Integration of Three Yi Cultural Heritage Lines and the Evidence of Chinese Historical Sites for Thousands of Years". Photo by Xu Yongjin
At the coffee themed exchange meeting, everyone discussed the cultural values and brand building contained in "Yunnan coffee still represents China", combined with the production area characteristics, flavor diversity, and industrial upgrading path of Yunnan coffee, and conducted a coffee tasting experience of "a life called Yunnan".
The Yunnan Coffee Culture Center, which is about to open. Photo by Liu Yangming
Coffee culture should be divided into four layers: daily beverages, civilized communication, artistic expression, and philosophical speculation. Coffee itself is a mixture of bitterness and sweetness, and only through roasting and tempering can it release a rich flavor. In the process of tasting coffee, people are also a process of dialogue with their own hearts. "In the view of Lin Chaomin, a professor at Yunnan University and a member of Yunnan Provincial Institute of Culture and History, Yunnan has a complete industry chain from coffee planting, processing to terminal sales. The unique industrial foundation gives the Yunnan Coffee Culture Center, which is about to open, an advantage and can be built into a core hub for gathering characteristic coffee flavors from various production areas in western and southern Yunnan.
Lin Chaomin believes that a cup of Yunnan coffee also carries a two-way mission: to build a communication bridge with coffee as a cultural bond and bring Yunnan closer to the world; Internally, relying on the development of the coffee industry to drive cultural exchange among multiple ethnic groups and promote communication, exchange, and integration among different ethnic groups. As a result, coffee is no longer just a fragrant and mellow beverage, but also a unique carrier of civilization that integrates internal and external factors and promotes harmonious coexistence.
The Yunnan Coffee Culture Center, which is about to open. Photo by Zhang Cheng
Yunnan coffee carries high expectations representing China, and the media should not only be producers of content, but also transform into operators of cultural spaces. Na Jinhua, former president of Yunnan University for Nationalities and curator of Yunnan Provincial Museum of Culture and History, believes that a groundbreaking "nine coordinate" operation concept that includes culture, content, activities, space, people, history, platform, value, and identity can be created. Chinese cultural elements and unique ethnic cultural characteristics of Yunnan can be deeply integrated into the coffee brand identity system, combined with the official logo of the fusion of Yunnan golden monkeys and coffee beans that has been released, to build a unique cultural identity and national food memory of China.
Brewing coffee. Photo by Zhang Cheng
Fang Mingfeng, General Manager of Baoshan Bidun Coffee Co., Ltd., stated that Yunnan coffee carries the mission of "going global" with Chinese culture. Its significance lies not only in the design of the beverage or space itself, but also in the deep integration of mechanism innovation and cultural core to achieve the true implementation of value. The attending experts further proposed specific practical paths for Chinese coffee, such as interpreting coffee culture through traditional art forms such as Chinese calligraphy and painting. This is an important topic related to how Chinese culture can be expressed internationally through coffee as a medium, which requires multi-party cooperation and collaborative promotion.
Famous calligraphers and painters have created a long scroll on the theme of coffee culture, titled 'Spring Full of Nujiang Dam'. Photo by Xu Yongjin
After the exchange, four famous calligraphers and painters, including Professor Zhang Zhiping from Yunnan Academy of Arts, Yang Peng, a first-class artist from Yunnan Provincial Federation of Literary and Art Circles, Yang Zhengguo, a first-class artist from Yunnan Academy of Painting, and Xiao Fan, a first-class artist from Yunnan Academy of Painting, splashed ink and brush their heads on site to create a long scroll of coffee culture in the form of traditional Chinese landscape painting titled "Spring over the Nu River Dam". The work adopts scattered perspective to showcase the power of thousands of miles of mountains and rivers, integrating the regional characteristics of Yunnan coffee planting areas within the framework of freehand brushwork, achieving an organic unity of artistic form and coffee culture content.
It is reported that the Yunnan Coffee Culture Center is about to open. The center was jointly initiated and established by Yunnan Daily Press Group, Yunnan Agricultural University, Yunnan Net, Baoshan Bidun Coffee Co., Ltd., and other units. It is committed to building a "Yunnan Coffee Culture Hub and Consumption Promotion Platform" that integrates Yunnan coffee industry brand construction and incubation, cultural dissemination and promotion, consumer scene creation, cloud product export to Yunnan and overseas, and commercial promotion.
Yunnan coffee specialty. Photo by Zhang Cheng
The center will integrate various resources such as government, enterprises, academia, media, and channels, with "World Coffee · China Expression" as the core. Through cultural empowerment, consumption leadership, business promotion, and market expansion, it will connect production and sales channels, strengthen the cloud coffee consumer brand, and help Yunnan coffee better go national and global.
This event is another practice of the Yunnan Provincial Institute of Culture and History's series of activities to enter government agencies, schools, enterprises, communities, and grassroots levels. Cultural and historical experts go deep into the front line to provide intellectual support for the cultural construction and brand building of Yunnan Coffee Culture Center, empowering industrial development with the power of culture and history, and telling the story of Yunnan Coffee well with excellent culture.
On that day, a delegation of experts from Yunnan Provincial Institute of Culture and History visited the Yunnan Daily History Museum and the Yunbao All Media Center.
Yunnan Net reporter Zhang Qimin, Wang Xiaoyu, Zhao Gang, Yang Yuan, Zhou Xin, intern Rao Zhexuan
Editor: Du Shiyu