How a Rural Sichuan Family Opened Their First Town Cafe

When travelers drive into Longhua, a quiet town nestled more than 100 kilometers deep in the mountains of southern Sichuan, they’re used to seeing tea houses and mahjong parlors—not cafés. So when a polished new coffee shop appeared on the main street this October, passersby did a double take. The sign read “coffee” (Business Coffee) with “WiFi” underneath, and inside, beige curtains framed a dark red, classic-style bar. This was no chain. It was the first-ever café in Longhua, built by a farming family determined to bring something new to their mountain town.

The answer is yes—Longhua now has a café, and it’s run by the Shi family. Set to open in late November 2023 after four months of preparation, it's located on the town’s main drag and includes WiFi, tea options, and modern furnishings ordered online. The owners expect both locals and tourists to visit.

A Town on the Edge of Change

Longhua is part of Pingshan County , itself tucked into the mountains near the border of Yunnan. Getting there from Yibin, the nearest major city, takes around four hours by bus. Though recently designated a National Historical and Cultural Town, Longhua remains largely undeveloped, with limited tourism and a population that traditionally favors tea and mahjong over espresso.

“The town is peaceful and retains an old-world charm,” said Tian Xiaoling, the daughter-in-law of the shop’s owner. “But we believe change is coming—and people will want more than just tea.”

Why a Café?

For the Shi family, the decision wasn’t impulsive. Their son, Shi Qiang, and his wife, Tian Xiaoling, returned to their rural roots after years working in Shenzhen. They held marketing and management jobs, even started a small business. But the high-pressure, expensive city life didn’t offer stability—or satisfaction.

“We saw the ‘rat race’ in big cities,” Tian said. “High rent, long commutes, and no real future. We wanted to come home with skills and ideas.” Back in Longhua, they realized the town’s heritage status could bring tourists, and those visitors would need somewhere unique to relax.

A Family Venture

The project began in July 2023. Shi Daiquan, the father, provided the funding while Shi Qiang and Tian Xiaoling managed the build-out and operations. The family transformed a three-story building into a café with carefully sourced furnishings: lamps, curtains, and even coffee equipment were ordered online. The décor includes classic wooden elements and soft yellow curtains, aiming for a cozy yet slightly upscale vibe.

“We knew people here aren’t used to coffee,” Tian explained. “So we’ll also serve tea. But we want to offer a better experience—better service, cleaner space, and free WiFi. That’s not common in small towns.”

The Vision Behind the Café

Unlike typical rural businesses—like guesthouses or restaurants—the Shi family opted for a café. “We’re not just copying what everyone else does,” Tian said. “We’re trying something different. Coffee brings a bit of city comfort, but it can also fit the calm, historical feeling of Longhua.”

They believe that as tourism slowly increases—thanks to the town’s cultural designation—visitors will seek out places like theirs. Even locals may start to shift their habits. “People want more than survival now,” she added. “They want a better quality of life, even in a small town.”

What’s Coming Next

The café is set to open in just over three weeks from the report date (late November 2023). Final touches include testing equipment and sourcing coffee beans. While the menu will include tea, the focus is on creating a relaxing atmosphere for both travelers and locals. They also plan to offer basic food items and ensure strong WiFi access throughout the space.

Frequently Asked Questions

Where is the new café located?

The café is in Longhua Town, Pingshan County, Sichuan Province, China. It's over 100 kilometers from Yibin city center and is the first café in the area.

Who owns and runs the café?

The café is owned and operated by the Shi family: Shi Daiquan (the father, who funded the project), and his son Shi Qiang and daughter-in-law Tian Xiaoling (who managed the setup and will run daily operations).

What kind of drinks will they serve?

While tea will be available to cater to local preferences, the café’s concept centers on coffee. The full drink menu hasn’t been disclosed, but the owners aim to provide a modern, clean, and comfortable coffee-drinking experience.

Why did the family decide to open a café in a rural area?

They believe tourism will grow due to Longhua’s recent recognition as a National Historical and Cultural Town. They also want to offer locals a higher quality of life and a taste of modern, urban-style leisure without leaving the countryside.

When is the café set to open?

The planned opening is in late November 2023, approximately 20 days after the report date in October 2023. Final preparations include equipment checks and last-minute furnishing.

What inspired the family to choose a café over other businesses?

Unlike typical options like restaurants or inns, the family wanted to introduce something different—coffee culture—believing it matched both the heritage feel of the town and the evolving expectations of residents and visitors.

Recommended FrontStreet Beans for a New Café

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