Jin Cha Coffee Cultural Center Introduction
Taiwan's well-known beverage brand "King Car Beverages" is now open for visits in Zhongli! Whenever the catchy advertisement jingle of "Mr. Brown Coffee" plays in our ears, it surely conjures up the 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 figure of King Car's Brown Coffee and one of the representative brands of canned coffee in Taiwan. King Car was established in 1979 in Zhongli District, Taoyuan City, and it gained consumer attention with the launch of "King Car Root Beer." Subsequently, a coffee production line was set up in the factory, beginning the production of canned coffee, which is now known as Brown Coffee. Mr. Brown's Westernized appearance symbolizes its roots in Central and South America, which coincides with major coffee-producing regions—a concept that influenced the initial design of the trademark. In May 1982, the first batch of Brown Coffee launched, achieving a high market share right from the start, and the company has continued to develop and introduce various flavors of coffee to offer consumers more diverse choices. The green space planning within the Zhongli factory area is quite well-designed, resembling a large park, which distinctly contrasts with the typical image of a factory, even attracting newlyweds looking for picturesque locations for their wedding photos. To promote a reliable beverage brand, the factory currently opens for school groups to visit. Visitors can explore the coffee production line and learn about how the famous Brown Coffee is made, from which countries the coffee beans are imported, to how the coffee is packaged, among other insights. The tours require advance reservations and are offered with free guided introductions, making it an educational outdoor learning venue. Would you like to take a photo with the enthusiastic Mr. Brown? Want to know more about the production process of Brown Coffee, O'Right Water, JIAN LAO, and POWERade? Feel free to call and make a reservation for a visit!
