In the heart of Liyukou village in Xi’an city, Shaanxi province, Wang Huiting’s vision of bringing coffee culture to the rural community has not only been realized but has also turned the village into a thriving tourist destination.
Wang, a PhD graduate from Xi’an University of Architecture and Technology, conceived the idea during her research on urban planning and happiness indices. Her findings revealed a correlation between rural environments and higher happiness levels, which inspired her to introduce a coffee culture to the village.
“People are generally more relaxed and happy in rural areas compared to big cities. Coffee appeals to young people, making it an attractive addition,” said Wang. This led her to open the Two Tree coffee bar in 2019 in a repurposed factory, 50 kilometers from Xi’an.
The cafe’s unique design features, including walls made from discarded hollow bricks and acrylic, and a large parachute-like canopy, offer visitors a place to enjoy coffee against the backdrop of the picturesque Qinling Mountains. Additionally, the cafe includes a library and a movie screening room, drawing both locals and tourists.
Since its opening in October 2022, the coffee bar has gained significant popularity on social media.
“Sometimes I make more than 50 cups of coffee a day by myself,” said barista Song Naihong, while preparing a grape latte for a customer. The 46-year-old, now known as Emily, was previously a local corn farmer.
“Weekends and holidays are incredibly busy, but earning over 4,000 yuan a month is quite satisfying,” she added. There are ten other workers like Song who switch between farming and making coffee as needed.
Wang Yani, another local who now works in the cafe’s kitchen, expressed her joy at the new opportunities. “I never would have tried coffee if this bar hadn’t opened. It’s a pleasure to come here, meet tourists, and share our lives,” said the 53-year-old.
To appeal to local tastes, the cafe offers unique dishes like pizza with leek and egg toppings. “Visitors come not just for the coffee, but to experience the lush ecology of Qinling and the pastoral setting,” explained Wang Huiting.
A nearby tourism highway connects the coffee bar with other artistic villages along the mountain range, helping to enhance the area’s appeal while maintaining its natural beauty.
Initially, the idea of “village coffee” faced skepticism. Wang Lijun, the Party chief of Liyukou village, doubted its market potential in rural areas. However, the concept proved successful, boosting village revenue and changing local mindsets.
In 2023, over 400,000 tourists visited Liyukou, generating an income of 526,000 yuan for the village and providing jobs for more than 60 villagers.
Wang Huiting’s success has inspired a wave of entrepreneurship in Liyukou, attracting young entrepreneurs who have diversified the local tourism industry with ventures such as tea restaurants, a motorcycle exhibition center, and pet parks.
In September 2023, the Huyi district of Xi’an, where the coffee bar is located, established a youth rural entrepreneur alliance and set up five innovation and entrepreneurship incubation bases. This initiative aims to encourage young talents to return to their hometowns, fostering rural revitalization.
“Talents are crucial for rural development. As long as they come to the village, I promise to support them fully,” assured Wang Lijun.