He notes that as Yunnan's coffee varieties have been continuously upgraded, the quality of its beans has been steadily rising. The premium rate of coffee beans in the province jumped from 8 percent in 2021 to 41.7 percent last year.

"We've gone all in on coffee processing and now offer a whole range of coffee products, such as roasted beans, liquid concentrate, freeze-dried powder and coffee soap. The province's deep processing rate of coffee beans has leaped from 20 percent five years ago to 85 percent today," he says.

"On the market front, we have developed a regional brand, collaborating with industry leaders such as Luckin and Starbucks, while also nurturing local brands like Cat Four and Sinloy."

He adds that the ultimate aim of the province's coffee industry development is to boost local incomes, particularly for coffee growers, and enhance living standards. "Five years ago, coffee farmers in Yunnan earned just over 10,000 yuan per household on average. Now, their incomes have multiplied several times over."

Since the provincial government introduced supportive policies for the coffee industry in 2022, a growing number of young entrepreneurs have flocked to Yunnan, contributing to the coffee industry.

In 2012, coffee expert Chen Danqi went to Menglian Dai, Lahu and Va autonomous county in Pu'er city from Shanghai, as part of a coffee-focused public welfare project. There, he got to know the local beans and taught farmers growing techniques hands-on. In 2020, he established a cooperative for coffee farmers in Menglian and neighboring areas, helping them through education and sustainable practices while promoting Yunnan coffee beans across the country.

"Over the years, one of the biggest changes has been the mindset of coffee growers in Menglian," he says.