Yunnan coffee is experiencing a sustained rise in China, driven by agricultural innovation, state investment, and partnerships with national brands. More than a century has passed since a French missionary brought the first seed to the village of Zhukula in Dali, until the drink became a daily habit for Chinese consumers. Today, Yunnan leverages exceptional natural conditions—high altitude, low latitude, and wide temperature variations—that give the coffee a unique sensory profile with rich acidity, delicate aroma, and fruity notes. In the last decade, the provincial government prioritized coffee production as a strategic sector. In 2025, Baoshan will host the Cup of Excellence competition for the first time in China, considered the 'Olympics of Coffee'. Key measures include the implementation of the 'Six Measures for Coffee' in 2022; expansion of high-standard processing; talent development, with the first university degree in Coffee Science and Engineering at Yunnan Agricultural University. In 2024, exports reached 32,500 tons, a 358% year-on-year increase, destined for the Netherlands, Germany, the United States, and Vietnam. From Commodity to Premium Product Thanks to alliances with national brands—especially Luckin Coffee—Yunnan coffee shed the stigma of instant coffee and moved into the premium consumption segment. The company implemented smart supply chains and launched SOE ('Single Origin Espresso') lines with beans from Pu'er and Baoshan, bringing that origin to hundreds of stores across the country. Sustainable Production In Baoshan, Luckin installed a plant within the Gaoligong Nature Reserve, which uses technologies that reduce industrial wastewater discharge, preserving ecosystems that host rare species. Additionally, it introduced intercropping to guarantee early income for producers, improve seedling quality, and support the sector's expansion. Global Projection Yunnan coffee is positioning itself as a new international benchmark.