Hougu Coffee strives to build Chinese Cafe to explore Chinese Coffee Culture

According to reports, based on the profound accumulation of the coffee industry for decades, Hougu Coffee has made great efforts to build a Chinese-style cafe, whose purpose is to carry the quintessence of Chinese traditional culture through coffee, in the process of a high degree of integration of coffee culture and Chinese civilization, to explore the coffee drinking style and culture that belong to the Chinese people, and to seek the national spirit and spiritual ownership of the Chinese people. "five sad Coffee" will also become an important window for Chinese people to understand coffee culture, especially Chinese coffee culture.

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Xiong Xiangren, chairman of Hougu Coffee, said that the "five" is taken from the "five" in the middle of Hetu and Luoshu. Other hexagram images will change. Only the "five" in the middle will remain the same, and the "five" corresponds to the five elements. The five elements are the foundation of the gestation and evolution of all things. "compassion" is taken from the Buddhist word "compassion", which means "resolve and take away". It also sends the moral of "seeing joy in sorrow, or not coming to Taiwan". Based on the characteristics of the five elements, Wusadi Coffee integrates five thousand years of Chinese civilization into coffee and creates a unique Chinese coffee culture.

Five sad Cafe

Xiong Xiangren said that from the perspective of global coffee development and spread, almost every country has its own unique way of drinking coffee, which clearly represents the culture of different countries. In recent years, the average annual increase of coffee consumption in China is more than 25%. However, because Chinese coffee culture has not yet experienced a long precipitation process, to a certain extent, the culture and foundation of Chinese coffee consumption is still relatively weak.

At present, there are about 150000 cafes in the country, especially in recent years, cafes in large and small cities across the country are all over the streets, even in counties and towns. Today, when cafes are booming, there is a common tendency of "full foreign flavor" in cafes, which to a certain extent guides consumers' understanding of coffee. As a result, many people closely connect coffee with "petty bourgeoisie" and "sentiment", while ignoring the function and value of coffee as a carrier of cultural communication and emotional communication, thus restricting the integration of coffee and Chinese culture. It has affected the long-term development of China's coffee industry.

Chinese cultural performance at the opening ceremony 1

"it is urgent to establish a Chinese-style coffee consumption style and cultivate a coffee consumption culture suitable for Chinese people's life and drinking habits. Under such a background, Chinese-style cafes came into being. The root of the 'five sad Coffee' is to find the roots of the Chinese nation again by blending coffee with the essence of Chinese traditional culture, and call on people to establish national and national consciousness, inherit the essence of Chinese culture for five thousand years, and cast the great Chinese Dream! " Xiong Xiangren, chairman of Hougu Coffee, believes that the original intention of the birth of the five sadness is that "if we abandon the Chinese culture of the 'five' millennium, it will be the 'Pathetique' of the Chinese nation."

Chinese cultural performance at the opening ceremony 2

"as China's largest coffee production base and high-quality coffee raw material base, Yunnan coffee cultivation and output account for more than 99% of the country's total, and its small seed coffee is very popular in the international coffee market and is recognized as one of the best quality coffee in the world. By the end of June 2016, the 2015-2016 coffee harvest season in Yunnan Province had ended. Statistics show that the province's coffee production reached 139000 tons, an increase of 21000 tons over the 118000 tons in the 2014-2015 harvest season. " Li Gongqin, secretary general of Yunnan Coffee Industry Association, said that with the continuous growth of coffee shops and the continuous entry of foreign brands into the Chinese market, in order to reduce costs and the continuous localization of coffee raw materials, the demand for domestic coffee beans will continue to grow. we should not only continue to grow coffee and develop the coffee industry, but also pay attention to cultivating our own coffee shop brand, building Chinese-style cafes and integrating into Chinese traditional culture. Enhance the sense of national pride.

As one of the representatives of Chinese coffee enterprises, Hougu Coffee takes the revitalization of Chinese national coffee brands as its own responsibility, and has established stable trade relations with more than 40 countries and regions around the world. In recent years, while expanding and strengthening international trade, Hougu Coffee is deeply aware of the insufficient cultivation of the domestic market, and it is urgent to strengthen the cultivation and promotion of Chinese coffee culture. "Hougu, as the representative of Chinese coffee, has the responsibility and obligation to build Chinese-style cafes and actively spread the coffee culture that belongs to the Chinese people." Hu Lu, vice president of Yunnan Coffee Industry Association, said, "Hougu will work hard, emotionally and diligently to build Chinese-style cafes, which is the mission entrusted to Hougu by the times."