Golden Horse Coffee Cultural Museum Introduction
The famous Taiwanese beverage brand "King Car Beverage" is now open for visits in Zhongli! Whenever the familiar jingle of "Mr. Brown Coffee" resonates in our ears, we can’t help but picture the Uncle Brown 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 King Car Corporation’s Brown Coffee and is one of the representative brands of canned coffee in Taiwan. King Car Corporation established a factory in Zhongli District, Taoyuan City in 1979 and launched "King Car Root Beer," which caught consumers' attention. Subsequently, a coffee production line was set up in the factory, starting the production of canned coffee, known today as Brown Coffee, with Uncle Brown as its unchanging trademark image. His Westernized appearance symbolizes his origins from Central and South America, aligning perfectly with the coffee-producing regions, which was the initial concept behind the trademark design. In May 1982, the first batch of Brown Coffee hit the market, achieving a remarkably high market share and continuing to develop and introduce different flavors of coffee, providing consumers with more diverse choices. The greenery in Zhongli's factory area is well-planned, resembling a large park, contrasting with the stereotypical image of factories, even attracting newlyweds to take wedding photos here. To promote a safe and reliable beverage brand, the factory is currently open for school group visits. Visitors can walk through the coffee production line corridor in the factory to learn about how the famous Brown Coffee is made, where the coffee beans are imported from, how the coffee is filled, among other knowledge. The tours are by appointment and offer free guided introductions, making it an educational outdoor teaching location. Want to take a photo with the enthusiastic Uncle Brown? Curious about the production processes of Brown Coffee, Olibo Water, Jianlao, or Pocari Sweat? Feel free to call to make an appointment for a visit!
