As the golden season of coffee harvest arrives, Pu'er City in Yunnan Province—known as the "Coffee Capital of China"—is filled with the rich aroma of coffee. In recent years, the city has taken advantage of its abundant coffee resources and unique coffee culture to deeply integrate coffee with tourism. By developing coffee manors, coffee-themed districts, and cultural coffee markets, Pu'er offers visitors an immersive experience that spans the entire coffee journey, from cultivation and harvesting to tasting, unlocking a new way to explore "coffee tourism."  

Tourists Enjoying Leisure Time at the Dakaihe Meizi Coffee Manor in Simao District, Pu'er City. (Xinhua/Chen Xinbo)

Liushun Town in Simao District, Pu'er City, boasts a mild climate and lush greenery, making it one of the habitats for wild Asian elephants in the region. The Elephant Coffee Manor, located in Nanbanghe Village of Lushun Town, is surrounded by rolling green hills. From an aerial view, the manor takes on the shape of a giant heart. Here, visitors can sip freshly brewed coffee while watching herds of wild Asian elephants forage and rest in the distant forests.

"Holding a cup of coffee and seeing wild elephants leisurely searching for food on the nearby hillside is a spectacular and unforgettable scene," said Huang Daxiang, a coffee enthusiast from Kunming.

A composite image: The top photo shows a herd of Asian elephants near the Elephant Coffee manor, while the bottom photo is an aerial view of the manor. (Photo provided by the  Interviewee)

Located in the prime coffee-growing region along the Tropic of Cancer, Pu'er City is one of China's earliest places to cultivate coffee. With abundant sunshine, a mild climate, plentiful rainfall, and fertile red soil, Pu'er provides ideal natural conditions for growing high-quality coffee beans with rich flavors. By the late 1980s, Pu'er had begun large-scale industrial coffee cultivation.

At the Xiao'aizi Coffee Manor in Nandaohe Village, Simao District, the aroma of coffee is irresistible. Thanks to special funding from the local government, the manor reopened on January 21 after undergoing upgrades. The manor now features a premium coffee-tasting room, a coffee-roasting classroom, and a research center. Visitors can not only enjoy delicious coffee but also explore the entire process of Pu'er coffee, from "seed to cup."

Liao Hongwen, the owner of Xiao'aozi Coffee Manor, explained that the manor is not only a paradise for coffee trees but also a habitat for birds, reptiles, insects, and ants. From June to July, fireflies flourish, offering visitors a magical natural experience as they observe these tiny glowing creatures up close.

A child (right) experiencing coffee cherry drying at Tianyuzhuang Coffee Manor in Simao District, Pu'er City

In Pu'er Simao Old Street's Daijia Alley, visitors can experience the vibrant blend of Pu'er's century-old cultural heritage and modern coffee culture. Coffee-themed streets and trendy drink venues offer a relaxing weekend retreat, while the coffee-themed post office allows visitors to send a Pu'er coffee postcard to friends afar. In recent years, Pu'er has prioritized "coffee tourism integration" by developing a range of coffee-centered attractions, including coffee manors, coffee-themed coffee streets, coffee-themed post offices, trendy coffee bars, and coffee-themed parks, making these sites popular travel destinations.  

The diversified "coffee-tourism+" model has boosted Pu'er's tourism economy. According to statistics, during the 2025 Spring Festival holiday, Pu'er received 3.2512 million tourists, a year-on-year increase of 13.71%, generating tourism revenue of 3.437 billion yuan, up 13.21% year-on-year.

Zhang Qiying, Deputy Director of Pu'er Municipal Bureau of Culture and Tourism, said that Pu'er is not just about Pu'er tea—it also boasts rich, aromatic coffee with a hint of fruity acidity. "Coffee-tourism integration" has become a new calling card of Pu'er's tourism industry.

Click here to view Chinese report

(Editors: Ines, Reena)