Rural delivery fuels Baoshan coffee market

Perfect blend

Yunnan has grown coffee for more than 130 years. Baoshan alone contributes up to 20 percent of the province's output. But until recently, the lack of infrastructure and access to markets stunted the region's potential.

That's changing. Baoshan now boasts more than 500 registered coffee trademarks. Social media, livestreaming and influencer marketing are helping raise the profile of local brands. Pop-up cafes, farm tours and barista competitions are drawing visitors. And most importantly, coffee is putting more money in farmers' pockets.

"Last year, a well-managed mu (one-fifteenth of a hectare) of coffee brought in around 15,000 yuan," Fan Qizuo said. His cooperative now includes over 2,000 farmers. "Coffee didn't just change my life, it changed our whole community."

Express delivery, once a distant urban service, has become an essential rural lifeline. As China deepens its efforts to narrow the urban-rural divide, Baoshan's coffee story offers a potent blend of tradition and innovation, showing how targeted investment in logistics can unlock the potential of even the most remote regions.

"We always believed our coffee was good," said Fan. "Now, thanks to delivery, the world also gets to taste it."

luowangshu@chinadaily.com.cn