Coffee shops in rural China “steal the hearts” of tourists

VHO - According to SCMP, the amount of coffee consumed by Chinese people is doubling every year.

A view of Gelien Coffee in Zhejiang Province. Photo: Handout

Many new 'rural cafes' are now innovating to make better coffee drinks in the face of the looming threat of homogeneity.

In China, many coffee shops attract customers with their "unique natural settings, especially for those who enjoy sipping coffee in a natural space.

Asa Jin , a customer, sips tea, enjoys the view, takes photos to share on social media, and then considers which of the many coffee shops that are mushrooming in rural China to visit.

While tea has long been the favorite drink of many Chinese people, coffee culture has exploded and is now spreading to the countryside in recent times.

China's net coffee imports are expected to increase by 130,800 tonnes from 2020 to 2024, representing a 6.53-fold increase compared to the average annual compound growth rate of 65.7%, Xinhua said.

Coffee shops "sprout like mushrooms"

China's 300 billion yuan ($42 billion) coffee industry is growing strongly, with consumption estimated to increase by double digits this year, according to the Ministry of Agriculture and Rural Affairs.

Notably, coffee shops in China's suburbs are orienting towards recovery and development in rural areas because of the opportunity to create jobs as well as boost the local economy , helping to offset the urban-rural gap.

Anji County, Zhejiang Province (China) currently has more than 300 coffee shops. And with a population of about 600,000, Anji is said to have a greater density of coffee shops than Shanghai, which has a population 40 times larger.

Across the country, more than 40,000 coffee shops have opened in suburban areas, according to state media reports citing national statistics. Yunnan and Guangdong provinces lead the rankings, Xinhua said.

The diversity of suburban cafes is helping China revitalize its countryside in a new era, focusing on developing specialty agricultural products and rural tourism targeted to local conditions.

However, even as the coffee industry is growing in popularity, challenges are emerging as saturation sets in.

Professor Li Bin of the Central University of Finance and Economics warned that although demand for coffee continues to increase, the growth rate of coffee shops still far exceeds demand. This will reduce the profit margin of the rural coffee industry.

To stand out from the competition, many rural coffee shops are finding a balance between providing high-quality coffee products and making a profit while serving customers looking to get away from the hustle and bustle of city life.

Rural Development

In Deqing County, not far from Anji, Gelien Coffee is a highly rated local cafe on China's Dianping lifestyle platform.

Gelien has created a buzz on social media about the surrounding man-made space, which is known for its picturesque landscape and charm reminiscent of some parts of Switzerland.

"A successful store depends on whether customers want to visit regularly," said Zhou Haojie, a 49-year-old barista.

In May, Haojie opened a home cafe in Guozhao Village.

Guozhao has joined a provincial campaign aimed at transforming villages and promoting better integration between urban and rural development. The project is seen as part of China's ambitious rural revitalization strategy.

Since last year, a campaign to develop the village, including modernized roads and improved infrastructure, has made it more accessible to outsiders, making it a growing and attractive tourist destination for urban residents who tend to head to the countryside.

Zhou hopes local promotional videos will help spread the word about cafes, rather than just highlight the most famous and popular ones.

According to state media, 98% of rural cafes in Zhejiang Province have chosen to incorporate "natural scenery" into their store designs.

And when searching for “coffee shop” on Rednotes' data tracker, the feeling of natural space is always the most searched keyword.

According to experts, China's cultural and tourism policies based on a business-friendly environment, using culture to create specialized and specialized development models are boosting China's rural economy in the current context.

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