In the misty hills of Pu’er – a region long synonymous with its namesake tea – a new crop of ambition is sprouting alongside coffee beans. 🍃 Coffee or Tea, a film shot on Jingmai Mountain in 2026, isn’t just cinema – it’s becoming reality as young locals swap city life for rural reinvention.
"We’re rewriting what ‘countryside’ means," says Li Wei, 28, who left Shanghai to launch a coffee-tourism startup. "My grandparents grew tea; I’m blending tradition with cold brews and TikTok marketing." 📱 His story echoes across Pu’er, where 40% of new agricultural ventures this year involve under-35s.
From Leaf to Bean
While tea remains king (the region produced 120,000 tons in 2025), coffee cultivation has grown 18% annually since 2023. The secret? Hybrid farms where pu’er tea plants shade coffee shrubs – a sustainability win that’s trending on Xiaohongshu. 🌳➕🌱
CGTN’s Wang Tao reports: "At the weekly farmers’ market, you’ll find matcha lattes next to century-old tea ceremonies. It’s not competition – it’s cultural remix."
Screen to Soil
The Coffee or Tea effect? Real. After the film’s viral dance scene featuring tea pickers and baristas, homestay bookings in Pu’er jumped 65%. Local officials say 300+ young people have returned since January 2026, launching everything from e-commerce tea brands to coffee waste recycling projects. ♻️
As the sun sets over Jingmai Mountain, the choice isn’t coffee or tea – it’s about brewing a bold new future. ☕✨
