Coffee from the Land of Tea: Why a Foreign Cash Crop is Flourishing in the Home of Pu’er Tea

• Main Authors: Julia Simancas Ortiz de Zarate, 胡莉雅
• Other Authors: Tang, Ching Ping
• Format: Others
• Language: en_US
• Online Access: http://ndltd.ncl.edu.tw/handle/sr67u4

碩士 === 國立政治大學 === 亞太研究英語碩士學位學程(IMAS) === 102 === In the land of Pu’er tea, coffee growing is emerging as a powerful industry. The fast development of coffee production in the past five years is a reflection of the efficient role of the local government in policy formulation, attraction of investment and support. Nevertheless, the economic impact of coffee in Pu’er is not significant enough to explain the government’s efforts to develop this industry. Increasingly more farmers and entrepreneurs are entering the business motivated by stories of success. This study aims to understand the current organizational structure of coffee production in Pu’er, the role that government officials, companies and farmers play in the development of the industry, and the real motivations behind such coordinated effort. This research is based on qualitative data gathered on site through interviews and participatory observation. Due to the lack of previous research on Yunnan coffee, this study aims to provide a general notion of the current situation and future development of coffee industry in Pu’er, with a focus on strategies employed and motivations. It concludes by suggesting that the achievements in local coffee business can be almost entirely attributed to the involvement of Pu’er government in the development of this industry. They want to create an exclusive product to boost domestic sales and improve the image of Yunnan in China and the world. Finally, this research will examine the potential future repercussions of such fast growth, particularly the environmental impact of intensive coffee cultivation.