Jin Cha Coffee Cultural and Educational Center Introduction
The iconic local beverage brand in Taiwan, "King Car Beverage," is open for tours in Zhongli! The catchy advertisement tune of "Mr. Brown～Coffee～" surely brings to mind a distinguished gentleman in a white suit, with a thick mustache, holding a cup of coffee in one hand and giving a thumbs up with the other. He is the trademark of Brown Coffee, a subsidiary of King Car Company, and one of the representative brands of canned coffee in Taiwan. King Car Company established a factory in Zhongli District, Taoyuan City in 1979 and introduced "King Car Root Beer," which caught consumers' attention. Subsequently, a coffee production line was set up in the factory to start producing canned coffee, which is now known as Brown Coffee. The image of Mr. Brown has remained unchanged as the trademark mascot; his Westernized appearance symbolizes his roots in Central and South America, aligning perfectly with coffee's primary production areas—this was the original concept behind the trademark design. In May 1982, the first batch of Brown Coffee was launched, achieving a remarkably high market share, and continued to develop different flavors of coffee, providing consumers with more diverse choices. The greenery planning in the Zhongli factory area is quite well done, resembling a large park, and it deviates from the typical stereotypical image of factories, even attracting newlyweds to take wedding photos here.
