Coffee industry injects fresh vitality to rural revitalization

Amidst the lush mountain and green water, the fragrance of coffee is smelt along country roads. As the Green Rural Revival Program was implemented across east China's Zhejiang Province over the past two decades, the urban leisure trend of drinking coffee spreads countryside as a new consumption scene in rural leisure tourism.

Various new formats and models of “coffee plus” are constantly emerging, which integrate with the rural cultural and tourism industry, and revive rural revitalization.

Photo taken on June 11, 2023 shows the coffee shop themed on Chinese cartoon in Yucun Village, Huzhou City, east China’s Zhejiang Province. (Photo/Xinhua)

In Yucun Village, Anji County, Huzhou City, a characteristic coffee shop themed on Chinese cartoons has attracted all tourists. It offers not only coffee, but also garage kits and peripheral products of classic Chinese cartoon characters such as San Mao, Calabash Brothers, Black Cat Detective, Shuke and Beita, reminding young tourists of their childhood.

In recent years, as implementing “Green Rural Revival Programme”, Anji County has launched “Global Partner Plan of Yucun Village” to attract young talents from home and abroad to settle in Yucun Village with projects and creativity. Store manager Zhang Hui and other members of the team, responding to the call, arrived at the village for development. “We see countless young entrepreneurs driving rural development, and the potential hidden in this land.

When talking about the original intention of introducing Chinese cartoon into countryside, Zhang told the reporter that “Many popular Chinese cartoons were influenced by Chinese Folk art like traditional Chinese painting, paper cutting, shadow puppet show, etc. We hope to introduce its aesthetics to the countryside, integrate Chinese traditional aesthetics with the beauty of lush mountain and green water, and achieve shared beauty.”

In the coffee shop, many children were watching Chinese cartoon. Zhang stated that currently, they were launching derivatives for content incubation and IP operation, and sharing charm of Chinese cartoon to children.

A small bridge was built over the flowing stream, and winding paths led to a secluded place. You could enjoy a cup of coffee in an expanse of bamboo forest. In Qingshan Village, Huanghu Town, Yuhang District, Hangzhou, a cafe hidden in Qingshan Nature School has become an attraction.

Photo taken on January 14, 2022 shows a coffee shop in the Qingshan Nature School in Qingshan Village, Hangzhou City, east China’s Zhejiang Province. (Photo/Guangming Online)

In recent years, the idea of ecological environment protection has become a consensus in the village, and Qingshan Nature School served as an important link to convey natural environmental awareness and build environmental protection forces. “It is a pity to see such a beautiful place without opportunity to impress people with the beauty of nature. Therefore, we transformed the idle warehouse in the School into the current coffee shop,” said Quan Xingxing, manager of the coffee shop and co-founder of the School.

Many products for improving consumption concepts were displayed by the entrance, including reusable snack bags, portative coffee cup that were easy to be cleaned, shopping bag that could replace plastic bag... The wall on the left was covered with stories of small and beautiful nature conservation institutions across the country.

Quan told the reporter that once a cup of tea or coffee sold, the coffee shop would donate one yuan to public welfare organizations. “Little drops of water make the mighty ocean.”

Tourists were in a hurry. The coffee shop located among the bamboo forest and clear streams offered a resting place for visitors, and a connection for environmental enthusiasts, witnessing the trend of integrating sustainable concepts into modern trendy lifestyles.

“Here are raw coffee beans. They are green and smell astringent slightly.” In Tuanshi Village, Xiaonanhai Town, Longyou County, Quzhou City, Zheng Jiahao was warmly introducing how to bake coffee beans to customers in the coffee shop of Future Village Life Hall.

Photo taken on January 17, 2022 shows Zheng Jiahao working in the coffee shop of Future Village Life Hall, Tuanshi Village, Quzhou City, east China’s Zhejiang Province. (Photo/Guangming Online)

With the continuous promotion of “Green Rural Revival Programme”, in recent years, Tuanshi Village has been committed to upgrading “beautiful villages construction" to “beautiful economy”. So, Quzhou Dedao Book Co., Ltd., the employer of Zheng, was entrusted by local government to carry out overall operation in Tuanshi Village.

“We implant a coffee brand to attract young people to Tuanshi Village with youthful products and space design, and to provide Tuanshi with a space for young people to gather,” as Zheng told the reporter. The Tuanshi Future Rural Life Hall also conducted coffee related training on the complete coffee making process and standardized craftsmanship.

“Coffee shop is just part of the park’s business,” said Zheng. The Park was integrating emerging industries and supporting formats, providing opportunities for Tuanshi villagers to engage in younger industries and future concepts, teaching them industrial skills, and granting “indigenous people” with opportunities to leave the countryside. At the same time, it attracted new comers and returners to refresh rural construction, truly realizing talents circulation and promoting the sustainable development of future rural construction forces.

The mellow rural coffee and beautiful villages are integrating, and “coffee plus” new formats are changing the rural area. Young people would make the villages more youthful, futuristic, and technological, and revive rural revitalization.