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Developing China’s own coffee

做中国自己的咖啡

In Baoshan, Yunnan, driven by ingenuity and a dream of promoting
high-quality coffee, young entrepreneur Yang Zhu is helping pave the way
for the future of locally produced small-grain coffee.
As a young entrepreneur born after 1985, Yang Zhu has been dedicated
to promoting Baoshan’s small-grain coffee ever since he established his own
company, Zhongka, which means “Chinese coffee” in literal translation. With
over a decade of relentless efforts, the company has successfully built its
own comprehensive industry chain. Through collaboration with the Institute
of Tropical and Subtropical Cash Crops at Yunnan Academy of Agricultural
Sciences, Zhongka has cultivated “No.1 Yunnan Coffee”, China’s first-ever
small-grain coffee variety.
Sinloy, a brand owned of Zhongka, has been the top-selling coffee bean
brand on China’s leading e-commerce platforms Taobao and Tmall for five
Young entrepreneurs envision consecutive years. Yang Zhu’s journey in the realm of high-end Yunnan cof-
fee has effectively raised awareness among a larger audience, illuminating
the distinctive allure and value of Yunnan coffee.
opportunities in Yunnan coffee

青年企业家的“云咖”情缘 “Third generation coffee farmer”

exploring a new track

In recent years, the growing prominence of the “Yunnan coffee” brand has inspired a wave of “咖三代”探索新赛道
entrepreneurship among young individuals in the coffee industry. Yunnan coffee embodies more than
just taste and flavor; it tells extraordinary stories. Yang Hongjian comes from a lineage of coffee farmers, spanning
three generations. His grandfather and father were pioneers in large-scale
coffee cultivation in Pu’er. Growing up in this environment, Hongjian
developed a profound connection to coffee farming. In 2020, he made the
decision to leave his teaching job and return to his hometown, Dakaihe
Village, Simao District, Pu’er City. Here, he established the Wild Duck
Pond Manor, a unique destination that seamlessly combines coffee pro-
duction and tourism.
The rich coffee farming heritage and favorable environment of Dakai-
he Village have attracted a group of coffee experts who have significantly
contributed to enhancing the quality of coffee beans and promoting coffee
culture at the Wild Duck Pond Manor. Through the “coffee plus tourism”
approach, the manor has provided an opportunity for volunteer coffee
enthusiasts from across China to immerse themselves in the charms of
Pu’er. These volunteers gain a comprehensive understanding of the entire
coffee production process, from seed to cup, and find joy in the tranquil
rural lifestyle.

“New Yunnanese” Marty enriches

coffee experience with unique touch

“新云南人”马丁的咖啡情缘

Marty Pollack from Texas, United States, expressed his admiration for
both Pu’er and Yunnan coffee, saying, “Both have the potential to make a
global impact.” Reflecting on the evolution of Yunnan coffee, Marty empha-
sized the substantial improvement in its quality over the years.
After he arrived in China in 2005, Marty initially focused on midwest-
ern cities, learning the Chinese language and managing bakeries and cafes.
However, in 2014, Marty made a pivotal move to Pu’er in Yunnan province.
It was here that he established Torch Coffee Company a year later. Beyond
being a coffee shop dedicated to producing and processing exceptional lo-
cally-sourced coffee, the company also specializes in offering professional
coffee education programs such as the Sustainable Coffee Institute (SCI),
Specialty Coffee Association (SCA), and Coffee Quality Institute (CQI).
These initiatives aim to consistently enhance the quality of Yunnan coffee
and facilitate its commercialization.
Calling himself “New Yunnanese”, Marty aspires to generate greater value
for Yunnan coffee in the coming years. His ultimate goal is to showcase the ex-
ceptional quality of Yunnan coffee to consumers in the most direct way, ensuring
that every individual has the opportunity to savor the best Yunnan coffee.