与古相融，“村咖”不再只是咖啡：一杯咖香与三千年古村共生故事Integrating with the past, 'village coffee' is no longer just coffee: a cup of coffee fragrance coexists with a 3000 year old village story

在菏泽成武县，驱车沿518国道出城8公里，一座有着3000多年历史的古村——郜鼎古村便映入眼帘。村口老桥静卧，鲁西南特色的夯土老屋错落有致。然而，走进巷弄，扑面而来的不仅是历史的烟火气，还有一阵阵醇厚的咖啡香。

这间名为“郜鼎咖啡”的小店，日均销售饮品300余杯，节假日峰值超400单。其主理人、00后返乡创业青年李若诗，用一杯咖啡打破了“咖啡是城市专属潮流”的刻板印象，更在千年古村与县域消费新业态之间，蹚出了一条可持续的共生之路。

一杯咖啡的“古村底气”

走进郜鼎咖啡屋，老房子的夯土墙、木房梁被原样保留，简约的咖啡吧台与古风陈设相映成趣。这里没有照搬城市咖啡馆的商务风，而是复刻了“古今融合”的独特场景。

“很多人说农村没人喝咖啡，但我觉得乡村不缺潜力，缺的是贴合年轻人的新潮业态。”李若诗告诉记者。她曾长期在外从事咖啡行业，被郜鼎古村深厚的历史底蕴和扎实的创业扶持政策打动，毅然选择返乡。

“村咖”能扎根，政策是定心丸。依托郜鼎乡村振兴示范片区推出的“乡村振兴合伙人”机制，李若诗享受了商铺租金减免等实实在在的利好。一年便宜7000元的房租，对于起步阶段的小店而言，是撬动梦想的第一块基石。

“刚开业时，村里大爷大妈说这‘洋玩意儿苦了吧唧的’，会有人买吗？”李若诗笑着说，“现在不少叔叔阿姨成了常客，没事就来买杯拿铁，坐在院子里晒太阳。”如今，这间小店不仅吸引了县城和周边乡镇的年轻人专程打卡，更成了本村乡亲的歇脚地。

不仅是买卖：从“网红流量”到“长效留量”

许多乡村新业态开局热闹，但热度消退后难以为继。郜鼎咖啡面临的同样是这个问题。李若诗坦言，开业初期的客流高峰并不意外，真正考验的是热度过后，有没有东西能把人留住。在这一点上，她和郜鼎乡村振兴示范片区的整体规划，恰好踩在了同一个节奏上。郜鼎咖啡不仅是消费新场景，更是盘活乡村闲置资源、串联全产业链的“流量入口”。

郜鼎古村背后，是成武县高标准打造的郜鼎乡村振兴示范片区。片区打破行政村边界，将22平方公里的古民居、非遗工坊、现代农业园串珠成链。李若诗的咖啡店，正是这条链条上的关键一环。

“片区原有的节庆活动为咖啡馆引来客源；咖啡馆火了，也为片区带来人气。”李若诗说，这是一种“互相成就”。循着咖啡香而来的游客，逛古村、看非遗黑陶与剪纸、品农家饭，带动了周边农家乐和农特产品销售。据统计，郜鼎片区今年已累计接待游客30余万人次，10个村的集体经济收入预计全部突破20万元。

郜鼎咖啡没有陷入“打卡依赖”，其核心变现逻辑并非单纯卖咖啡，而是与在地产业深度融合。正如业内分析指出，村咖的生命力在于与当地资源互补共生，而非将城市模式生搬硬套。在这里，咖啡是媒介，后端连接的是非遗体验、民宿业态和农产品展销，形成了一个“文旅+业态+民生”的良性闭环。

乡土IP的共生逻辑

郜鼎咖啡的持久热度，源于其对本土IP的深度绑定。与那些靠“滤镜溢价”的网红店不同，这里处处透着“郜鼎烙印”。店里陈列着“郜鼎”文创和老物件，让顾客在品咖的同时触摸西周古国文脉。

这种“村咖+本土文化”的模式，有效规避了产品同质化陷阱。有观察指出，浅层发展模式导致超六成村咖经营艰难，根源在于重造景、轻产品、缺乡土内核。而郜鼎咖啡反其道而行，将3000年历史视为不可复制的品牌护城河。

“以前觉得乡村振兴离自己很远，真干起来才发现，每个人都能出份力。”李若诗感慨。如今，她正计划联动青年创业者拓展甜品、文创等配套业态，让“单点游”升级为“片区游”。

在郜鼎古村，这杯咖啡早已超越了饮品的范畴。它既是展示乡村风貌的窗口，也是吸引青年回流、实现多方共赢的支点。这不是一阵风的网红生意，而是一场有历史底蕴托底、有政策机制支撑、有产业逻辑闭环的乡村消费新实践。

（大众新闻记者 赵念东）

In Chengwu County, Heze, driving along National Highway 518 for 8 kilometers out of the city, a village with a history of over 3000 years - Gaoding Ancient Village - comes into view. The old bridge at the entrance of the village lies quietly, and the rammed earth old houses with the characteristics of southwestern Shandong are arranged in a staggered manner. However, as you enter the alley, you are not only greeted by the smoke and fire of history, but also by waves of rich coffee aroma.

