BEIJING, May 22 (Xinhua) -- When Yunnan coffee gained increasing popularity at home and abroad, a local ethnic county of Lijiang City launched a Yulong Snow Mountain-themed coffee week to delve deeper into coffee-related tourism and leisure.
On Wednesday, the First Lijiang Yulong Snow Mountain Coffee Week opened amid a series of captivating thematic events in Yulong Naxi Autonomous County of Lijiang City in southwest China's Yunnan Province.
As a locality famed for its fascinating mix of stunning snow mountain landscapes, vibrant ethnic culture and a rich history, the county is endeavoring to further integrate into the Lijiang-initiated "window" of seeing how local coffee and tourism interact to unlock more economic boosters.
During the opening ceremony of the coffee week, Pu Hong, Party chief of Lijiang City, invited people from near and far to come to the picturesque city to take a cup of coffee and enjoy the local coffee-themed leisure like no other.
Photo shows the opening ceremony of the First Lijiang Yulong Snow Mountain Coffee Week held in Yulong Naxi Autonomous County, May 21, 2025.
Boasting vast promise of developing a splendid fusion of coffee and tourism, Lijiang City presented to crowds of commercial representatives and experts attending the opening ceremony its promising investment potential.
With seven Yunnan coffee producing and scenic regions joining the event, Lijiang City set its foot on a collaborative development of local coffee and tourism industries and Yulong Naxi Autonomous County also unveiled a regional public brand named "Yulong Coffee" to better related branding.
Yulong Naxi Autonomous County and other localities of Lijiang City also rolled out "coffee+tourism"-themed business-inviting activities in Baisha ancient town, Lashihai scenic area, the old town of Lijiang and Lugu Lake scenic area.
After experiencing a "coffee+tourism" travel route in Lashi Town of the ethnic county on Wednesday, representatives from business community and industry associations found themselves eager to seek closer cooperation.
Setting a PCA latte art master competition on Thursday, the first Yunnan creative coffee drinks competition on Friday and an immersive coffee-drinking market fair from May 21-25, the coffee week offers an ideal opportunity for coffee lovers and travelers to feel the charm of Yunnan.
(Edited by Duan Jing with Xinhua Silk Road, duanjing@xinhua.org)
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