In a vibrant coffee festival held in Tanzhesi, an ancient town named after the historical Tanzhe Temple in western Beijing's Mentougou district, a long line of people snaked away from the Snow Peak Cafe's stand.
Visitors waited patiently for a taste of their signature electrolyte Americano, a scene emblematic of a quiet revolution blending modern lifestyle with rural development in the capital's western suburbs.
"This particular product was created specifically for cyclists after intense physical exertion, to help replenish their bodies and energy," says Zhu Mingbo, who runs the cafe nestled at the midpoint of the famed Tanwanglu cycling route, officially listed on China's national cycling map.
Famous for its demanding terrain, the route includes a significant 558-meter elevation path with continuous steep slopes and sharp bends.
The cafe's tailored offerings have earned Zhu widespread recognition among the cycling community.
The cafe is one of several brands that have established themselves in the town in recent years and were featured at the festival hosted in early November.
The inaugural Zheli Fuka Tanzhesi Town Coffee Culture Festival, hosted by the Tanzhesi town authorities, aims to blend the charm of the ancient town with the vitality of modern coffee culture.
A coffee brand fair was held during the festival, showcasing signature beverages, latte art performances, and co-branded products featuring Tanzhesi's cultural symbols.
The event provided visitors with immersive tasting experiences while highlighting the integration of traditional culture and contemporary lifestyles.
At the opening ceremony, local authorities introduced the town's cultural and tourism resources and unveiled the Tanzhesi Coffee Life-style Guide, featuring three coffee-themed tasting routes linking local scenic spots, homestays, restaurants, and shopping areas.
A Coffee Roaming Map was also launched to help visitors explore key attractions and participate in a themed stamp-collection activity.
"The rise of coffee here was a natural effect. At first, it might have just been people bringing their own cups while cycling or sightseeing," says Wu Jiajie, mayor of Tanzhesi town.
The local administration then picked up on this trend and rolled out favorable policies to support the local coffee business.
"It gained strong momentum in 2023," Wu notes.
Zhu decided to open his cafe in the town after recognizing the potential of combining coffee with cycling.
"Our biggest characteristic is tailoring all our products closely to the riders' needs," Zhu emphasizes.
Their electrolyte Americano, designed to replenish energy after strenuous exercise, has become a best-seller.
"On daily peak days, we receive around 800 customers," Zhu reveals.
Beyond beverages, the cafe also offers lightweight outdoor gear such as titanium cups suited to cycling and hiking.
A unique "bicycle wall" inside the shop, where riders can hang their bikes, has become a popular checkin point, often fully occupied on weekends, Zhu says.
"Riders jokingly call our shop a midway station or supply point," he says.
Zhu's cafe was among several awarded by the town government for integrating coffee operations with local culture and development.
Wu says the festival uses coffee as a very specific, small point of entry, through which the entire tourism experience of Tanzhesi and even Mentougou can be connected, offering visitors a complete and integrated cultural-tourism experience.
The town has now developed three distinct zones for coffee aligned with its development plan.
"We have the urban leisure zone, the cultural experience zone, and the sports and health zone. They represent three different life attitudes and states, and accordingly, three different coffee tastes," Wu says.
The urban leisure zone in central Tanzhesi leans toward a more relaxed lifestyle, with creamier coffees suitable for an afternoon of reading, he recommends.
Along the Tanwanglu route, coffee in the sports and health zone tends to be more intense and invigorating, matching the area's fast-paced cycling culture. Around the ancient temple area, coffee in the cultural zone is often paired with tea that evokes classical calm and slow-paced elegance, he explains.
The coffee-driven approach is yielding positive results: the town attracted more than 3 million visitors last year, local authorities report.
According to Ye Rongde, the town's Party secretary, the festival represents an important step toward building a national-level tourism resort and strengthening Mentougou's identity as a destination for "slow living" and creative rural development.
