Core Insights - The "village coffee" concept is gaining popularity in rural areas of Zhejiang, with unique offerings like "Wujia Pi" coffee attracting younger consumers and promoting local culture [3][4][5] - The "Wujia Pi" coffee, derived from a local herbal liquor, has become a significant part of sales in the coffee shop, accounting for one-third of total sales [3] - The number of "village coffee" shops in Zhejiang has exceeded 2,600, employing nearly 10,000 people, with a significant portion of the workforce being under 40 years old [5] Group 1 - "Wujia Pi" coffee is made from 29 herbal ingredients and aims to tap into the health-conscious trend among consumers [3] - The coffee shop in Meicheng Ancient Town experienced a doubling of daily cup sales during the May Day holiday, indicating strong consumer interest [1][3] - The "village coffee" initiative is seen as a way to promote local agricultural products and enhance rural tourism [4][5] Group 2 - The "Deep Blue Plan X" in Anji County has transformed abandoned sites into coffee shops, attracting customers and improving the local environment [4][5] - Innovative operational models such as "nature + village coffee" and "cultural + village coffee" are emerging across rural areas [5] - The trend of "village coffee" is becoming a new representation of vitality in Chinese rural areas [5]