Located along the Huadong Valley Highway (Provincial Highway No. 9), the “Xin Yuan Chang Black Tea Cultural Industry Museum” covers an area of approximately 1,000 ping. Mr. Wen Zeng-Kun, honored as the “Father of Taitung Tea,” introduced Assam tea cultivation to Taitung in 1966. In 1971, he established the region’s first tea factory, “Xin Yuan Chang Tea Factory,” in Yong’an Village, Luye Township. The second generation, Mr. Wen Ji-Fang, took over the business and developed the highly popular “Honey Black Tea,” which became a best-selling product. Over the years, Xin Yuan Chang has remained a leader in Taitung’s black tea industry.
Introduction
In 2021, the third generation, Wen Qing-Wei and Wen Qing-Yu, returned home to continue the family legacy. Together, they established the “Xin Yuan Chang Black Tea Cultural Industry Museum” and expanded into a wide range of Red Oolong products, including loose-leaf tea, tea bags, tea pastries, dried tofu, mille-feuille crisps, popcorn, cold brew tea, and wheel cakes—all of which are popular among visitors. The brand has been recognized as a “Red Oolong Demonstration Store of Taitung County” and obtained ISO 22000 certification in 2023. Beyond Taiwan, the company is actively expanding into international markets with diversified Red Oolong products.
Luye, Taitung, is known as the birthplace of Red Oolong tea. Its production process combines elements of both oolong and black tea. Through repeated resting and stirring, the tea compounds are transformed, followed by rolling with black tea machinery to break the leaf surface. After fermentation, the tea is further rolled and dried to complete the process. Red Oolong is characterized by heavy fermentation and roasting, resulting in a smooth taste with fruity notes and lower caffeine content, suitable for both hot and cold brewing.
Features of Agricultural Tourism
Tea
Through thoughtful space design and landscape enhancement, the site offers a variety of tea-related experiences, such as tea ceremony activities and tea discovery tours.
With certified carbon footprint for Red Oolong tea, the museum actively collaborates with local communities, experiential shops, and homestays, allowing visitors to fully immerse themselves in the rich culture of Red Oolong during their stay in Luye.
The museum also offers guided tours tailored for families. Visitors can closely observe and even touch large historical tea-rolling machines, as well as witness the unique “infrared hot air withering” process. By integrating traditional and modern technologies, Xin Yuan Chang creates Red Oolong tea with distinctive and exceptional flavor.
Information
TEL
+886- 89-551016
Address
No. 451, Yong’an Rd., Luye Township, Taitung County 955001, Taiwan (R.O.C.)
