When garlic meets coffee四川90后小伙创立“大蒜咖啡”, 一年卖出7万多杯
A dark green car, a full set of coffee-
making equipment, an eye-catching
"Coffee + Garlic" sign. This is the
"Garlic Coffee" created by Dai Chao
and his team.
一辆墨绿色的小汽车,背后藏着一整套制作咖啡的设备,“Coffee+大蒜”的招牌格外引人注目。这便是戴超带领团队创新的“大蒜咖啡”。
"The garlic coffee has been popular
and we sell over 70,000 cups each
year," said Dai Chao, the general
manager of Chengdu Youth CSA
Community.
“我们的大蒜咖啡一经推出就热度不减,目前我们主要有两个固定点位和一个移动咖啡车销售,每年能卖出7万多杯。”成都市榜样青年CSA社区总经理戴超介绍。
当地特产+特殊技艺
“大蒜咖啡”火起来有秘密武器
Garlic, a commonly used household
spice known for its strong and
pungent flavor, and coffee, a globally
popular drink in urban life. What kind
of fascinating chemical reaction will
occur when these two are combined?
大蒜,家庭常用的味道浓郁辛辣的调味品;咖啡,风靡世界的都市饮品。这两者结合会产生怎样奇妙的化学反应?
The birthplace of "Garlic Coffee" is
Gaoshan Village in Wenjiang District,
Chengdu, Sichuan. In a coffee shop
under a parasol tree, the barista
follows steps such as grinding,
tamping, extracting, frothing milk,
and creating latte art, finally
sprinkling a thin layer of minced
garlic on top to complete the garlic
coffee.
四川省成都市温江区高山村便是“大蒜咖啡”的诞生地。在梧桐树下的咖啡店中,咖啡师通过研磨、布粉、压粉,萃取、打奶泡、拉花等步骤,最后在表面撒上一层薄薄的蒜末点缀,制作一杯大蒜咖啡便大功告成。
"It doesn’t taste spicy at all," "It
actually tastes more like garlic flavor,"
and "There’s no aftertaste of garlic in
my mouth," are some common
impressions from customers who
have tried the "Garlic Coffee." In
response, Dai Chao revealed that
"Garlic Coffee" is not simply about
adding garlic to coffee but involves
a unique process protected by
intellectual property.
“喝起来完全没有辛辣味”“反而更像蒜香味道”“喝完后嘴巴没有异味”,很多品尝过“大蒜咖啡”的顾客都有这样的印象。对此,戴超揭秘,“大蒜咖啡”不是简单地将两者做加法,而是运用了有知识产权的独特工艺。
"We discovered that garlic leaves an
aftertaste in the mouth mainly due to
sulfur compounds. So, we applied a
desulfurization process to create
garlic liquid. After removing the
sulfur compounds, we preserved the
unique garlic aroma while cleverly
eliminating the pungent taste," Dai
Chao explained.
“我们研究发现,大蒜会在口腔中留下异味,主要是因为其中的硫化物,于是我们就采用了脱硫工艺制取大蒜液。硫化物去除以后,既保留了独特蒜香,又巧妙去除了刺激性味道。”戴超说。
"The main reason behind this garlic-
coffee combination is that there are
many similar cross-industry examples
in other countries, plus coffee is a
high-frequency beverage consumed
by young people today, so this
combination naturally emerged. Our
garlic coffee has not only boosted the
sales of Wenjiang garlic but also
created a certain brand effect," Dai
Chao said.
“主要是因为大蒜的跨界结合在其他国家有不少值得借鉴的先例,加上咖啡又是当代年轻人高频消费的饮料,就产生了这一组合。我们的大蒜咖啡除了因为原材料方面带动了温江大蒜销售,也产生了一定品牌效应。”戴超说。
从国际投行到乡村“小院”
打造出自己向往的“诗与远方”
The soil in which "Garlic Coffee" was
born is the "small courtyard economy"
that Dai Chao has been exploring, and
it also hides the dream of this young
man who transitioned from urban
investment banking to rural life.
“大蒜咖啡”诞生的土壤,是戴超摸索打造的小院经济,也藏着这位从城市投行到乡村“小院”的年轻人的诗与远方。
"I used to work for an international
investment bank with a good income,
but I occasionally came across some
rural projects in my work. Since I had
always longed for rural life, I became
increasingly eager to try it and create
my own version of poetry and a distant
future," said Dai Chao.
“我之前就职于国际投行,有着不错的收入,但在工作中,我时不时接触到一些乡村的项目,加上从小就向往乡村生活,我也越发想去试试,打造属于自己的诗与远方。”戴超说。
In 2020, Dai Chao took over a rural
courtyard in Chengdu. Through online
promotion and leveraging professional
knowledge learned from investment
banking, he successfully turned the
business from loss to profit. After
that, he went on to create six more
courtyards around Chengdu, all of
which achieved good business results.
2020年,戴超接手了成都一家乡村院子,通过线上推广引流,运用从投行学到的专业知识,顺利扭亏为盈。此后,他又在成都周边陆续打造了6个院子,均取得了不错的经营成绩。
"I wanted to take it a step further,
break through the single courtyard
economy, and create a community
platform that incubates the courtyard
economy. That's how the Chengdu
Youth CSA Community came into
being," said Dai Chao. "Garlic Coffee"
is actually just a small part of their
community platform’s effort to
incubate the courtyard economy.
Now, the community has gradually
attracted young creators who are all
passionate about rural life and have
launched their own entrepreneurial
projects.
“我当时想更进一步,突破单个的院子经济,打造一个孵化院子经济的社区平台,于是就有了成都榜样青年CSA社区。”戴超表示,“大蒜咖啡”其实只是他们社区平台孵化院子经济的一个缩影。现在,该社区已陆续有青年创客加入,从事美学设计的王莉莉、在云南做法餐的“老外”小松、年轻书法家小艾等一批热爱乡村的年轻人先后来此启动创业项目。
Dai Chao also encourages young
people to find what they love in the
countryside. "As long as you find
what you truly love, results will
definitely come."
戴超也鼓励年轻人到乡村找到自己热爱的事情。“只要找到自己真正热爱的事情,就一定会有结果。”
来源 Source | 四川国际传播中心
排版 Typesetting | 赵术君
审核校对 Senior Editor | 陈倩
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