KUNMING — In the lush mountains of Pu'er in Southwest China's Yunnan province, Liu Xiaodong, head of a coffee estate, runs a "field classroom" in his coffee plantation.

Surrounded by verdant trees, he guides tourists through the nuances of coffee varieties and processing methods using cupping samples.

"Visitors can see the plantation environment and learn how to appreciate a professional brew," said Liu. "The experience is far more meaningful than simply drinking a cup of coffee."

This is the new face of the coffee industry in Yunnan province, the country's largest coffee-growing region. By shifting from raw material production to an experience economy, Yunnan is integrating coffee with education, tourism and rural living.

At Coffee Cherry, a boutique roasting factory in the provincial capital Kunming, the aroma of freshly roasted beans fills the air, with coffee enthusiasts gathering around cupping tables to grind, brew and taste under the guidance of professional baristas.

"Today consumers look beyond the caffeine kick; they value the atmosphere and cultural depth," said Yang Yu, founder of Coffee Cherry. The space has evolved from a simple production site into a cultural hub hosting regular tasting events and workshops.

The trend extends deep into the countryside. After taking over Nandaohe TYZ Coffee in 2020, Liu Xiaodong abandoned the traditional path of selling raw beans in bulk. Instead, he developed a model combining "coffee, study tours and homestays".

The shift has proved lucrative. His estate now maintains a steady flow of 50 to 100 visitors daily, peaking at 800 during holidays. It provides jobs for over a dozen nearby villagers, proving that the "coffee classroom" can be a catalyst for rural prosperity.

According to the Yunnan provincial department of culture and tourism, the province has helped develop nearly 60 boutique coffee manors. By deepening the integration of coffee with creative industries and rural stays, Yunnan has made coffee a new "calling card" for tourism.

In Xinzhai village of Baoshan city, the integration is even more seamless. Li Wei, a tourist from Zhejiang province, spent her holiday there visiting the "Coffee Village", where she tried her hand at making coffee-scented soap.

"It's amazing to be at the source," Li said. "I can taste different flavors of Yunnan coffee while enjoying the rural scenery."

The local infrastructure in Xinzhai now includes cafes, processing experience centers and cultural workshops. Xie Xianwen, head of Xinzhai Coffee Manor, reported that his estate received over 210,000 tourists last year, generating more than 12 million yuan ($1.75 million) in revenue.

As the boundaries of the industry continue to expand, the fusion of agriculture and tourism is breathing new life into Yunnan's hills, turning the humble coffee bean into a sustainable engine for rural vitalization.

Xinhua - China Daily