"3A Coffee" was established in a small suite near National Dong Hwa University in Shoufeng Township, Hualien County, Taiwan, with a dedication to promoting specialty coffee. The reason for naming it "3A" is that the suite I initially rented had the number 3A. I roasted beans and brewed coffee by myself in this small suite, offering the freshest specialty coffee every day. Although I accumulated many loyal customers, it was still challenging to cover the high operating costs relying solely on these regulars.

I used a small 500g coffee roaster, and to maintain the freshness of the beans, I only purchased a small amount of green beans at a time. While this ensured that the beans were sold in their best condition, it also resulted in relatively high costs. Adding water, electricity, and labor costs, even with a higher selling price compared to convenience store coffee, it was difficult to break even.

The idea of transitioning came because I couldn't compete with convenience stores in the rural area of Hualien. I chose coffee because the first time I had delicious coffee was at an old coffee shop in Nagoya. That experience deeply attracted me and made me fall in love with Japanese-style dark roasted coffee. Later, while studying at university in Hualien, I tasted that flavor again and decided to learn the art of coffee. After a long period of learning, I deeply realized the depth of coffee roasting and brewing techniques, and I considered coffee to be an art.

After the transition, I was fortunate to receive support from my friend Isaac, and we decided to try e-commerce. Isaac is also a barista, specializing in European-style ultra-light roasted coffee, which is different from my training in Japanese-style heavy roasted coffee. Although our styles differ, we both share a common goal of providing fresh specialty coffee.

We chose to maintain the original model of purchasing only a small amount of green beans to ensure that every cup of coffee is the freshest. To allow customers to taste a variety of specialty coffees, we continuously experiment with different roasting methods to find the optimal roast level for each type of bean. Then, we conduct cupping sessions to determine the best brewing method and offer these coffees at affordable prices.

"3A Coffee" has always been the starting point of my dreams. I am very grateful to my friends who enjoy my coffee, my mentor, and Isaac, who breathed new life into "3A Coffee."