From lattes to Americanos, from hand-drip to cold brew, the air was filled with the rich aroma of coffee as the “Heartbeat Yuyao · 2025 Coffee Life and Culture Week” kicked off on April 25 at Yuhuangshan Park in Yuyao, Zhejiang Province. This coffee-themed feast, blending elements of culture and tourism, offered citizens and visitors a distinctive sensory experience, combining cultural experiences, entertainment, and creative displays.
Urban and Rural Cafés Gather Together
The event site was bustling with excitement. More than 80 coffee brands and trendy cultural and culinary brands from cities like Dalian, Zhengzhou, Suzhou, and Jingdezhen gathered alongside local Yuyao cafés and restaurants, showcasing a vibrant interplay of fusion and cultural depth.
Local brand DCM COFFEE brought unique creativity to the scene by launching a special “Bayberry Shochu” coffee blend specifically for the event. Infused with a fruity aroma within the rich coffee taste, it evokes the breezy, sunny vibes of early summer. Despite the name “Shochu,” the drink contains no alcohol, and its distinctive flavor attracted many young, adventurous visitors.
Xu Liaojiong, head of DCM COFFEE, said, “This event not only attracts high-quality coffee brands from other cities but also offers an opportunity to showcase Yuyao’s local culture and specialties to the outside world.”
In addition to urban coffee brands, over ten local rural cafés, such as “Shanye,” “Huxindao,” and “Sanpingfang,” also participated. A “Rural Café Map” was provided to help visitors explore and enjoy these unique spots. Guests could savor creative coffee blends featuring Yuyao’s local produce, such as spring tea, bayberry, mulberry, and cherry, and purchase distinctive cultural and culinary products.
Integrating Yuyao’s Historical Culture
Adding to the charm, the event featured trendy and creative art installations. A traditional boat, symbolizing Yuyao’s millennia-old heritage, was docked along the riverbank; meanwhile, traditional opera performances and electronic live music were staged side by side, creating a dynamic cultural crossover experience. Visitors could enjoy the aroma of coffee while admiring the river views, feeling the unique fusion of ancient and modern elements.
The event also hosted the “Yuyao Stamp Rally,” where visitors could collect special stamps themed on the Hemudu Ruins and “Home of Wang Yangming · Smart Yuyao,” experiencing Yuyao’s rich historical culture through interactive engagement.
“We’re not just selling coffee—we’re delivering the cultural codes of our city,” said the event organizer. This immersive experience, combining national trend performances, local produce, and historical IP, represents Yuyao’s innovative exploration of a “culture +” model. By using coffee as a bridge, they hope to attract more visitors with special check-in routes, discounted hotel and attraction packages, and offline experiences with locally produced coffee machines, allowing tourists to fall in love with the unique charm of Yuyao.
The “Heartbeat Yuyao · Coffee Life and Culture Week” will be held from April 25 to April 26, running daily from 11:00 a.m. to 7:00 p.m.
