An Elder’s Persistence: Arabica Beans from Alishan Become the Rubies of Chiayi City

Reported and photographed by You… / Chiayi

The coffee grown by the elder from Alishan offers a unique flavor when enjoyed at the foot of the mountain. Located at the southernmost tip of Alishan...“Zhuwu Mountain”is one of the most challenging terrains for farming. After years of tea cultivation, the land was transformed—ending its high mountain tea brand and switching to Taiwanese coffee. Through the marketing efforts of local youth, it has become a famous high-mountain café in downtown Chiayi. Xu Dingye, the son of the elder and owner of “Zhuwu Coffee,” says it all started with his father’s persistence.


▲ Coffee from Alishan boasts a rich and smooth taste.

“Zhuwu Mountain” is the southernmost administrative area of Alishan, bordering Nama Township in Kaohsiung County. This region is difficult for farming, yet tea cultivation here supported three generations of the elder’s family. Over 20 years ago, when four hectares of land were converted to tea trees, “Zhuwu Mountain High Mountain Tea” became a well-known local product. But as the Alishan tea market became saturated, after research, the elder decided to stop tea farming and switch to growing Taiwanese coffee on organic land.

In 2004, coffee beans were officially planted in the mountains, making them among the earliest coffee plantations in Alishan. Xu Dingye said that early sales were not ideal—the beans didn’t sell for two or three consecutive years. But through continuous R&D and improvements, and to support his father’s transition, Xu opened the first café in downtown Chiayi in 2007. In addition to offering beans grown by his father on the mountain, he also introduced coffee culture to Chiayi. “Back then, not many people drank coffee—we could only try to promote it.”


▲ Xu Dingye, the elder’s son, is the owner of “Zhuwu Coffee” in downtown Chiayi.


▲% Muscular white course Qi coffee shop interior environment.


In 2010, it was selected as a featured gift item of Chiayi County. “Zhuwu Mountain Coffee” won second place in the Taiwan Coffee Competition in 2011 and first prize in 2012. These awards helped build the reputation of “the elder’s” coffee and brought attention to Xu Dingye’s café. “Taiwan-grown coffee beans are more expensive—about five times the price of imported ones.” Because of the difficulty of farming on the mountain and high labor costs, these Taiwanese highland coffee beans are quite rare, thus nicknamed a string of “rubies.”
 
“Zhuwu Coffee” is located in downtown Chiayi. The two-story shop is filled with various green beans and coffee equipment. The rich aroma of coffee greets visitors as they enter. The Zhuwu Mountain Coffee from Alishan has a mellow and smooth taste, with a clear and strong aroma. Different processing methods bring out unique flavors and aftertastes. Just like the commitment to high-mountain Taiwanese produce, it is decisive, resilient, and full of strong character.

%Jia coffee also has a rustic charm, offering tasting sessions for guests interested in experiencing it.


Zhuwu Coffee
Address: No. 194, Minsheng North Road, Chiayi City
Phone: (05)2225896
Business Hours: Monday–Saturday 8:00–19:00; Sunday 8:00–17:00