About

The naming of Tiger Brand
In 1970, Mr. Ming-Tong Lin, the founding person named it"Tiger Brand," originating from the Taiwanese phrase"Tiger, leopard, lion, and elephant." In the animal world, the ranking of the tiger is the highest, also signifies majesty and dignity. Tigers are also mobile, smart and responsive. These characteristics of tigers are applied to Tiger Brand, the best rice noodle brand, putting quality, marketing and customers first."Tiger" and"good fortune" are homophonic in Chinese, it’s simple, memorable and blessed. Tiger Brand, this registered trademark was born in 1970.

The initial period of Tiger Brand
In the 1950s, the young man, Mr. Ming-Tong Lin started his career as a salesperson, and often went to various places in Taiwan to do business, especially around the are of Dihua Street in Dadaocheng. In the early stage, Tiger Brand established a deep foundation with the retailers by selling family-sized soy sauce in barrels. At the end of 1950, he started selling PuLi rice noodles, and expanded this business to temple fairs, catering services and restaurants. Trust and recognition developed deeply as word-of-mouth marketing branched out to more major customers. Since then, Tiger Brand has gradually become one of the essential rice dishes in Taiwan

Pioneers in commercialization of rice noodles
The first to introduce the sales of rice noodles to Taiwanese supermarket chains and hypermarkets. Tiger Brand rice noodles entered Dinghoa Shopping Mall, which was located on Zhongxiao East Raod in 1972. This campaign successfully brought Tiger Brand into the era of commercialization. In order to attract more attention, interaction with customers through on-site rice noodle tasting panned out successfully. Puli rice noodles were boiled in a rich and aromatic broth, rice noodles naturally soaked up the essence of the soup, giving it a chewy and irresistible texture. The spirit of Tiger Brand is to let customers enjoy the best quality, building trust and foundation in their heart.

Exports and international trade
During the period between 1960 and 1970, many famous Taiwanese companies
Transitioned from original equipment manufacturing to original design manufacturing. In this golden period, the economic development in Taiwan took the world by surprise. Tiger Brand made its first hit in1972, being the first to export Tiger Brand Puli Rice Noodles to United States. It was the best traditional Taiwanese rice dish for the nostalgic immigrants and students living abroad. In 1980, exports expanded to Japan, Canada, Australia, Hong Kong … etc. Tiger Brand successfully found its way into the world market.

Future vision
The birth of classic rice noodles in 21st century.
In 2008, after the relocation of the factory, innovation by the R&D team, a classic masterpiece of rice noodle was created in Jiaosi, Yilan. The place was carefully selected for its clean environment and naturally carbonated water gushing out from Snow Mountain without any pollution, upholding the traditional rice cooking method, to retain the original fragrance and flavor of rice, this smooth and tender rice noodle has become a new classic in this generation. In the same year, it was certified by HACCP and ISO 22000 for its international food safety regulation. In 2009, Tiger Brand hot spring rice noodle was developed, optimizing the naturally carbonated water, nurturing hot spring Japonica rice, and traditional rice steaming method. This rice noodle is rich in aroma, with smooth chewy texture.