We are thrilled to share that SHU From Yunnan has been featured in an article by People’s Daily! People’s Daily is China's most authoritative media institution, often compared to The New York Times of China. This recognition marks a significant milestone in our journey to bring Yunnan coffee to a global audience, highlighting our commitment to quality, sustainability, and women’s empowerment in the coffee industry. It fills us with immense pride and gratitude for everyone who has supported us along the way! ❤
Key Highlights & Oversea Reviews from the Report:
- 据昆明海关统计，2024年云南咖啡出口量达3.25万吨，同比增长358%，主要出口至德国、荷兰、美国、越南等地。
According to Kunming Customs data, Yunnan exported 32,500 tons of coffee in 2024, a 358% increase year-on-year, primarily to Germany, the Netherlands, the United States, and Vietnam. - 在德国柏林的一家星巴克门店，来自智利的埃利奥和记者分享了他对中国咖啡的看法：“中国咖啡带有淡淡的草木香气，我很喜欢这种特别的香味。”
At a Starbucks in Berlin, Eliot from Chile shared his view on Chinese coffee: "Chinese coffee has a subtle aroma of grass and wood, which I adore." - 在英国布里斯托市，由5个年轻人经营的奥德今咖啡烘焙坊则以生动俏皮的方式推介云南咖啡：“种植云南咖啡的这片土地，还饲养鸡、鱼、猪和鸭，种植辣椒、中草药和各种花卉。喝一杯这款生长在云南壮丽群山中的咖啡，你将活力爆棚。”
In Bristol, UK, Oddkin Coffee Roastery, managed by five young entrepreneurs, promotes Yunnan coffee in a lively and playful manner: "The land that grows Yunnan coffee also raises chickens, fish, pigs, ducks, grows chili peppers, Chinese herbs, and various flowers. Drinking a cup of coffee grown in the magnificent mountains of Yunnan bursts with vitality." - 英国《经济学人》杂志报道说，中国咖啡产业在持续创新，咖啡公司努力迎合消费者的口味，其中一项创新是“茶咖”，将茶和咖啡融合在一起，例如，瑞幸咖啡推出茉莉花香拿铁、乌龙拿铁等茶咖产品，受到欢迎。
The Economist reported on China’s ongoing coffee industry innovations, highlighting the rise of "tea coffee" blends. For instance, Luckin Coffee’s jasmine latte and oolong latte have gained significant popularity.
Featured Excerpt from People’s Daily:
"From tea and floral notes to fruity and earthy aromas, Yunnan coffee beans offer roasters a unique opportunity to explore diverse flavor profiles"
Driven by passion and the aspiration to bring Yunnan coffee to the global stage, Lin Shuxian, a post-90s coffee trader, embarked on her journey from her hometown Yuxi, Yunnan to Spain in 2021. Driven by nostalgia for her hometown's flavors and recognizing a gap in Europe's coffee market, she founded "Shu from Yunnan" in 2022, a company dedicated to exporting premium Yunnan green coffee beans to Spain, Germany, the Netherlands, and other European countries.
From Barcelona to Malaga and Cáceres, Yunnan coffee is gradually appearing in specialty cafes across Spanish cities. Large-scale roasters in Zaragoza also purchase Yunnan green beans for in-house roasting and packaging. "They bought 360 kilograms of Yunnan beans from me, which sold out within a week," Lin told reporters. "The market potential here is immense. I keep returning to Yunnan to source the finest beans. From tea-like aromas and floral notes to fruity tones and earthy undertones, Yunnan coffee offers roasters a unique canvas to explore diverse flavor profiles."
The acceptance of Yunnan coffee in Europe, however, is a gradual process. While African and Latin American coffees have dominated European palates for centuries, Yunnan's distinct characteristics—such as its pronounced fermented notes and sandalwood-like aroma—pose both an opportunity and a challenge. "In Europe, those who truly appreciate Yunnan coffee often have prior exposure to Chinese or Eastern culture," Lin explained. "Many Europeans are unfamiliar with the cultural symbolism of sandalwood, which is deeply tied to our coffee's flavor. Therefore, introducing Chinese coffee isn't just about taste—it’s about bridging people and cultures."
To address this, Lin launched the "Yunnan Cultural Market" in Barcelona last year, showcasing Yunnan’s intangible cultural heritage through local cuisine, Wa ethnic brocade dyed with coffee grounds, traditional tie-dye crafts, and more. Equally vital, she emphasizes, is maintaining rigorous dialogue with international buyers through professional coffee language such as coffee cupping. "I consistently bring Yunnan beans to European specialty coffee cuppings, then relay detailed feedback—covering aroma, aftertaste, acidity, body, uniformity, balance, clarity, sweetness, and defects—back to our partners in Yunnan. This cycle is key to refining quality and building trust," Lin noted.
Read the full article here: https://www.peopleweekly.cn/html/2025/guoji_0324/243859.html
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Photo credit: People's Daily, Unsplash
