Taiwan coffee is red and coffee beans are harvested.

After November every year, it is the coffee bean season in Alishan.

From November to April, each coffee tree can harvest coffee beans about four times. As long as the coffee fruit on the tree becomes bright red, it will be picked off, peeled and processed through a series of procedures, and finally baked into a grain of exotic coffee beans.

In the eyes of the world's top coffee players, Alishan is a sacred place, where the amount of coffee produced is small, but coffee beans are very famous. In particular, in the past few years, Alishan coffee beans participated in the competition of "American Fine Coffee (SCAA,Specialty Coffee Association of America, the most important professional coffee organization in the world)" and won the 11th place among more than 300 contestants, proving that the quality of Taiwan coffee beans is as good as that of other major coffee bean producing regions in the world.

In 1880, the British brought coffee to Taiwan. After more than 100 years, Taiwan has had little visibility on the world coffee map, and coffee beans have not been Taiwan's main cash crop.

But what is interesting is that Taiwan's coffee consumption has been growing year after year over the past decade or so.

According to industry and official statistics, Taiwan imported 6800 metric tons of coffee beans in 2001 and increased to 25, 000 metric tons in 2010. Taiwan already has the highest population density of coffee in the world, drinking at least NT $35 billion of coffee every year, but the annual output of coffee beans produced in Taiwan is only about 1000 metric tons.

Coffee is already an extremely difficult symbol and totem in Taiwan. Our desire for coffee has long depended on imported coffee beans, but Taiwan coffee carries a lot of weight in the eyes of coffee players around the world. However, the vast majority of people obviously know little about the quality of coffee in Taiwan. The local coffee boom that has sprung up in recent years has made Taiwan's coffee beans in short supply and available in exotic goods, and some unscrupulous businessmen have even passed them off as imported coffee beans.

Just as French red wine means more than just agricultural products to France, coffee beans are by no means just a raw material to Taiwan.

Coffee beans represent the output and influence of a style of life. The main consumers of red wine and coffee are a group of people with relatively high socio-economic status and knowledge on the planet. These people also tend to be like the most influential media in every society, but also the makers of the taste of life.

Over the years, there has been constant discussion about how to manage Taiwan's brand and cultural and creative industries. Perhaps the answers to these questions can be found on coffee beans. When Taiwan has become a land that knows and loves coffee the most, is it also a brand image that cannot be changed?