Core Viewpoint - The rise of rural coffee shops in China, particularly in Anji County, has created a new trend in the tourism and hospitality industry, driven by unique themes and social media appeal, but faces challenges related to sustainability and consumer satisfaction [3][28][34]. Group 1: Industry Growth and Trends - The rural coffee shop trend began with the opening of the Waterfall Coffee in Anji in 2021, leading to a proliferation of similar establishments across various provinces including Beijing, Guangxi, Xinjiang, and Qinghai [3][28]. - The Deep Blue Project, a notable example, opened in May 2022 in a repurposed abandoned mine, attracting over 700,000 visitors in 2023 and generating more than 20 million yuan in local revenue [19][28]. - The business model typically involves an entrance fee of 60-70 yuan, which includes a beverage, and focuses on creating visually appealing environments for social media sharing [19][33]. Group 2: Consumer Experience and Challenges - Despite the initial excitement, many visitors express dissatisfaction with the quality of coffee, with over 80% reportedly leaving their drinks unfinished, indicating a potential issue with repeat business [34]. - The experience often feels rushed, with visitors spending less than three hours on average, leading to minimal secondary spending [22][34]. - The industry is facing scrutiny regarding land use, as many coffee shops are built on agricultural land, raising concerns about compliance with regulations [34]. Group 3: Future Outlook and Sustainability - The sustainability of the rural coffee trend may depend on local integration and authenticity, as seen in successful models that combine regional characteristics with the coffee experience [35]. - The Deep Blue Project is planning to expand to new locations, leveraging its success to stimulate surrounding villages, indicating a potential for growth if managed correctly [32]. - The industry may need to adapt to changing consumer preferences and regulatory environments to maintain its momentum and avoid pitfalls experienced by recent entrants [34][35].