KUNMING — China's largest coffee-growing region is trading bulk beans for "boutique experiences" as Yunnan province pivots toward a high-value integration of agriculture and tourism.

By transforming traditional coffee estates into "field classrooms" and cultural hubs, the province has developed 60 boutique manors that are revitalizing the rural economy, with some estates generating over 12 million yuan ($1.75 million) in annual revenue.

At Coffee Cherry, a boutique roasting facility in the provincial capital Kunming, the aroma of freshly roasted beans fills the air. Coffee enthusiasts gather 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 proven lucrative. His estate maintains a steady flow of 50 to 100 visitors daily, peaking at 800 during holidays. It provides jobs for over a dozen 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 homestays, Yunnan has made coffee a new "calling card" for tourism.

In Xinzhai village, administered by the city of Baoshan, the integration is 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 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