Taoyuan Tourism

As an old, local beverage brand in Taiwan, King Car now has opened its Zhongli plant to the public! Whenever the well-known commercial song “Mr. Brown~ Coffee” is heard, everyone must have a figure emerge in their minds: Mr. Brown, a man with thick beard, wearing a white suit, with one hand holding a cup of coffee and the other with his thumb up. He is the trademark of Brown’s Coffee under King Car Industrial Co., and also one of the representative brands in Taiwan’s canned coffee industry.

King Car Industrial Co. set up a factory in Zhongli District, Taoyuan in 1979 and launched “King Car Root Beer” to catch consumers’ attention. Soon, they set up their coffee production line in the factory to produce canned coffee, which is today’s Mr. Brown Coffee. Ever since, the image of Mr. Brown has been a constant trademark. Mr. Brown’s foreign appearance symbolizes its origin in Central and South America, which also is the origin of coffee. With the same concept, this is also why King Car designed its logo in the first place. 

In May 1982, the first batch of Mr. Brown Coffee was introduced to the market and it hit a very high market share. King Car continues to research and develop different flavored coffees for consumers to have more options. Zhongli Plant has well-developed greening plan which makes it look like a huge park. Because of its difference from a typical factory, Zhongli Plant even attracts new couples to do their wedding photos here. In order to promote food safety in products and enhance the brand image, the factory is now open for groups or schools to visit. Visitors can visit the hallway that is constructed to show their coffee production line, and understand how the famous Mr. Brown Coffee is made, what countries the coffee beans are from, how the coffee are filled and such knowledge. Visitation with a guided tour is free but by appointment only. The King Car Coffee Education Hall is a great destination for educational field trips. Want to take a picture with Mr. Brown? Want to know the process of making Mr. Brown, Mini-Oligowater, Yogo Fresh, and Pocari Sweat? We welcome you to call us and make an appointment to visit!