Yongzhi Farm

Yongzhi Farm, also known as Huli Coffee, is locatedin Yaqian Village, Yuangezhuang Subdistrict, Laishan District, Yantai City, Shandong Province,with one boss and one address. Fresh fruits depend on the season, but coffee is available every day.

"Pear blossoms are pale white, willows deep green; when willow catkins fly, flowers fill the city." In Yaqian Village, Yuangezhuang Subdistrict, Laishan District, Yantai City, Shandong Province, there is such a farm where the fragrance of pear blossoms blends with that of coffee, and the white pointed-door entrance complements the red-tiled, white-walled buildings. This is Yongzhi Farm, established in 2000 after Korean-Chinese returnee Zhang Zhongzhi invested back in his home country. Today, the farm is managed by his two sons, Zhang Houbin and Zhang Houli.

Planting high-end pears

Before 2015, Yongzhi Farm was not what it is today. The transformation from a traditional farming operation to “a café hidden within a pear orchard” was largely driven by the second-generation overseas Chinese, Zhang Houbin.

Born in South Korea, Zhang Houbin extensively studied farm operations, hotel management, and winery operations abroad. After completing his studies and returning to China, he applied this knowledge to his family’s farm. Zhang Houbin said, “Many young people are reluctant to get involved in agriculture and want to leave the countryside. But in fact, China’s rural economy has huge potential for development and great opportunities.”

After taking over the farm in 2015, Zhang Houbin leveraged the contrast between rural and urban life and the combination of local crops and coffee, along with iconic architectural design, to create an “agriculture + coffee + tourism” development model. Zhang Houbin stated, “Starting in 2018, we grafted high-end varieties such as Qiuyue (Autumn Moon) pears and Nanshui pears. These fruits are plump and have a crisp texture. With strict quality control by professional technicians, top-quality Qiuyue pears once sold for as much as 15 yuan per half kilogram.”

September is the busiest month of the year for Zhang Houbin. In golden autumn, the Qiuyue pears ripen. At Yongzhi Farm, the branches of pear trees are weighed down with plump fruit. Zhang Houbin said, “The longer the pears stay on the tree, and the more sunlight they get, the sweeter they become. Yongzhi Farm primarily sells pears at retail, targeting the mid- to high-end market, and in recent years, we've sold them across the country. After harvesting, we ship the pears out by express delivery as soon as possible to ensure freshness. Thanks to years of word-of-mouth reputation, ‘Yongzhi Pears’ have gradually become synonymous with premium-quality Qiuyue pears.”

In 2019, to give back to the fertile land of Yuangezhuang, Yongzhi Farm held a charitable donation event, donating over 1,600 pounds of Qiuyue pears to Yuangezhuang Junior High School. “Is this enough? Let’s pack some more, I’m worried it won’t be enough,” Zhang Houbin repeatedly confirmed with the school’s logistics teacher, loading basket after basket of pears onto the truck. In the blink of an eye, 20 baskets weighing over 800 pounds filled up the trunk.

In Zhang Houbin’s view, producing the best products, building a model farm, remembering one’s roots, giving back to society, and helping build beautiful rural communities are the founding mission and purpose of Yongzhi Farm. “Seeing the sweet smiles on the children’s faces as they eat the pears makes me feel warm inside,” he said.

Enjoy a Good Cup of Coffee

Huli Coffee at Yongzhi Farm is the first brand created by Zhang Houbin and his elder brother Zhang Houli. In 2015, Zhang Houbin converted a 70-square-meter farm warehouse into the Huli Coffee storefront, featuring floor-to-ceiling windows that blend nature with architecture. Huli Coffee values simplicity, which reflects Zhang Houbin’s design philosophy of “following nature and going with the flow.”

During the renovation process, the old buildings were preserved as they were, while new constructions used fair-faced concrete and large areas of glass. Customers sitting in the café can enjoy views of the pear orchard to the east, the large ginkgo tree in the yard, and the distant, rolling mountain peaks. The landscape seeps through the gaps in the building while also blurring the boundaries between structures of different eras, seamlessly integrating the café with the farm.

Zhang Houbin and designer Li Xiaosi reached a consensus on design concepts, allowing Huli Coffee to shine with both heritage and innovation. Wooden beams salvaged from the old western house became the best materials for roof repairs; stones excavated during demolition were naturally stacked within the Huli Coffee premises; the exposed stone walls revealed when windows were removed were preserved to highlight the space’s spontaneity; and renovated old wooden floorboards were turned into chair backs, combining with concrete seats via a plug-in design.

Aside from its richly layered interior design, the uniquely named coffee is another highlight. “Pear Blossoms in Yaqian,” “Sun-Drenched Mountain Roads,” “The Most Enchanting Yuangezhuang”... Rich coffee paired with local village names attracted many visitors with its distinctive naming style.

Zhang Houbin explained, “Every April, the pear blossoms are in full bloom in Yaqian Village. The ‘Pear Blossoms in Yaqian’ coffee is based on washed Panamanian Geisha beans, enhancing the jasmine floral and lemon sugar notes unique to Ethiopian heirloom varieties. It has a bright acidity, smooth body, and offers a unique black tea-like sensation. Huli Coffee roasts its own imported beans—my brother handles that part. In addition to supplying our own café, the roasted beans are also available for sale on the market.”

Experience Refined Culture

Beyond pears and coffee, Yongzhi Farm also plans seasonal flower displays, popularizing activities such as “rapeseed flower check-ins,” “sunflower check-ins,” and “hibiscus check-ins.” On mobile internet platforms, Yongzhi Farm has received widespread praise. “A hidden getaway farm in Yantai’s Laishan,” “On a sunny day, you can take photos of big sunflowers with blue skies and white clouds,” “There’s a large outdoor courtyard and a rose-covered wall, allowing you to escape the hustle and bustle of the city and enjoy peaceful moments here...”

In 2020, Yongzhi Farm underwent architectural upgrades. Since then, Zhang Houbin has made full use of the farm space’s artistic qualities by hosting multiple cultural and art exhibitions, bringing a unique cultural atmosphere to the countryside.

Zhang Houbin said, “The sculpture exhibition series ‘Pandora’s Hope’ by artist Bi Xianglong was the first art show held at Yongzhi Farm. The works mainly consist of sculptures cast and assembled from scrap metal and wood, featuring a strong mechanical and natural aesthetic. We integrated the works with the farm environment—for example, placing ‘Walking Grass’ at the farm entrance, where the three-pronged stump echoes the pear orchard and attracts visitors to stop and admire.”

“The architecture, environment, events, and products of Yongzhi Farm are all unlike traditional agritourism farms. Urban and rural elements are perfectly combined here, attracting more city dwellers to the countryside to experience the collision of nature and urban culture,” Zhang Houbin said. “Here, agriculture is no longer just a traditional planting industry. We are movers of agricultural products, promoting more and better local produce to a broader consumer base.”

New models of agritourism farms like Yongzhi have boosted tourism in Yaqian Village and have also encouraged those who originally planned to work elsewhere to stay in the countryside. With the rise of various industries, nearly a quarter of villagers now choose to “work from home.” Zhang Houbin said, “Many nearby villagers work at Yongzhi Farm. They are hardworking, friendly, and we’ve even had college graduates join us. Every year, the farm sends employees to Beijing, Shanghai, South Korea, and other places for training in coffee-making and advanced management systems. Although we’re located in the countryside, the management of the farm still aims to match international standards.”