 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 |
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| Website | www |
Ecoffee (Chinese:壹咖啡) is aTaiwanesecoffeehouse chain established in June 2002 inTaichung, Taiwan. Founded by a husband-and-wife team, Ecoffee expanded through a franchise model throughout the early 2000s.[1] The brand's slogan is "Who saysNT$35 can't buy good coffee?".[1]
Ecoffee's first outlet opened in an industrial area ofTaichung. Within three years, Ecoffee had established 300 locations across Taiwan.[2]
In 2004, Ecoffee ventured into the Chinese market, opening its first store inXiamen,Fujian Province. The brand continued to grow, introducing the "Bakery Café" concept in 2005, combining coffee shops with bakeries. In 2007, Ecoffee entered theSingapore market through a partnership with One Two Holding.[3] The company has also recognition from the Taiwan Chain and Franchise Association for its contributions to the industry.[4]
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]
