For more than a decade, German entrepreneur Eric Baden has been working to elevate coffee from Yunnan province into the top tier of the global market, alongside renowned beans from Colombia and Ethiopia.

Baden, who runs Coffee Commune, a Shanghai-based brand, said he was particularly inspired by a recent comment from President Xi Jinping. During a visit to the Old Town of Lijiang in Yunnan on March 19, Xi was offered a cup of coffee and remarked that "Yunnan coffee represents China."

"It's a remarkable statement because coffee has long been considered a Western beverage and culture," Baden said. "But that is no longer true. Young Chinese consumers have embraced coffee just as much as tea — some even prefer it."

Baden, 58, is widely known in China as "Coffee Laolin". Since founding Coffee Commune in 2016, he has worked with Yunnan farmers to develop specialty coffee — a category that was virtually nonexistent in the region before. By introducing advanced cultivation, processing and roasting techniques, he has helped growers transition from bulk production to premium beans.

His efforts have paid off. Coffee Commune won China's first international silver medal for its specialty Yunnan blend several years ago, and more awards have followed since small farms began developing their own high-quality brands.

"I've seen tremendous improvements in Yunnan coffee," Baden said. "The level of professionalism in growing and processing has transformed."