Coffee sellers discover opportunity, sense of community in a small Zhejiang village

Despite the challenges brought by the COVID-19 pandemic in recent years, government initiatives such as media exposures and client visits have benefited businessperson such as Xie in Luxiaxu.

"The local community and government care about everyone's businesses and organizes events such as rural coffee festivals and related markets to attract more visitors," he added.

Apart from government support, a stronger sense of belonging emanates from the warmth of rural life, Xie said.