Ecoffee
 | This article contains promotional content. (June 2025) |
 Ecoffee Chongqing South Road Store | |
Native name | 壹咖啡 |
|---|---|
| Industry | Coffee shop |
| Founded | June 2002 |
| Founders | Yen Wen-shan |
| Headquarters | |
Number of locations | 100+ (2025) |
Area served | Taiwan |
| Products |
|
| Website | www |
Ecoffee (Chinese: 壹咖啡) is a Taiwanese coffeehouse chain established in June 2002 in Taichung, Taiwan. Founded by a husband-and-wife team, Ecoffee expanded quickly through a franchise model throughout the early 2000s.[1] The brand's slogan is "Who says NT$35 can't buy good coffee?".[1]
History
[edit]Ecoffee's first outlet opened in an industrial area of Taichung. By 2003, the company had sparked a trend in Taiwan for affordable, takeaway-style coffee, leading to rapid expansion. Within three years, Ecoffee had established 300 locations across Taiwan.[2]
In 2004, Ecoffee ventured into the Chinese market, opening its first store in Xiamen, Fujian Province. The brand continued to grow, introducing the "Bakery Café" concept in 2005, combining coffee shops with bakeries. In 2007, Ecoffee entered the Singapore market through a partnership with One Two Holding.[3] The company has also received several accolades, including recognition from the Taiwan Chain and Franchise Association for its contributions to the industry.[4]
Legal Dispute with Starbucks
[edit]In October 2006, Starbucks Corporation filed an objection with Taiwan's Intellectual Property Office, claiming that Ecoffee's circular green logo, featuring four steam-like lines, closely resembled Starbucks' own green circular logo, particularly the depiction of hair-like elements.[5]
Ecoffee's general manager, Yen Wen-shan, refuted the claims, stating that the design elements were distinct and that many coffee brands in Taiwan use green-themed logos. He emphasised that Ecoffee had no intention of imitating Starbucks and that the two brands had coexisted in the Taiwanese market for years without issue.[6] Starbucks' Taiwanese affiliate, Uni-President Enterprises Corporation, denied involvement in the legal action, attributing the dispute solely to the U.S.-based Starbucks Corporation. In the end, Starbucks lost the case.[7]
See also
[edit]
References
[edit]- ^ a b 曾憲虹 (2023-05-15). "誰說35元沒有好咖啡？ 開啟平價咖啡風潮的「壹咖啡」". United Daily News (in Chinese (Taiwan)). Retrieved May 30, 2025.
- ^ 謝春滿 (2004-01-08). "顏文山從零出發 壹咖啡五十萬起家 創造億元營收 P.86" (in Chinese (Taiwan)). Business Today. Retrieved May 30, 2025.
- ^ 楊雅民 (2006-10-25). "壹咖啡區域授權 前進東南亞". Liberty Times (in Chinese (Taiwan)). Retrieved May 30, 2025.
- ^ "About Us". Ecoffee (in Chinese (Taiwan)). Retrieved June 4, 2025.
- ^ 楊雅民; 曾慧雯 (2005-02-25). "商標爭議 星巴克卯上壹咖啡". Liberty Times (in Chinese (Taiwan)). Retrieved May 30, 2025.
- ^ 陳昺豪; 區國強 (2005-02-25). "自覺被仿冒 「星巴克」不爽「壹咖啡」". TVBS (in Chinese (Taiwan)). Retrieved May 30, 2025.
- ^ 李御榮 (2007-12-22). "爭商標！星巴克告壹咖啡 敗訴". TVBS (in Chinese (Taiwan)). Retrieved May 30, 2025.