King Car Coffee Cultural Museum Introduction
The well-known local beverage brand in Taiwan, "King Car Beverage," has opened for visits in Zhongli! Whenever the familiar jingle of "Mr. Brown Coffee" plays, it surely brings to mind an image of a man in a white suit, sporting a thick mustache, holding a cup of coffee in one hand and giving a thumbs up with the other. He is the trademark of Mr. Brown Coffee under King Car Company and one of the representative brands of canned coffee in Taiwan. Founded in 1979 in the Zhongli District of Taoyuan City, King Car drew consumer attention with the introduction of "King Car Root Beer" and subsequently set up a coffee production line within the factory, starting the production of canned coffee, now known as Mr. Brown Coffee. The image of Mr. Brown, with his Westernized appearance, symbolizes the brand's roots in Central and South America, aligning perfectly with coffee’s primary production regions, which was the concept behind the original design of the trademark. In May 1982, the first batch of Mr. Brown Coffee was launched, achieving a high market share and continuously developing new flavors of coffee, providing consumers with a wider variety of choices. The greenery planning in the Zhongli factory area is quite well-developed, resembling a large park, which stands in stark contrast to the typical rigid impressions of factories, even attracting newlyweds to take wedding photos in this picturesque setting.
