China's countryside is seeing a boom in trendy, Instagram-worthy coffee shops as urbanites like Asa Jin seek out picturesque spots for their caffeine fix and social media snaps. But with many cafes banking on novelty and aesthetics rather than repeat business, some wonder if this rural coffee wave has staying power—or if it’s just a fleeting fad.

Editor’s Note: This isn’t just about coffee—it’s a snapshot of how China’s shifting consumer habits and social media culture are reshaping rural economies. If these cafes can’t pivot from being photo ops to sustainable businesses, the buzz might fizzle out fast. But for now, they’re cashing in on the demand for experiences over espresso.