Recently, many travelers on social media have joked about experiencing a curious “Yunnan hangover.” Their bodies may have returned to their desks, but their hearts are still floating on the gentle ripples of Dianchi and Erhai. PowerPoint slides fill their screens, yet their minds drift back to the sunset over Shaxi Ancient Town. Even while replying to messages in work chats, they find themselves longing for Yunnan’s laid-back rhythm—“coffee in one hand, tea in the other.” Some laugh that the moment they leave, they are “about to lose their Yunnan IP.” The body returns, but the heart stays. Online, such travelers are affectionately called “Yunnanese at heart.”

As more and more people become “Yunnanese at Heart,” a new question naturally follows: if their hearts have already stayed in Yunnan, could they stay as well? And what can they do once they arrive?

In recent years, Wang Ning, a deputy to the National People's Congress and Secretary of the CPC Yunnan Provincial Committee, has replied to messages from netizens during China’s annual Two Sessions. His responses have offered fresh perspectives on Yunnan’s development, outlining a path that extends from living in Yunnan, to long-term residence, and ultimately to starting a business.

Tourists cycle along the Erhai Lake Ecological Corridor.Photo by Ding Yiquan

From “Yunnan: A Many-Splendored Life” to “Sojourning in Yunnan”

In 2023, Wang Ning first introduced to netizens the idea of “Yunnan: A Many-Splendored Life.” From the heartwarming journey of Asian elephants migrating north and then returning south, to the springtime rendezvous of black-headed gulls crossing mountains and seas to Kunming; from nature study tours at the red panda manor in Pu’er to the aroma of coffee drifting through the valleys of Xinzhai in Baoshan—Yunnan presents more than just a travel destination. It offers a way of life where both body and mind can truly feel at home.

In 2024, Yunnan continued to deepen this vision. “Beyond the ‘buzz’ of tourism, there should also be the ‘warmth’ of everyday life,” Wang Ning wrote in one of his replies to netizens. He highlighted the needs of both the elderly and children, noting that Yunnan established “Happiness Canteens”, promoting the establishment of “Children’s Homes” in 90 percent of urban and rural communities, and launching the “Xingfuli” employment service platform to better connect workers with job opportunities—so that more people can share in a better life.

In 2025, Yunnan extended a new invitation to the world—“Sojourning in Yunnan.” “This year, I’d like to invite everyone to come and stay in Yunnan,” said Wang Ning, who has taken on the role of the chief ambassador for the “Live in Yunnan” initiative, welcoming more people to this land where life begins with breathtaking landscapes and settles into the warmth of everyday living.

Official data shows that nearly 4 million people chose to stay longer in Yunnan that year. Some spent their days in Haiyan Village by Dianchi Lake, watching sunsets over the water; others went to Tuguachong Village in Qujing in search of a sense of nostalgia; while some rented old courtyard houses in Shaxi Ancient Town, gradually becoming “new Yunnan residents.”

Happy run in Qujing flower sea. Photo provided Yun News.

From “Sojourning in Yunnan” to “Starting a Business”

This year, Yunnan extended an even broader invitation: “Live in Yunnan, start a business, and pursue your dreams.”

In 2025, the number of longstay residents in Yunnan surpassed 5.5 million. Across the province, visitors living in Yunnan and local residents together form a new urban landscape. Even more striking is a growing trend: many of these long-stay visitors are moving beyond simply living here and beginning to start businesses, seeking new opportunities and fresh beginnings in Yunnan.

Yunnan’s opportunities stem from its unique ecological and cultural resources.

Xizhou Linden Centre renovated by American Brian Linden, welcomes visitors from afar. Photo provided by the Publicity Department of CPC Dali Committee.

Its pristine natural environment invites people to slow down and rediscover their dreams—from the rolling sea of clouds over Ailao Mountains, to the ancient tea forests of Jingmai Mountain, and the late-night conversations around a hearth fire that inspire many to rethink their lives and careers.

Its beauty also sparks boundless creativity. Traditional crafts such as Yi Embroidery from Chuxiong, Jianshui Purple Pottery, and Heqing Silverware are gaining new vitality with the participation of young entrepreneurs. The Yi embroidery sector alone has grown into an industry worth about 1 billion yuan, helping increase incomes for more than 60,000 female embroiderers.

Its innovation here breeds booming industries. In just three to four years, the value of Yunnan Coffee has grown from less than 10 billion yuan to nearly 100 billion yuan, with more and more long-stay visitors turning their entrepreneurial dreams into reality in coffee plantations and cafés. 

Its distinctiveness lies in its rich ecological environment, highland specialty agriculture, and gateway location connecting China with South and Southeast Asia—all of which provide a broad stage for entrepreneurs from around the world.

Digital nomads living and working in Anning, Kunming. Photo provided by the Publicity Department of CPC Kunming Committee. 

Stories of New Yunnan Residents

Entrepreneurs from across the country are writing the stories of the “new Yunnan residents.”

Wang Yaou, who spent 20 years working in media in Beijing and Shanghai, eventually chose to settle in Tengchong. There, she purchased a small hot-spring courtyard, shares glimpses of her ideal lifestyle through social media, and has begun building a new venture. “Tengchong has welcomed people like us who choose to live here,” she said. “It has given me a real sense of belonging.”

After completing a cycling tour around Fuxian Lake, a cycling blogger from Guangxi, Yang Liping decided to stay. She opened a cycling hub in Chengjiang and attracted riders from across the country through livestreaming. The local government quick response in improving the cycling environment further strengthened her decision to put down roots in Yuxi.

Coffee specialist Chen Danqi has been deeply engaged in the coffee industry in Menglian County, Pu’er. From technical training and cooperative developmentto building a coffee community for experience, living and entrepreneurship,he has attracted more and more digital nomads to co-create the future here.

On Jingmai Mountain, a young Shanghai blogger “Little Pumpkin” opened a small shop with friends, participating in local development in her own youthful way. “I’ll keep living here in Jingmai Mountain,” she said. “I could stay for a lifetime and never grow tired of it.”

Fengyangyi, Dali. Photo provided Yun News.

In Yunnan, dreams can take root.

From “Yunnanese at Heart” to “New Yunnan residents,” more and more people are finding their life’s path intersecting in Yunnan. Some stay for its breathtaking landscapes, while others put down roots in pursuit of a new way of life—ultimately turning the life they long for into a career they are passionate about.

“Yunnan: A Many-Splendored Life,” where body and mind can find a home.
“Yunnan: A Many-Promised Possibility,” where dreams can take shape.

Today, Yunnan extends a sincere invitation to the world:

Welcome, new residents of Yunnan. Here, those who dare to dream will find the chance to make those dreams real, and those willing to strive will discover a future full of endless opportunities.

Enjoy coffee with snow mountain. Photo provided Yun News. 

Click here to view the Chinese report

(Editors: Doe, Evan)