Jin-cha Coffee Cultural and Educational Center Introduction
The well-established local beverage brand "King Car Beverage" is open for visits in Zhongli! Whenever the familiar jingle of "Mr. Brown Coffee" plays in our ears, the image of a man in a white suit with a thick mustache, holding a coffee cup in one hand and giving a thumbs-up with the other, immediately comes to mind. He is Mr. Brown, the trademark of King Car's Brown Coffee, and one of the representative brands of canned coffee in Taiwan. King Car Company established a factory in Zhongli District, Taoyuan City in 1979, launching "King Car Root Beer," which attracted consumers' attention. Later, they set up a coffee production line in the factory, beginning the production of canned coffee, known today as Brown Coffee, with Mr. Brown as the consistent trademark image since then. Mr. Brown's Westernized appearance symbolizes its roots in Central and South America, aligning perfectly with the coffee's production areas, which was also the concept behind King Car's initial trademark design. In May 1982, the first batch of Brown Coffee was launched, achieving a very high market share, and continued to develop different flavors of coffee to provide consumers with more diverse options. The greening plan within the Zhongli factory area is quite impressive, resembling a large park, which differs from the stereotypical image of factories, even attracting newlyweds to take wedding photos here. In order to promote a safe and reliable beverage brand, the factory is currently open for school group visits, where visitors can tour the coffee production line corridor to learn about how the famous Brown Coffee is made, from which countries the coffee beans are imported, how the coffee is filled, and other knowledge. The visits require a reservation for free guided tours, making it an educational outdoor teaching venue. Would you like to take a photo with the enthusiastic Mr. Brown? Curious about the production process of Brown Coffee, Orido water, Jienlao, and Pocari Sweat? Feel free to call to make a reservation for a visit!