This small shop called "Gao Ding Coffee" sells more than 300 cups of beverages per day, with a peak of over 400 orders during holidays. Li Ruoshi, a young entrepreneur who returned home after the 2000s, broke the stereotype that "coffee is the exclusive trend of the city" with a cup of coffee, and paved a sustainable path of coexistence between a millennium old village and a new consumption model in the county.

The confidence of an ancient village with a cup of coffee

Entering the Gao Ding Coffee House, the rammed earth walls and wooden beams of the old house have been preserved in their original state, and the simple coffee bar counter complements the antique decor. Here, we do not simply copy the business style of urban cafes, but instead replicate the unique scene of 'ancient and modern fusion'.

Many people say that no one drinks coffee in rural areas, but I think rural areas do not lack potential, what they lack is trendy formats that cater to young people, "Li Ruoshi told reporters. She had been engaged in the coffee industry outside for a long time, and was moved by the profound historical background and solid entrepreneurial support policies of Gaoding Ancient Village, so she resolutely chose to return home.

Village cafes can take root, and policies are a reassurance pill. Relying on the "Rural Revitalization Partner" mechanism launched by the Gaoding Rural Revitalization Demonstration Zone, Li Ruoshi has enjoyed tangible benefits such as reduced rent for commercial properties. A rent that is 7000 yuan cheaper per year is the first cornerstone for a small shop in its early stages, which is the key to unlocking its dreams.

When it first opened, the elders and aunties in the village said, 'This foreign thing is so bitter.' Will anyone buy it? 'Li Ruoshi smiled and said,' Nowadays, many uncles and aunties have become regulars, coming to buy a latte and sitting in the yard to bask in the sun when they have nothing to do. 'Nowadays, this small shop not only attracts young people from the county and surrounding towns to check in, but also becomes a resting place for the villagers.

Not just buying and selling: from "internet celebrity traffic" to "long-term retention"

Many new business models in rural areas have started lively, but their popularity has faded and they are difficult to sustain. Gaoding Coffee is facing the same problem. Li Ruoshi candidly stated that the peak passenger flow during the initial opening period was not surprising, but what truly tested was whether there was anything that could retain people after the heat had passed. At this point, she and the overall planning of the Gaoding Rural Revitalization Demonstration Area happen to be at the same pace. Gaoding Coffee is not only a new consumption scenario, but also a "traffic entrance" that revitalizes idle rural resources and connects the entire industry chain.

Behind Gaoding Ancient Village is the Gaoding Rural Revitalization Demonstration Area, which was built to high standards in Chengwu County. The area breaks the boundaries of administrative villages and connects 22 square kilometers of ancient dwellings, intangible cultural heritage workshops, and modern agricultural parks into a chain. Li Ruoshi's coffee shop is a crucial link in this chain.

The original festival activities in the area attract customers to the coffee shops; the popularity of the coffee shops also brings popularity to the area, "said Li Ruoshi. This is a kind of" mutual achievement ". Tourists who follow the aroma of coffee, visit ancient villages, see intangible cultural heritage black pottery, Paper Cuttings, and taste farmhouse food, driving the sales of farm furniture and agricultural products around. According to statistics, the Gaoding area has received over 300000 tourists this year, and the collective economic income of all 10 villages is expected to exceed 200000 yuan.

Gaoding Coffee has not fallen into "clock in dependence", and its core monetization logic is not simply selling coffee, but deeply integrating with the local industry. As industry analysis points out, the vitality of village cafes lies in complementing and coexisting with local resources, rather than blindly applying urban models. Here, coffee is the medium, and the backend connects intangible cultural heritage experiences, homestay formats, and agricultural product exhibitions, forming a virtuous loop of "culture and tourism+formats+people's livelihood".

The symbiotic logic of local IP

The enduring popularity of Gaoding Coffee stems from its deep binding to local IP. Unlike those internet celebrity stores that rely on "filter premiums", this place is permeated with the "Gao Ding imprint" everywhere. The store displays "Gao Ding" cultural and creative items as well as old objects, allowing customers to experience the cultural heritage of the ancient Western Zhou Dynasty while enjoying the coffee.

This "village coffee+local culture" model effectively avoids the trap of product homogenization. Observations have pointed out that the shallow development model has led to difficulties in the operation of over 60% of village cafes, which is rooted in the emphasis on landscape creation, the neglect of products, and the lack of local core. However, Gaoding Coffee takes the opposite approach, viewing its 3000 year history as an irreplaceable brand moat.

I used to think that rural revitalization was far away from me, but when I really started working, I realized that everyone can contribute, "Li Ruoshi sighed. Now, she is planning to collaborate with young entrepreneurs to expand supporting businesses such as desserts and cultural and creative industries, upgrading "single point tourism" to "regional tourism".

In Gaoding Ancient Village, this cup of coffee has already surpassed the realm of beverages. It is not only a window to showcase the rural landscape, but also a pivot to attract young people to return and achieve win-win outcomes for all parties. This is not a gust of internet celebrity business, but a new practice of rural consumption with historical background, policy mechanism support, and industrial logic closed loop.

(Zhao Niandong, a journalist from Popular News)