Author(s)

Yushi Yin, Yundi Zhang, Ci Wang, Yuejia Li^*

College of Tropical Crops, Yunnan Agricultural University, Pu’er, China.

Objective: Under the background of rural revitalization and synergistic development of culture and economy, the cultural empowerment path of characteristic agricultural brand building has become a key proposition. This study takes Pu’er City, the core coffee producing area in China, as an object and focuses on the real dilemmas such as ambiguous positioning, insufficient industrial synergy, and lack of quality control in the brand building of coffee estates. A mixed research method is adopted: the ethnic cultural resources data of six typical estates are obtained through field surveys, and 215 valid questionnaires are quantitatively analyzed in combination with the consumer behavior model. The study found that the cultural elements of border ethnic minorities can realize brand empowerment through the triple path of “symbol translation - experience value-added - digital dissemination”, and its mechanism of action is as follows: 1) Ethnic minority cultures can promote the brand construction of coffee estates, and visual symbols such as ethnic costumes and architecture can enhance brand recognition. 2) The integration of ethnic culture experience can enhance consumers’ willingness to pay. 3) Innovative online marketing expands the radius of cultural perception. Accordingly, the synergistic optimization strategy of “decoding cultural genes and building digital ecology” is proposed in the hope that it can provide a replicable theoretical paradigm and practical reference for the branding of special industries in similar regions.

Brand Building, Coffee Estate, Ethnic Minority Culture

Yin, Y. , Zhang, Y. , Wang, C. and Li, Y. (2025) Research on Minority Culture Enabling the Brand Building of Coffee Estates in Pu’er City—Teaching Practice Based on Internet Marketing Course. Open Journal of Business and Management, 13, 2393-2409. doi: 10.4236/ojbm.2025.134123.