Page 7 - YunnanTourismCultureTimes (95)

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FOCUS | 焦点

，
“云咖”
遇见“云咖”，
遇见

遇见“诗和远方”
遇见
“诗和远方”

Currently, in Yunnan, the coffee bean harvest is under- primary, secondary, and tertiary industries. Today, the vil-
way, taking place from November to March each year. lage boasts five high-end coffee plantations and has forged
Amidst the warmth of winter sun, the coffee fields covering partnerships with eleven coffee enterprises. Drawing in over
nearly 700 hectares in Menglian Dai, Lahu, and Wa Autono- 100,000 annual tourists, Xinzhai has truly emerged as a
mous County of Pu’er City are buzzing with activity as cof- thriving hub for coffee enthusiasts.
fee farmers diligently hand-pick the fully ripened fiery red iNJOY SIX®, the renowned local coffee chain brand in
coffee beans. Jin Tao, 42, was meticulously collecting coffee Pu’er, unveiled an exciting new product during the New
beans using a bamboo basket, alongside his family. Year’s Day holiday. This innovative creation, blending the
A few hundred meters away, the reverberating sound of best of American coffee with the smoothness of a latte,
machines in Jin Tao’s coffee processing factory resonates quickly garnered widespread acclaim from consumers upon
in the air. At the factory, the outer skins of the freshly har- its market debut. Wang Na, the regional manager of iNJOY
vested coffee beans will be removed. This year, through the SIX®, believes that in order to distinguish itself from other
establishment of a cooperative, the adoption of standardized coffee brands, a coffee brand must not only deliver excellent
coffee cultivation practices, and the enhancement of coffee Yunnan coffee quality and delightful taste but also continuously innovate
processing quality, Jin Tao’s coffee sales surpassed 14 mil- captivating the world and adapt its product development based on market demand.
lion yuan. Based on the latest report from JD Mall, the sales of
“The demand for our coffee beans this year is so high Yunnan coffee experienced a remarkable growth of over
that we have a waiting list stretching several months,” said “云咖”采摘，香溢世界 50 percent, while the number of Yunnan coffee buyers in-
Cai Mingyue, the manager of No. 1 Cafe in Xinzhai Village, creased by more than 60 percent. These statistics reflect the
Lujiang Town, Baoshan City. Thanks to the extension of 5G growing affection of consumers towards Yunnan coffee.
signal to the alpine coffee fields in the village, the villagers Xinzhai has earned the title of “China’s largest coffee Small-grain coffee beans have emerged as another iconic
have embraced digital cultivation methods to enhance the village”. In recent years, leveraging the geographical indi- product from the region. Notably, both domestic and inter-
quality of their coffee beans. cation brand of “Baoshan small-grain coffee”, the village national coffee brands such as Starbucks and Manner have
has transitioned into the production of high-quality coffee, been incorporating an increasing amount of Yunnan coffee
fostering the integrated development of coffee across its in their offerings.