A matter of good taste

The guideline also says Yunnan will further develop related products such as coffee capsules, drip-bag coffee and coffee concentrates, to meet the increasingly diversified demand of coffee lovers.

According to Baden, more and more farmers in Yunnan are now eager to produce high-quality coffee beans after having seen the benefits they bring.

His company has opened another outlet in Shanghai's Minhang district last year.

Awareness about the quality of Yunnan's Catimor variety is also growing.

"These days, more and more people are eager to try Yunnan coffee and it is through this process that they find out how domestic coffee can be just as good as foreign ones," he says.

"Many of our customers also want to find out more about Yunnan's coffee beans and we're always more than happy to tell them the story," Baden says.

"Our purpose is to promote Yunnan coffee and to help more farmers. As such, we need to sell more coffee. Chinese consumers are becoming more discerning of what coffees they drink and are eager to try high-quality products," he adds.

For this reason, Baden says they believe Shanghai is "the perfect place in China" to expand their business.

But their coffee will not be limited to Shanghai. The plan is to open more stores all over China. "We are also hoping to work with coffee farmers across the border, in Laos, Myanmar and Vietnam, in the future as well," Baden adds.