Jin Che Coffee Cultural and Educational Center Introduction
The well-known local beverage brand in Taiwan, "King Car Beverages," has opened its doors for tours in Zhongli! Whenever the catchy jingle "Mr. Brown – Coffee –" plays in your ears, it’s likely that the image of the mustachioed Mr. Brown, dressed in a white suit, holding a cup of coffee in one hand and giving a thumbs up with the other, comes to mind. He is the mascot of King Car Company’s Mr. Brown Coffee and one of the representative brands of canned coffee in Taiwan. King Car Company established its factory in Zhongli District, Taoyuan City in 1979 and launched "King Car Malt Root Beer," which caught consumers' attention. Shortly after, they set up a coffee production line in the factory and began producing canned coffee, which is now Mr. Brown Coffee, with Mr. Brown as the unchanging branding icon. His Westernized appearance symbolizes its origins from Central and South America, aligning perfectly with the primary coffee-producing regions, which was the concept behind the initial design of the trademark. In May 1982, the first batch of Mr. Brown Coffee was released, achieving a remarkably high market share, and the company continued to develop and introduce various coffee flavors, providing consumers with more diverse options. The landscaping in the Zhongli factory area is very well-planned, resembling a large park, differing from the typical image of a factory, and even attracting newlyweds to take wedding photos there.
