Charlie Brown Café’s mastermind behind the scenes, Zheng Yuming: Expanding to Taipei in the second half of the year

Reported by Yu Ru You / Special Feature

Originally just organizing an exhibition, they ended up opening Taiwan’s very first Charlie Brown Café! The Charlie Brown Café, which began trial operations on the 18th, had already attracted a large number of inquiries even before its official opening, making it one of the hottest restaurant representatives of the first quarter of 2015. Most people don’t know that the one who brought the Charlie Brown Café to Taiwan is actually a marketing company from southern Taiwan, which first got to know the Charlie Brown headquarters through organizing exhibitions. After a long application process, they finally succeeded in bringing Charlie Brown to Taiwanese soil.


▲ Zheng Yuming, Marketing Director of Charlie Brown Café. (Photo / by reporter Yu Ru You)


Plans to expand to Taipei in the second half of this year, aiming to open 10 branches across Taiwan within 3 years. Zheng Yuming, Marketing Director of Charlie Brown Café, is one of the masterminds behind bringing the café to Taiwan. He initially got in touch with the American Peanuts headquarters because of his love for the Peanuts comics, and arranged the 65th-anniversary exhibition of Charlie Brown. During the exhibition, he came up with the idea of selling drinks near the exhibition area featuring Charlie Brown characters. “It was originally a very simple idea, but because we needed authorization, the discussions with the American headquarters eventually led to the idea of opening a café.”

Through organizing exhibitions, a foundation of trust was built. The American Peanuts headquarters, upon hearing Zheng Yuming’s idea of creating beverages, expressed their desire to find a partner to open a Charlie Brown Café in Taiwan. Zheng then drafted an operational plan and discussed the details with the headquarters, eventually securing the authorization. The first Charlie Brown Café was opened in Kaohsiung, where he grew up. “The entire preparation took about seven months, with every detail requiring multiple rounds of coordination and communication.”


▲ Zheng Yuming, Marketing Director of Charlie Brown Café, says this yellow bus is even larger than many overseas cafés. (Photo / by reporter Yu Ru You)

Admitting that opening a Charlie Brown Café “was really not easy,” Zheng Yuming gave an example: the large chalkboard at the back of the first-floor restaurant—each skin tone of the comic characters had to be printed and matched before being sent to the American headquarters for confirmation. Even the light panels above customers’ heads required meticulous adjustments to ensure the correct colors were displayed when lit. “There were a huge number of tiny details, all aimed at presenting the most authentic version possible.”

Zheng Yuming originally worked in the media industry and had also been at a job recruitment company. Observing the need for more cultural and creative industries in Taiwanese society, he started an advertising and marketing company with partners, working on everything from small brand marketing to events. With a special affection for Peanuts comics, he organized exhibitions, and eventually seized the opportunity to open the Charlie Brown Café. “Every step has been an exploration, but we’ve gradually carved out a unique direction.”

Unlike other Charlie Brown Cafés abroad,Taiwan’s Charlie Brown Café hides thoughtful details in its menu. Four dishes are marked with references to storylines from the comics, and customers can ask staff to explain the stories behind them. It’s also one of the few cafés worldwide where you can enjoy hot food. In addition, by collaborating with local businesses and factories, they’ve launched exclusive Charlie Brown-themed merchandise. This is Zheng Yuming’s dedication to the local consumers—bringing in an international brand while integrating it into the needs of local life, ensuring sustainable growth.

 %The Charlie Brown Café experienced a huge turnout on the first day of its trial operation on the 18th.

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