On the afternoon of March 19, Xi Jinping came to the ancient city of Lijiang, Yunnan, and walked along the stone road while watching. Local residents and tourists along the way greeted the General Secretary enthusiastically: "Can you invite you to have a cup of coffee?" Xi Jinping stopped from time to time and had a cordial exchange with everyone: "Yunnan coffee still represents China, and it is also popular abroad now."

Red coffee fruits. Photo by People's Daily reporter Hu Zunhui

Why can Yunnan coffee represent China?

First of all, the planting area and output are in an absolute advantage in the country.

Greyxia coffee grown in Ning'er. Photo by Tao Ping

In 2024, Yunnan Province had a coffee planting area of ​​1.267 million mu and a production of 146,000 tons, both accounting for more than 98% of the country, firmly occupying the "top position" of China's coffee production areas.

The history of Yunnan coffee cultivation can be traced back to 130 years ago, and is currently mainly distributed in six prefectures and cities including Pu'er, Baoshan, Lincang, Dehong, Xishuangbanna, and Nujiang. Located near the Tropic of Cancer, at low latitude, at high altitude, with large temperature difference between day and night, fertile soil and weak acidity... The natural conditions in Yunnan are similar to those of internationally renowned coffee producing areas.

Coffee farmers are turning to dry coffee fruits. Photo by People's Daily reporter Hu Zunhui

Especially Xiaoli Coffee, I found an excellent place to stay in the south of the colorful clouds. Yunnan coffee has become more and more recognized by people in the circle in recent years. Starbucks, Nestlé and Luckin have launched a number of Yunnan coffee bean products. Whether it is an international giant or a new local coffee force, Yunnan coffee beans have become its "must-have option".

Secondly, it is a significantly improved quality.

Although Yunnan's coffee cultivation scale leads the country, it accounts for less than 2% of the international coffee bean supply system. In addition, the traditional variety of Yunnan coffee is the Katim series hybrid. Although it is resistant to diseases and has high yields, its quality is difficult to rank among the top.

Coffee farmers are picking coffee. Photo provided by Simao District Integrated Media Center

Quality and output do not have the advantage in the international market, so naturally there is no pricing power. Coupled with the lag in planting levels and processing, Yunnan Coffee once faced the dilemma of "selling a pound of coffee beans but not able to afford a cup of coffee."

How to break the deadlock? In 2022, Yunnan Province has issued a series of policies such as "Six Coffees" to support Yunnan coffee in the path of high-quality and deep processing.

Coffee farmers are picking coffee. Photo by Hu Zunhui, a reporter from People's Daily

Demarcate 1.05 million mu of suitable planting areas for fine coffee, promote excellent varieties such as rosia and iron pickup trucks, and build a fine manor for Yunka brand... After three years of hard work, as of 2024, the premium rate of Yunnan coffee has increased from 8% in 2021 to 31.6%, and the deep processing rate has increased from 20% in 2021 to 80%.

According to Kunming Customs statistics, Yunnan Province exported 32,500 tons of coffee in 2024, an increase of 358% year-on-year, and was exported to 29 countries and regions including the Netherlands, Germany, the United States, and Vietnam.

Coffee farmers in Fuyan Town, Menglian County, Pu'er City are turning on coffee beans. Photo by Hu Zunhui, reporter of People's Daily

Third, it is the increasing market recognition.

Now, cafes are rapidly becoming popular in small cities such as Beijing, Shanghai, Guangzhou and Shenzhen to fourth- and fifth-tier cities. Especially many people born in the 1990s and 2000s have changed from drinking coffee to enjoying the taste of coffee. Instant coffee cannot be sold at high prices, West Lake Longjing is not cheap!

What's more, the increasing cultural confidence has made the younger generation less look forward to international brands and more curious about domestic coffee. Many Yunnan coffee practitioners said that it will not be easy for Yunnan coffee to meet the domestic market in the future!

Coffee farmers are picking coffee. Photo by Hu Zunhui, a reporter from People's Daily

A cup of coffee can make your brain work quickly and devote yourself to work with energy; a cup of coffee can also slow you down, meet and enjoy "poetry and the distance". Coffee is a drink and also a life attitude.

In fact, Lijiang does not produce coffee, but it provides excellent coffee consumption scenarios for coffee - seeing the snowy mountains when you push the window, which is especially suitable for holding a cup of coffee and dazed. Relying on rich coffee resources and culture, Yunnan actively promotes the "integration of coffee and tourism" and creates a number of new consumption scenarios with coffee themes such as coffee estates, coffee markets, and coffee blocks, allowing tourists to participate in the entire process from coffee planting, picking to tasting, and immerse themselves in the experience. Taste the coffee and enjoy the customs and customs.

All kinds of coffee products. Photo by Liu Yi, reporter of People's Daily

During this year's Two Sessions, Wang Ning, Secretary of the Yunnan Provincial Party Committee, sent an invitation to netizens across the country to "travel in Yunnan", hoping that more and more people will come to Yunnan and no longer "check in" in a hurry, but stay for a while and feel the beauty of "starting from mountains and rivers and returning to fireworks". To open this beauty, you might as well start with a cup of Yunnan coffee.