TAIPEI (Taiwan News) – A Taiwan tire company heir has transformed a company guardhouse into a stylish and sustainable coffee shop, combining his passion for fitness with a commitment to environmental responsibility.
Hoky Wu (吳博雄), the third-generation heir of Tong Ta Rubber, a local tire firm, has transformed a company guardhouse into a trendy coffee shop, defying expectations and capturing the hearts of coffee lovers and social media users alike.
Located near Fu Jen University MRT station, “Xuming Coffee” (續命咖啡) opened its doors on Aug. 5. The store’s blend of industrial chic and environmental consciousness, coupled with Wu’s charismatic personality, has quickly propelled it to internet fame.
The name “xuming” is Chinese for "life extending," reflecting the 32-year-old's intention to offer his customers an energy boost. Beyond the coffee's taste, Wu aims to create a revitalizing experience for patrons.
Wu is the sole male heir of the tire company and his previous ventures, including a muscle calendar, have already garnered attention. However, the coffee shop has taken his popularity to new heights, earning him the title of “Heartthrob Boss” and drawing a dedicated female following.
Beyond the allure of the owner, the coffee shop is a platform for promoting environmental sustainability. The shop's decor incorporates recycled tire materials, from the walls to the menu, aligning with the company's commitment to retreading tires. Wu hoped to raise awareness about the environmental benefits of retreading while offering a unique coffee experience.
The coffee shop's unconventional setting and Wu’s muscular physique have created a buzz, attracting customers who are curious about the unusual combination. However, Wu emphasizes the quality of the coffee, which he has meticulously crafted based on his experience in the coffee industry.
Wu's journey from tire heir to coffee shop owner has not been without its challenges. His parents were initially skeptical of his entrepreneurial ambitions. However, Wu’s determination and creativity have transformed the family business into a multi-faceted brand.
Social media has played a crucial role in the coffee shop's success. A chance encounter with a blogger while working at his sister’s cafe led to a fruitful collaboration, propelling Xuming Coffee into the spotlight.
With the coffee shop thriving, Wu has set his sights on expanding his business empire. He plans to open a gym, further integrating his passions for fitness and entrepreneurship.
In a message to Taiwan News readers, he said: “If you come, you can ask me to take off my shirt and have a ‘muscle coffee.’”
(Taiwan News, Lyla Liu video)
